Quality Score is Google’s rating system of the quality and relevance of keywords and ads. The Quality Score depends on a variety of factors, some of which include the following:

  • The click-through rate (CTR)
  • Relevancy between the keyword to its ad group
  • Landing page quality
  • The relevance of the ad copy and keywords
  • Historical performance of the account

While only Google knows how much the above factors weigh in the Quality Score algorithm and are out of our control, we can ensure we cover our bases by doing our best in improving our quality scores. It has a significant impact on how much a click costs and whether the ad will show.

There are strategic changes to three key metrics to help improve overall ad effectiveness. Focus and priority placed on improving the ad relevancy, expected CTR, and the landing page experience will make the most impact on improving the quality score.



Ad Relevance 

Ad relevance looks at whether keywords are featured prominently in the ad copy. The best practice is to ensure that each ad contains the targeted keyword at least once or twice. It should be included in the headlines or first description and fit naturally without sounding forced or stuffed into the copy. An effective way to ensure the keyword is present in the ad is to use keyword insertion in the headlines.

Another method to increase ad relevance is to ensure irrelevant search terms are added to the negative keyword list. A robust negative keyword list will help filter out searches that are not in line with the user’s intent.

Reviewing the search terms report regularly can help identify what words users enter in their queries that are triggering the ads. Adding irrelevant keywords to the negative keyword list can help boost ad relevancy.


Expected CTR

By focusing on the actual CTR, you can help improve the expected CTR. You want to make users click on the ads by including enticing benefits, offers and strong calls to actions. These could consist of providing free quotes, special product promotions or free white paper downloads.

Testing ads can help identify what types of benefits or offers best resonate with the targeted users.

Ensuring all ad extensions are utilized, which should be a given for all campaigns, can help provide additional information to the user that can’t be included in the headlines or descriptions.


Landing Page Experience

Landing pages that connect with the ad groups and provide what the user is looking for will help the user’s experience. The user experience plays a significant role in whether users stay on the page or bounces because they didn’t find what they intended to see after clicking the ad. The landing page must match the content that was promised in the ad.

A dedicated landing page instead of the website’s homepage can help enhance the landing page experience.

The landing page should contain relevant information, targeted keywords and a strong call to action. The ability to edit or manage the content on the landing pages allows you to test and tweak both ads and landing pages to ensure everything is aligned.

A poor landing page experience can result in high bounce rates, and a high bounce rate will adversely affect the quality score.

Follow these few tips, and you’ll see your click-through rates rise to the moon!