If your business is active in the virtual world or you have an active page in the web world, you are undoubtedly familiar with Google Ads and advertising in the online world and its importance. Google also reacts to every ad published on the Internet, ranks it, and displays it based on the obtained rank. These steps are called Google Ads quality score. If you are also interested in getting more information about this issue, reading this article will be useful for you.
What is the Quality Score of Google Ads?
As can be seen from the name of this factor, the quality score is the rank and score that Google gives to ads, the content of advertising landing pages, and the relevance of keywords to the topic of the advertisement. This is a numerical score between 1 and 10. The higher the number and points you get, the more valuable your ad will be, and will display it in a higher rank.
It is interesting to know that the quality of content is so important to Google that the higher you rank, the less Google will charge you for publishing ads. Therefore, only by increasing the quality of ads, you will receive a higher Google Ads quality score and you will receive the best result from Google with the lowest cost.
So if you are new to the world of internet business and you don’t have a lot of budget for online advertising, you just need to work on your advertising content, increase your Google Ads quality score and you can reach your advertising goals. Of course, note that there is also the opposite of this case. That is, if Google considers your advertising content to be of low value, it will not be willing to publish it, and of course, it will charge you more for publishing it.
How is the Quality Score of Google Ads calculated?
So far, we have learned the definition of Google Ads and its importance. Now this question will probably come to you how does Google evaluate the quality of different advertisements and give it a score? For this scoring, Google will examine several important factors in parallel and at the same time, which we will learn more about in the following.
Click-through rate or CTR
One of the important factors that Google uses in many of its criteria and factors, including the quality score of Google Ads, is the click rate. Simply put, the click-through rate shows how many people clicked on your ad out of the number of people who saw it. So it’s not always in your favor to get wind of a page and an ad! Imagine 100 people visited your ad page and only 2 of them clicked on the ad link. The click rate in this case is 2 to 100, which is considered a very unfavorable number from Google’s point of view!
If you know how to work with your user panel, you can easily see the click rate for each keyword. Google divides the click rate for each keyword into 3 categories and displays it to you.
- Above average: If you are in this rank, it means you are doing the right thing! Your CTR is at its best for that keyword.
- Average: In this ranking, your click rate is average and you don’t need to worry about it. Of course, by doing solutions, you can upgrade this position to the first position.
- Below average: In this case, your click rate situation is bad and you need to take the necessary steps to improve it.
Ad relevance
Another important factor in getting a high Google Ads quality score is the relevance of your ad and site content. This may have happened to you before. Many sites use this trick as black hat SEO and are only looking to increase the rate of visitors from their site. but how?
Imagine that a home appliance brand offers special discounts to its buyers during a certain period. In the meantime, different stores are trying to bring you to their site and store with different advertisements and you can make your purchase from them. In the meantime, other stores and sites that have other brands of home appliances may take advantage of this flow and show you an advertising topic titled buying a certain brand with a 30% discount! You enter his site and store by clicking on the ads, but within a few seconds, you realize that the store is related to other brands or other accessories. In this case, you will probably leave the site.
Google will take your wrist in this case too! And he will notice that the advertisement text is not related to your page. This issue also has a negative impact on the quality score of Google Ads and causes your ad to be displayed with lower results.
User experience from the landing page
Another very important factor that Google considers to measure the quality score of your ads is the user experience from the landing page. What does it mean? Google always seeks to recognize the best and show it to users in the search results. Therefore, when each user enters a site, he pays attention to various factors to find out how useful the site is for the user.
Does Google pay attention to how many minutes you spend on a page after entering it, or whether you close it immediately? After opening the desired page, how many other similar pages have you opened? It is natural that if you open several other sites, it means that the initial site did not provide you with enough information. Therefore, you should always look for the issue of raising the quality and attractiveness of your site content to the extent that it can achieve the maximum level of user satisfaction and provide them with the information they need.
Loading or landing speed
Landing speed is another factor that affects the quality score of Google Ads. Before you activate your ads, be sure to check the speed of your site using the available tools and fix it if there is a problem. Note that to compete in today’s world, the minimum loading speed of your site should be 4 seconds. If the landing time of your site is high, users will leave your site before it is fully loaded. This issue can have a great negative impact on all Google measurement factors, including the quality score of Google Ads. To solve this problem, just contact the support of your hosting company and explain the problem to them.
How to find the Google Ads quality score of your site?
You may be wondering how to find your Google Ads Quality Score for each keyword and each ad. Viewing the quality score in the user panel is very simple. Just do the following steps in order:
- Sign in to your Google Ads account.
- Select the Keyword option on the left side.
- On the right side and above the table, click on the Columns icon.
- Select the Modify columns for keywords option.
- Enter the Quality Score section.
- To see the quality rating, select the following items in order: Quality Score/ Landing Page Exp/ Ad Relevance/ Exp. CTR.
Why has your Google Ads quality score decreased?
You may have received good points from Google for your ads and the cost of your ads has been very reasonable and affordable. But have you noticed that your quality score has gone down for a while? The reason can be one or more of the following:
There is a problem with your new URL
If you have recently made changes to your landing pages, the drop in Google AdWords quality score could be the reason. New URLs arriving at landing screws may be broken. This issue can have a great impact on reducing the amount of windfall from advertisements and the quality score of Google Ads. To fix this problem, you can check the following:
- Use dashes or spaces in the URL instead of backslashes and forward slashes.
- It is better to replace the comma with a dash or a blank space.
- Change the (&) character to a dash or a space
Your content is out of date
Your advertising content may have gained good popularity on the site last year, but this content is not very suitable for users this year! One of the reasons for the quality score of Google Ads is that the content is old. To fix this problem, try to rewrite your old content.
Ineffective keywords
Another important factor that can cause the quality score of Google Ads to drop is the inefficiency of keywords. For a specific topic, you can find dozens of relevant keywords, but are they all equally searched for? No doubt! Try using different tools to find related keywords that have the highest wind rate and optimize your ad text accordingly.
How to increase the quality score of Google Ads?
At the end of the article, we want to know what solutions we can use to increase the quality score of Google Ads.
Check your ad reports
Impression rate is a rate that shows exactly how many times your ad was shown compared to the number of times it could have been shown. Naturally, the higher this value is for your ads, the higher the Google Ads quality score will be. So check this rate constantly.
Increase the speed of your site
As mentioned above, one of the reasons for the drop in Google Ads quality score is the slow loading speed of the site. Try to constantly check this factor as well.
Advertise as much as you can
In order to get the most and best possible results from your advertising, you should not be satisfied with just one advertising content. By identifying the target community and its trends, try to prepare different advertising contents and provide them with it. Of course, be careful not to sacrifice quality for quantity and that all production contents have the right quality.
Choose specialized and correct keywords
Another important factor that will help to improve the quality score of Google Ads is choosing the right and specialized keywords. The important thing is that the keyword should not be chosen generically, because it confuses the audience. Your audience wants to get exactly the answer to what they need in the shortest possible time. Therefore, be sure to use the available tools to choose the best and most appropriate keywords.
Optimize your landing pages
For your ads to be attractive to users and to get a high-quality score from Google Ads, you must also work on optimizing your landing page. You can do trial and error and seek to find the trends of the day in your desired field. With the proper design of landing pages, both users will have a better experience with your site and you will increase your Google Ads quality score.
Write the ad text smartly, attractively, and usefully
Another important thing that you should keep in mind when creating advertising content is its content. Writing promotional content is very difficult. Because you have to prepare it in such a way that the audience trusts you and chooses you to buy or receive services. Any exaggeration or exaggeration in content production can make the user pessimistic towards you! Therefore, in writing the content text, be as honest as possible with the user, and write intelligently and usefully, so that the user will understand with just a few short lines or a few minutes of short video that you will meet his needs exactly so that he chooses you.
Use CALL TO ACTION
Another trick that can encourage your users to buy and receive services is using a call to action. Call-to-actions are short words that, by clicking on them, the user enters a page that directly fulfills the purpose you are pursuing. For example, depending on the type of site and your purpose, you can use words such as purchase, order, registration, etc.
Create special advertising groups
If your field of activity is a little wide, by forming advertising groups, you can significantly increase the quality score of Google Ads and find more customers for your business. What is meant by advertising groups? Imagine that you have a large clothing store and you sell products such as handbags, shoes, sneakers, dresses, children’s clothes, etc. If you prepare advertising content for your products, you will undoubtedly not be able to get the best possible result. In this case, you should try to form an advertising group for each group of your products and prepare advertising content so that your customers enter exactly the link they are looking for to buy.
Test different types of ads
The last strategy that can help you improve your Google Ads quality score is to try and evaluate different advertising strategies. In today’s vast digital world, you are not limited to just one method! You can explore different options and choose the best method to get the best result.
Conclusion
Google Ads quality score is a number between 1 and 10 that Google gives to your advertising content. The higher this score is, the better and more your page will be displayed by Google, and the cost of publishing it by Google will be lower. There are various solutions to increase the quality score of Google Ads that we have learned about in this article.