Effective Tips to Achieve 10/10 Quality Score on Google Ads

Pay-per-click (PPC) advertising has been widely popular and beneficial for website owners as it enables them to win a high rank on the Search Engine Result Page (SERP) without investing excessive time. And when it comes to PPC advertising, there’s no way you can overlook Google Ads.

Now, if you want to make the most of your investment and run a successful online advertising campaign, paying attention to quality scores is crucial. Wondering what it is and how to improve it? Go through the blog to get a complete overview.

What is Quality Score: An Overview

Quality score is Google’s metric to rate the quality of the keywords you select for your ad campaigns. It is used to determine the Cost per Click (CPC) and your ad rank on the SERP. We will get to this in the next section. Before that, take a look into the three components of quality score:

  1. Ad relevance: How closely an ad matches a user’s search intent
  2. Click-through rate: How likely an ad will be clicked when displayed
  • Landing page experience: How useful and relevant a landing page is to the people who click the ad

These factors are taken into account before Google rates your ad between 1 and 10. You can see statuses like “above average”, “below average”, and “average” according to your ad quality.

An analysis of the above-mentioned components will help you to optimize the ad by updating ad text, selecting the right keywords, or modifying landing page content. Wondering why you should put all the efforts to improve quality score? The next section will answer your query.

Why Should You Improve Quality Score?

Put it in simple terms, the better your keyword’s quality score, the cheaper a click will cost you. And as Cost per Click (CPC) is reduced, you can save more resources and expect better margins.

Further, the quality score also impacts ad rank. If you have a low quality score, your ad may not be shown. A generic formula of ad rank is as follow:

Quality Score x Maximum CPC + Other Factors = Ad Rank.

Therefore, if your keyword’s quality score is 10 and that of your competitor is 5, your ad will win a better position in the SERP with half the bid.

You must be wondering whether it’s possible to achieve a 10/10 keyword quality score on Google Ads. Yes, it’s possible, if you follow the steps outlined below!

How to Improve Your Quality Score

  • Be Minute about Keywords

When you run an ad campaign, you will find a column in the keywords report indicating the keywords’ quality score. You can notice how the same ad group displays different quality score for different keywords. Pick the keywords that best match your product/service and users’ search intent.

This is why many experts of digital marketing services recommend creating multiple ad groups with a granular structure including closely related keywords. That way, you’ll have better control over the keywords and ensure that the ads are tailored to the keywords.

Here is an example to clarify. Suppose you offer a gift delivery service. You may create multiple ad groups as follow:

Ad Group Keywords
Gift Delivery Service Gift Delivery Service, Gift Delivery Service Online
Gift Delivery Gift Delivery, Personalized Gift Delivery, Same Day Gift Delivery, Gift Delivery Near Me
Best Gifts Best Gifts for Men, Best Gifts for Women, Best Gifts for Sister
Gift Delivery Delhi Delhi Gift Delivery, Gift Delivery in Delhi

Creating multiple groups with closely related keywords ensure that the ads are relevant to the search query.

  • Create Compelling Ad Copy

Ad copies directly encourage the users to click on an ad. Therefore, it greatly impacts quality score. We will explain how. A compelling search ad result attracts the users to click on the ad. And a high Click-Through Rate (CTR) assures Google of the high quality of the ad copy.

The fundamental logic behind it is that if lots of people click on your ad, it must be interesting and relevant. Hence, CTR is a key metric for quality score and you should pay attention to increasing it.

To write a catchy ad copy, start with a hitting headline and don’t forget to include an exact match keyword. When people search with a term, they are immediately drawn to such keywords.

Next, complement the headline and influence the users with the ad description. Here, you can list the features of your product/service, mention its benefits, point out your target audience (e.g., perfect for small businesses), inform about a discount offer, add a call to action (e.g. call us to get a free quote), and so on.

Also, pay attention to using keywords in the description. A/B testing may help you gain insight into which ad copies are resonating well with the audience. So you can give it a try. We know all these are easier said than done. If you don’t have adequate expertise, engaging professional PPC services will be a smart decision. Let the experts take care of online advertising while you focus on your business.

  • Optimize the Landing Page

The landing page your ad points to must offer a relevant and amazing user experience. For instance, if you sell a wide array of electronics and an ad features an HP laptop, it should lead to an HP laptop page instead of the homepage.

Again, messaging should be consistent across the ad and landing page. For example, if an ad features a discount offer, the respective landing page should also feature the same. Further, it’s important to make the site mobile-friendly and increase loading speed. It will prevent people from bouncing.

To get more conversions, place CTA buttons in the prominent areas across the landing page so that the PPC leads can easily find these.

  • Add Ad Extensions

Ad extensions offer additional pieces of information about any business, links to specific pages, phone numbers, callouts, etc.

You can use multiple ad extensions to enrich your ad and make it more attractive. For instance, callouts highlight USPs, review extensions feature positive recommendations and trigger users’ trust, site links direct users to various pages, and so on. Remember, Google focuses on ad extensions while calculating the quality score.

Also, ad extensions help you occupy a large amount of space on the SERP and thus push your competitors’ ads or organic results further below on the screen. Thus, these may significantly impact your ad’s CTR.

Wrapping Up

Keeping the above-mentioned pointers in mind will help you to achieve a 10/10 quality score on Google Ads. It will not only drive more clicks but also reduce cost per click and improve user experience.

However, set-and-forget is not the right approach when it comes to paid advertising. You need to constantly review keywords, refresh your ad copies, and optimize landing page to ace the game at all times. You can test distinct versions of ads to gain insights into which ones are driving the highest click-through rate and achieving the highest quality score.

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