When quantifying your quality score, Google takes into consideration several factors, including your keywords and your landing pages.
Your quality score is a representation of the reachability and the value of a campaign.
A lower quality score can make your campaign eligible for lower prices.
Your quality score represents mostly three components:
- ad relevance’
- click through rates of your advertisements
- and the user experience once they arrive on your landing pages.
When creating an ad on Google Adwords, relevancy is very important.
You – and Google – want your advertisements to perform well and to be positioned on related pages and posts.
It is one of the primary factors that affect your overall quality score.
Making ads that don’t mesh with your landing page is looked down upon by Google because it’s potentially misleading.
In the past couple of years, Google has released algorithm changes to ensure that the user experience is underlined and emphasized – this same sentiment is also true on Google Adwords.
To make sure that your ads are relevant, it’s imperative that you choose keywords for your campaigns that are appropriate to your landing page and the content hosted on it.
Categorize your ads into ad groups, with each category focusing on a narrow range of similarly themed keywords.
When creating your Google Adwords campaign, do not make the mistake of putting all your keywords in the same ad group – instead, ensure that each group of keywords emphasize on a topic that you want to address.
The tighter the ad group, the better it will perform.
Example: You are a real estate agrent. Instead of grouping all of your keywords into one ad group, You might have an ad group for each of the following:
- Las Vegas Town Homes
- Las Vegas Real Estate
- Las Vegas Real Estate Agent
- Las Vegas Condos
- Las Vegas Home Value
Google Adwords also uses historical data to work out how people will react to ads and the expected click-through-rate for these ads.
Google wants ads that are hyper focused and respond favorably to online users.
Higher than anticipated click-through-rates will give you a higher quality score.
Google Adwords also tries to be fair – it gives much more weight to recent data than historical data when calculating click-through-rates, giving you the opportunity to turn around a poorly performing ad campaign and redesigning it for success.
When calculating your click through rate, ad positions and the predicted CTR will be used.
Therefore, you do not need to actively factor in these parts. Instead, focus your time on creating effective, while well-designed advertisements.
Not only do you need to focus on the performance of your ads, but the quality score also factors in the user’s experience once they land on your landing pages.
Once they click on your ad, land on your page, click on the back button on their browser, then Google takes this as a sign of that your ads are ineffective, unrelated, or poorly designed.
This will decrease your quality score.
Landing pages with little content, unsupported claims, and poorly written articles will also decrease your quality score.
Periodically, Google will use a bot to scan your landing pages and assess its quality – so make sure that you work on your landing pages continuously.
Thankfully, you can check your Google Adwords quality score on your dashboard by selecting the keyword analysis field.
The quality score is a numerical system, with one being the lowest and 10 being the highest score.