Google Ads quality score takes into account your keywords, search ad copy, and landing page relevance. Having effective keywords, ad copy, and landing pages helps to lower your cost per click and improve your ad position. In theory, you could have a lower budget than your competitor, but outposition them on the search engine results page because of a high-quality score. As the largest Pay-Per-Click ad provider, it is important to set your campaigns ahead of the competition
Here are some ways to improve your quality score when launching a search campaign on Google ads to help set yourself apart from the competition, especially in competitive industries such as contracting, medical services, and e-commerce.
How To Create Good Google Ad Copy
- Use responsive search ads with as many headlines and descriptions as possible. Google automatically tests to determine the best-performing combinations of headlines and descriptions every time your ad appears
- Include your keywords within headlines and descriptions
- Add in the company name as a headline to promote brand awareness
- Add calls to action within your headlines such as “Call Now”, “Get a Quote” and “Request a Free Estimate”
- Using dynamic search ads also allows Google to place the search term that someone is using directly within your ad
How To Perform Google Ads Keyword Optimization
- Segment Ad Groups so each group has a common keyword theme. If you were a roofing company you could set ad group themes such as:
- Roof Repair – Targeting searches for emergency repairs such as roof leaks
- Roof Replacement – Focused on full roof replacement services with no specific product in mind
- Asphalt Shingle Roofs – Targets for more specific services for asphalt roofing
- Slate Roofs – Targets high-end customers with larger income levels interested in a specific product.
Improve Landing Page Experience
- Always make sure that the landing page uses keywords within the specific campaign or ad group
- If ad group keyword themes differ greatly (i.e. Roof Repair vs. Roof Replacement) be sure to develop separate landing pages for each ad group
- Like organic search, Google also takes into account page speed on ads
- Make sure your website is mobile-friendly and optimized with easy-to-find calls to action on mobile devices
- Improve overall user experience with straightforward page layouts that are easy to navigate and have calls to action including phone numbers, contact forms, and clickable buttons throughout the page
By focusing on improving your ad copy, optimizing your keywords, and improving your landing page experience, you can significantly improve your Google Ads Quality Score. A higher score can help to reduce costs while also improving ad placements. This can help lead to better campaign performance. If you need help improving your Google ads campaign with relation to quality score in a campaign, contact Boston Web Marketing today.