How to Improve Your Google Ads Quality Score

Matthew is a Marketing Copywriter with a B.A. in Professional and Public Writing from Auburn University. He aims to learn a little more about the SEO world each day, and share as much of that knowledge with you as he can. When he's not striving to put out some fresh web content, he's usually fueling his Tolkien obsession or working on miscellaneous creative projects.

Are you unhappy with your ad performance? Google paid ads can be tricky to optimize, and if they’re not driving the results you want, you may be struggling to find a way to improve them in Google Ads.

Fortunately, Google Ads offers a way to see how optimized your ads are and let you know when you should improve them. Quality Score is a metric Google uses to indicate the overall quality of your ads, and improving your Quality Score means improving your ad performance.

If you want your ads to rank, it’s a good idea to boost your Quality Score. But how can you do that?

In this post, we’ll explore how to improve your Google Ads Quality Score, so read on for more information. Then sign up for Revenue Weekly — our email newsletter — to get more online marketing tips from the digital marketing agency with over 20 years of experience!

Cta39 Img

For even more digital marketing advice, sign up for the email that more than 190,000 other marketers trust: Revenue Weekly.

Sign up Today! Icon Longarrow Right White

What is Quality Score in Google Ads?

Quality Score is a Google Ads’ metric that assesses the overall quality of your paid ads. It looks at things like how user-friendly the ads are and how likely they are to drive clicks. A high Quality Score indicates a successful ad, making Google more likely to give you a better ad placement.

To be clear, Google doesn’t use Quality Score as a direct factor in how it ranks your ads. The way your ads appear is determined by Ad Rank, a similar metric. But Quality Score looks at many of the same factors as Ad Rank, making it a valuable metric to maximize.

Read on for a list of Quality Score tips to try!

6 tips on how to improve your Google Ads Quality Score

If you want to boost your Quality Score, focus on doing things that will improve your ads’ overall performance, particularly when it comes to boosting your click-through rate (CTR). To that end, we’ve compiled a list of Quality Score tactics you can employ.

Here are six Quality Score tips to help you make effective Google Ads improvements for your campaigns!

1. Bid on relevant keywords

Keywords are vital to your paid ad campaigns. When you bid on keywords, you tell Google where you want your ads to appear. But to obtain a high Quality Score, it’s critical to target the right keywords — specifically, relevant ones.

Let’s say you sell backpacks and suitcases, and you want to run an ad for them. If the ad focuses more on backpacks, you probably shouldn’t bid on a keyword like “heavy-duty suitcases,” because that isn’t very relevant to the content of your ad.

This scenario goes both ways, of course — just as you should choose keywords that are relevant to your ads, you should create ads that are relevant to your keywords.

2. Optimize your ad groups

Ad groups are a feature of Google Ads that makes it easier for you to organize your promotional content. They’re basically groups of ads and keywords that go together.

As an example, let’s say you want to advertise your office chairs. To do that, you could create several different ads for the same product. You might also want to target several different keywords that include the phrase “office chair.”

By putting all those ads and keywords together in an ad group, you’d set it up so that all the ads in that group would appear for all the keywords, resulting in a variety of ad combinations.

When you do this, though, be sure all your ads and keywords work together. Double-check that every possible ad and keyword combination makes sense within each given ad group.

3. Use negative keywords

While most keywords are meant to show Google which searches your ads should appear in, negative keywords do the opposite — they tell Google where to avoid displaying your ads.

Let’s say you sell printers, so you target “printers for sale” as one of your keywords. Google might target variations on that keyword, including “3D printers for sale.” If you don’t sell 3D printers, you don’t want your ads showing up in that search.

By adding “3D” as a negative keyword, you can avoid wasting your ad resources on irrelevant searches. That will lead to a higher overall CTR since your ads will only be showing up for interested users — and that, in turn, will improve your Quality Score.

4. Write compelling ad copy

Another of the best Quality Score tactics to use is to create ad copy that draws in users. By “ad copy,” we mean the heading and description that appears in search results. Whatever you write, you should aim to drive users to click, as that will ultimately improve your CTR.

For example, if you’re advertising TVs, don’t title your ad “Buy our TVs on our website.” That’s not very compelling. Instead, write a heading that says something like, “Best flat screen TVs around — shop deals at [your company].” Words like “best” and “deals” will jump out at users and entice clicks.

5. Match your ad copy with your landing pages

As critical as it is to write compelling ad copy, be sure you’re not misleading users with it. If your ad copy indicates one thing and your landing page offers another, users won’t be happy — and neither will Google.

If you want to improve your Quality Score, you need your ad copy and landing pages to match. That means you need to be careful with your wording. Don’t advertise a “special discount” in your heading if you don’t make any mention of a discount on your landing page.

When your landing pages and ad copy are in sync, users will engage more, and Google will take notice.

6. Simplify your landing pages

Last on our list of Quality Score tactics for improvement is simplifying your landing pages. When users click on your ads, they should be overwhelmed by how much is happening on the page. Don’t put a bunch of buttons on the page or make them read long paragraphs of text.

Instead, keep things simple. Only provide critical details relevant to your ad copy and direct visitors to a central call to action (CTA). The landing page should make it abundantly clear what you want them to do, with minimal clutter on the page.

 

 

As a result, you’ll end up driving more conversions, which will help boost your Quality Score.

Cta7 Img

Time To Level Up Your Sales

Our long list of services helps you make waves in your industry and increase metrics that matter most - like sales.

IN THE PAST 5 YEARS, WE'VE MANAGED MORE THAN 11.5 MILLION TRANSACTIONS ACROSS OUR CLIENT BASE.
Get a Proposal! Icon Longarrow Right White

WebFX can take the lead on Google Ads improvements

Ready to start boosting your Quality Score? We can help! At WebFX, we’ve earned over 775 client testimonials testifying to our skill and dedication, and we have everything it takes to drive Google Ads improvements for your business, including being Google Ads Certified!

With our paid advertising services, you’ll get help optimizing for all the Quality Score tips listed above and more. You’ll also gain access to a dedicated representative who will keep you up-to-date on everything we do for your marketing.

To get started with us, just call 888-601-5359 or contact us online today!