Quality Score: How To Improve Your Ad Position Without Spending More

Quality Score: How To Improve Your Ad Position Without Spending More

Getting your ad to the #1 position on Google’s search engine results page (SERP) is something we all want for our accounts. Sometimes, unfortunately, it involves spending a lot on bids to try and outbid the competition. This can drastically increase your overall costs!

What if there was a way to improve your ad position without having to increase your bids? Well, there is! Thanks to a little bonus by Google: Quality Score. With a higher quality score, Google will reduce the amount you are required to pay to sit in better positions. On the other hand, with a lower quality score, your account can suffer.

Quality score is basically Google’s way of determining the relevancy and quality between your keywords, ads, and landing page. It’s made up of the following aspects:

  • Your click-through rate (CTR)
  • The relevance of each keyword to its ad group
  • Landing page quality & relevancy
  • The relevance of your ad text
  • Your historical Google Ads account performance

Although we aren’t able to tell the exact weight of each factor, we do know that CTR is the most important one. The more people that click your ad, the better the indicator that your ads are relevant.

How To Boost Your Quality Score

Now that we’ve established what quality score is, how do we go about improving it in your Google Ads account? Well, there’s a number of things we can do to help boost the quality score in the account. Below are some examples.

Keyword Organisation

It’s important to make sure that the keywords you use in your account are segmented appropriately. Lumping everything into 1 ad group might seem simple and easier to manage, but it’s very detrimental to the overall performance of your account.

Instead, look at grouping certain keywords together, based on how relevant they are. For example, let’s take the keywords “PPC management”, “PPC account management” & “paid online advertising”. To ensure our quality score is high, we could group “PPC account management” & “PPC management” into 1 ad group and put “paid online advertising” into another. This will allow us to tailor our ad copy to be incredibly relevant to our keywords.

Split Test Ads

Split testing ad copy is a great way to determine what users find most appealing. When split testing, it’s important to only change 1-2 things about each ad. That way, you can easily identify what does & doesn’t work. The goal of split testing is to find the ad that most people will want to click on, which will help improve your CTR and your quality score.

Optimise Your Landing Pages

Be as relevant as possible with your landing pages. For example, if you had an ad group that’s advertising “dining tables”, don’t send users to a page that has a huge range of different kinds of furniture. If possible, send them directly to a page that exclusively has dining tables. Remember, relevancy between keyword, ad, and landing page will help to drastically improve your quality score.

We’ve got a few articles about landing pages if you’d like to read up on the subject:

Wrapping up

These are only some examples of what can be done to improve your quality score and improve your ad rank without the need for excess spending. There is a huge range of things that could be adjusted in your account, but remember, relevancy is key!

So the next time you want to boost your bids to jump up the ad positions, take a look at the quality scores of each of your keywords and see if you can improve that first. It could save you a lot!

Feel free to reach out to us if you’ve got any questions!

Written by Lachlan Ward