2020 US Search Award Winner
2020 US Search Award Winner – Best Use of Search – B2C (PPC)

When running Google Ads, it’s necessary to track many different PPC metrics, one of which being Quality Score. This is important because the Quality Score determines the cost and performance of a paid ad. In addition to metrics like clicks, CTR, or ROAS, Quality Score must be tracked so you can provide an efficient spend for your clients. Let’s run through Quality Score and how you can increase yours.

What Affects Quality Score?

Quality Score is Google’s measure of the quality and relevance of your ad and targeted keywords. Quality Score depends on the following:

  • Click-through rate (CTR)
  • Keyword relevance
  • Landing page relevance
  • Ad text relevance
  • Historical account performance

Although we do not know the weight each of these factors holds, we do know that each impacts the quality score to some degree or another. With a higher Quality Score, you’ll find your ads will rank higher and at much lower costs.

How to Increase Quality Score

To increase your quality score, you will need to optimize both your ad and the landing page, so they are relevant to the keywords you are targeting.

Here are a few tips that will help increase your Quality Score:

  • Extensive keyword research is absolutely necessary. Make sure your keywords are extremely relevant to your ads.
  • Organize your keywords into ad groups and run specific ads for each set of keywords.
  • Test, test, and test your ad text! Effective copy helps increase your CTR.
  • Link your ad to a specific landing page that uses copy with similar keywords you are targeting in your ad. Providing a cohesive experience for the user improves the effectiveness of the ad.
  • Negate any keywords that are irrelevant to your ad! This helps to keep spend efficient and the users relevant. We don’t want to waste any budget!

To Sum It All Up

Quality Score is a critical metric to track when running Google Ads campaigns for yourself or your clients. The higher your Quality Score, the more efficient your ads will run. Nobody wants to pay a premium for their ads when instead you can improve the quality of your ad to spend less!

If you have a question that wasn’t answered above, or you’d like our paid media team to help you improve your Google Ads campaign’s quality score, please reach out by filling out a free consultation form.

Ricky Weiss
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