As you improve the quality of your ads and the corresponding pages on your site, Google sees that you’re a quality, honest source of advertisements. That improves your quality score, which lowers the cost of your ads, saving you money and bringing in more potential customers.
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Your quality score is gauged on a scale of 1 to 10. It isn’t shown to Google’s users — it’s only seen by you and Google, but it still plays a pivotal role in any company running PPC campaigns in terms of cost. So if you want to run a good PPC campaign, you need a good quality score.
This is how you can improve your quality score and use it to better your business.
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Understanding the AdWords quality score
Before you can improve your AdWords quality score, you have to know how it works.
The AdWords quality score is a rating that is assigned to your company’s Google account. It represents your overall reliability and quality, which tells Google whether you’re trustworthy.
Google’s quality score algorithm is based on two key factors (among others):
If people click your ads, it means your ads are relevant to their interests. That means the more clicks you get, the better quality score you’ll have.
Clicks are important because they indicate that your ads are relevant to the people you’re targeting. That’s a reflection of a well-researched strategy and overall quality.
Past campaign performance
Google keeps a record of your past performance, and that’s factored into the quality score you receive. A good track record of honesty and quality gives you a better score. A poor record that includes deception or sneaky tactics will make your quality score lower.
Google uses more than two factors to determine your quality score. Those factors include a variety of relevancy and quality indicators that all play some part in your future PPC performance.
Overall, the best thing you can do is just run honest, smart, and relevant PPC campaigns.
What a higher AdWords quality score means
The biggest impact of quality score is how much you pay for ad placement. If your score is higher, you pay less. If your score is lower, you pay more.
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With that in mind, why wouldn’t you want to have a high quality score? The good news is that this is a goal any business can achieve.
How to improve your quality score
Now that you know the background of Google’s quality score, it’s time to improve yours. Whether you’re just beginning to use Google AdWords or your company has used it for years, these are proven techniques for improving your quality score:
Continually evaluate new keywords
Keywords really are the key (for lack of a better term) to successfully improving your AdWords quality score.
Keywords and their popularity change over time, which you’ve already noticed if you run PPC campaigns. Consumers are getting much savvier, and that means you have to keep up.
Plus, there’s more competition for every keyword by the day. New companies advertise their websites on Google to get as much traffic as possible, and they’re just as determined to grow their businesses as you are. To stand out, you need to continually research new keywords that can get you new customers.
Test your ads
After you create your ad, you need to keep an eye on it. Using Google AdWords, track all of your ads to see which ones perform well and which ones don’t. That way, you can see what your good ads have in common so you can produce more later.
Testing is vital to success since, without it, you could spend a lot of time and money on ads that simply aren’t effective. Those ineffective ads will lower your quality score, making you pay more for each ad.
To avoid that, just watch your Google AdWords data!
Create great landing pages
Finally, you need to think about how your landing pages encourage new visitors to become customers.
Is each landing page specifically made for each ad? Are you getting visitors to your page, but not conversions? Are you getting conversions, but only one or two every few months?
All of these questions let you find the strengths and weaknesses in your landing pages so you can improve them. And once you do, you can get more customers.
WebFX knows quality score and PPC
WebFX has a team full of PPC experts who know exactly how to raise your quality score. They create effective ads and corresponding landing pages to ensure anyone who clicks on your ads gets a quality, informative experience every time. Now, we’ll do the same for you.
Contact us today to launch PPC campaigns that raise your quality score and get you new customers!