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How to Improve Quality Score

Quality Score is based on the relevance to users search query and user experience in your website or landing page. As per Google bid price policy, the higher your quality score is, the lower you pay for your clicks and the higher you can get in position in PPC ads.

Below are the ways to improve the quality score

  • Increase your click-through rates. Always try testing your ads to improve click through rates. Always keep the ad settings to rotate while you are testing ads. This will allow the search engines not to show well-performing ad over the other, but instead they will rotate ads 50/50. As a result you will know the better performing ad which increases click-through rate, which means a higher quality score.
  • One way to achieve a higher click-though rate is to have fewer keywords in each ad group. This will allow your text ad to display the actual keyword in your ad group, which results to be more relevant to the target user. This will help you to increase your click through rates.  It’s never late to organize your ad groups to improve your quality score. It’s okay to only have 5 or 10 keywords in each ad group. Adwords Editor will help us in this process to cluster the keywords easily and faster.
  • Delete or pause non-performing keywords and ads. By doing this, your quality score improves as your account have only high CTR keywords and ads, all your non-performing ads & keywords are not active.
  • Always check your keywords. As quality score depends on how well your keywords relate to your ads, and how your keywords and ads relate to your landing pages. Always try to use your keyword on your landing page.
  • Landing page load times do matter. As quality score was implemented to have a great user experience.  Having a slow landing page load time can influence your quality scores. It’s very important to load your landing page within 3 seconds in all browsers, personal computers and Mac systems.

All your keywords in Google will have a quality score associated to them. If you have a quality score fewer than 7 then it’s time to change or test your ads to improve your quality score.  Always try to change keywords in to a different ad group or try changing ad messaging.

These changes will take time to get effect in your account. Might take couple of weeks to build history & improve the quality score.

Contributed By Ajesh B

Team Position²

Position2 is an innovative digital marketing agency that accelerates demand through integrated Content Marketing, Paid Acquisition, and Marketing Technology solutions. Our demand acceleration solutions map the buyer's journey across multiple touch points such as search, social, mobile, media, and email. These integrated campaigns are powered by cutting-edge content creation, digital advertising, web design/development, marketing automation, and analytics. We serve hundreds of clients ranging from VC funded startups to Fortune 500 multinational firms. Our 200-member team is based in Silicon Valley and Bangalore and consists of marketing gurus, engineers, data scientists, writers, and designers.