Understanding How QS Works: The Nuts & Bolts
Quality Score is an estimate of how relevant your ads, keywords, and landing page are to a person seeing your ad. Every time someone does a search that triggers your ad, we calculate a Quality Score. We recalculate your Quality Score every time your ads are eligible for the ad auction, which can potentially happen many times a day. Rather than showing you different Quality Scores throughout the day, we show you a single Quality Score that gives you an estimate of that keyword’s overall quality. – Google
What does a good Quality Score mean?
- Lower Cost per Click
- More Traffic at Lower Cost
- Higher Ad Positions
- First Page CPC Bid Estimates
What are the factors affecting Quality Score?
- Historical CTRs The performance of your account and your specific keywords with respect to the historical performance of other advertisers.
- Semantic Relevance The relevance of the keywords you’re bidding on with one another, the tight ad groups you create and the ads you write.
- Content Relevance Relevance of ad text (especially the title) as compared to the search query.
- Destination URL Quality The relevance of the landing page that you’re sending your visitors to (with respect to your keyword groups and ad copies). It includes all those factors that impact overall user experience such as page loading time.
- Other Factors The catch-all, mystery meat. Hic!
Boosting your Quality ScoresA lot of us have drained huge sums of money on Google Ad campaigns still wondering what’s the secret recipe for a winning ad campaign. Let’s get knowing…
- Replace under performing Ads If you have ads that have not been performing up to snuff, kill them. Rule of thumb: Create new ads instead of overwriting weak ones. Although Google does not say anything definitive about it, but we have seen accounts losing historical account performance by editing or deleting old ads.
- Create Landing Page Variations Try building individual destination pages for every ad group. There can be no better experiment to judge the quality of your landing page than this.
- Enhance Ad Groups Get rid of all hybrid, miscellaneous and heterogeneous ad groups. Your ad clusters should be tightly targeted. Believe me, I’ve seen people having great success with single keyword ad groups. Start with one, gradually taking the count to 10. Google would love it!
- Build action oriented landing pages This factor is primarily meant to penalize offenders like doorway pages, phishing sites etc. But Google does consider the relevance of landing page content, action buttons and loading speed to accord a quality score.
- Loosen up Restrictive Match Types Most often than not we are all targeting a Phrase match keywords. It does not hurt to loosen it up a bit or add broad match keywords.
- Time Targeting Select a campaign from your account, click on the Dimensions tab, view time and select an Hour of the day. This will show you all the times of your day when your ads were over or under performing. A good idea is to disable your ads from showing up on those times when they are under performing i.e when there are too many impressions for them and no clicks.
- Advanced Geo Targeting Select a campaign from your account, click on the Dimensions tab and view Geographic. This will show you all the detailed regions that are responding to your ads. You might like disabling ads for those regions that are showing you a lot of impressions but almost negligible clicks.
- Add Ad Extensions Adding extensions (site links usually) is an awesome idea to gather more real estate on click through. Would it not be great if a physiotherapist is driving traffic on four different landing pages using site links in his ad…say something like… General Muscular Pain, Sports Injury, Ergonomic Advice and Acupuncture