Download now: How to evaluate your digital campaigns on Google [ebook]
To improve the Quality Score of a keyword, it is necessary to first understand how this system works. Here I explain it to you:
Google measures from 1 to 10 (1 being the lowest rating and 10 the highest) the general experience of people who access your ads and landing list of turks and caicos islands consumer email pages, also known as landing pages , when using some of your keywords. To award a rating, it is based on three factors:
Click through rate (CTR): How likely it is that people who see your ad will end up clicking on it, based on the keyword that was used.
Ad relevance: Whether it makes sense for your ad to appear when someone uses a keyword.
Landing page experience : Whether the information on the landing page corresponds to that offered in the advertisement.
Google relies on a person's experience with the ads that have been triggered by the keyword in question, and this ensures that people get ads that are relevant to what they are searching for .
Now that you know a little more about how this Google rating works, we want to share with you some recommendations to improve the Quality Score of your keywords , so that you get better conversions and your money is invested in the best way.
Recommendations to improve the Quality Score
1. The relevance of your ads
Make sure that the keywords you have in your ad group are relevant to what people are searching for. For example, if your business sells pet supplies, your “dog” ad group should include everything relevant to dog care, such as dog shampoo, dog leashes, dog food, dog toys, etc. So adding the keyword “cat food” will not perform well.
At this point, it is important to make sure that the keywords within an ad group are all about the same topic .
2. Include your keywords in your ads
Another reason why one of your keywords has a low Quality Score could be because your ad titles don’t contain keywords from your ad group. Going back to the pet store example, if you have the keyword “dog shampoo” in your ad group called “dog supplies,” but none of your ads contain this keyword, this is likely causing your ad to underperform.
Add as many keywords to your ad titles as possible and this will improve the performance of your keyword and, therefore, your ad.
3. Review your landing page
As I mentioned earlier, an important factor to consider is where people are sent once they click on your ad. It is critical that your landing page has the right information, loads quickly, and is as relevant as possible to the keywords you have selected. Continuing with the pet store example, if someone searches for dog food and comes to your landing page and only finds information about cats, rabbits, or other pets that are not dogs, this person will rate your landing page as not relevant.
Therefore, keep the information on your landing page relevant, concise and easy to find. And for this, it is recommended to have different pages focused on specific products or services . For example, the ad for dog products should take you to a special landing page for dogs, the same for cats or other pets.
In summary, to improve the Quality Score of your keywords, you must first check that they are relevant to the ad group they are in. Second, they must be included in the ads so that they become relevant in searches. And, finally, check that the information on your landing page is easy to find and relevant to the keywords you have selected.
Remember that there is always the possibility that the keyword you choose is not the way people search for your product, that is, people may search for “soap for dogs” and not “shampoo for dogs”, so it is very important to constantly review all the previous points in detail and, if the error is not found, it is advisable to pause that word and look for a variant of it.