Marketers are stressing a lot about Quality Scores. Why and what is the purpose of Quality Score?
Quality Score ranging from 1 to 10 is a parameter to show how competitive your Ads are in the marketplace. It is a grading system used by Google to determine whether your ad is eligible to be shown in the sponsored space of the search results. At what position it should be shown and how much you’ll pay for each click?
Refer to this Google Hangout on Air
I recently delivered this Hangout On Air (Quality Score: AdWords Key to ROI) for Google addressing all Google Partners in India where I explained in depth the concept of Quality Score and how it can help you increase your profitability and scale your business rapidly. Checkout this HangOut.
Quality Score: AdWords Key to ROI
Every AdWords Account manager/marketer needs to know this
You want to increase your Quality Score in order to increase your market share and lower your Cost Per Acquisition (CPA). Though Quality Score continually changes and modifies in response to factors in an Ad campaign, still there are ways to optimize your account’s Quality Score.
Here are some techniques you can follow to increase your Quality Scores. You can try one or more of these techniques to increase your Quality Score.
1. Never use generic ads in any Adgroup.
e.g. – Take a look at this Ad
Ad
Star AC repair service
Serving the New Delhi
Call for an appointment today!
Keywords:
#ac repair
#ac repair service
#ac repairing services in delhi
#window ac repair
#Voltas ac service
#air conditioning repair
#ac repair delhi
#ac maintenance service
#air condition repair
#ac thermostat not working
#ac blower not working
#ac is not cooling
#air conditioner not running
#a/c not cooling
#home ac not working
#air conditioning blower not working
#air conditioner fans not working
#ac not working in house
#new air conditioner not cooling
Instead group the keywords that are thematically closely / tightly related to each other and write very specific ad / ads for these keywords.
e.g.-
Ad
AC not cooling?
Call 24/7 for immediate repair.
We work Sundays too!
Keywords:
#ac is not cooling
#a/c not cooling
#new air conditioner not cooling
#air conditioning not cooling
#air conditioning not cooling well
#a/c not cooling
#a/c is not cooling
—
Ad
AC not working?
Serving in East, West, South Delhi
We work all day, every day.
Keywords
#home ac not working
#ac not working in house
#ac thermostat not working
#air conditioning blower not working
#air conditioner fans not working
#ac blower not working
#ac fan not working
#ac blower motor not working
#ac adapter not working
Now you can write generic ads for leftover generic keywords. Make a note never start with these generic Ads.
Ad
Star AC Repair + Service
Serving in East, West, South Delhi
Call for an appointment today!
Keywords:
#window ac repair
#Voltas ac service
#air conditioning repair
#ac maintenance service
#air condition repair
2. Make Ad copy highly relevant for the keyword(s).
First and foremost step is to figure out which keyword fits the Ad based on the Ad copy. If your Ad copy doesn’t describe your keywords, move your keywords to a different Ad group and write specific copy for them.
3. The next step is to start testing your Ad copy.
Create new Ad variation in the Ad group and split test them against each other and check which ad gets better CTR. To try some new ideas start using singular version of keyword, then plural version and so on.
Quality Score and CTR association
If your QS is around 4, 5, and 6 then your landing page is not a problem and your relevance is also not a problem. It is all narrowing down to CTRs. Actually, the CTR is really the largest component of the Quality Score. If you increase the CTR, you will automatically increase the Quality Score.
Refer to this Google Hangout on Air
The Ad Groups are not just groups of keywords. These are Ads or groups of Ads which represent a tightly themed group of keywords which in turn take the visitor to a landing page related to the theme of the keywords. This tight theme-based grouping shall ensure better relevancy, better Click through rates and Lower Cost per Conversions, and higher profits.
4. Use Negatives
If you are using Broad Match keywords then it may randomly target some keywords which are totally irrelevant for you and you do not want your ads to trigger for these keywords or search terms. If you are getting a lot of impressions for these types of keywords then your ads may not be relevant for these users. The CTRs shall be below. Just use the search term report and identify these keywords put these keywords into your negative list.
5. Use Ad Extensions:
Sitelinks, Callout Extensions, New Structured Snippet Extensions, Review Extensions, Call Extensions.
When you use these Ad Extensions, you shall get a much larger coverage area on the screen and a much better chance for the user to click on your Ads. Sitelink extensions are clickable extensions so the user gets upto 400% more options to click on than just one (The Headline). As you can get a maximum of 4 sitelinks displayed in an auction.
“I shall soon be writing a post in the future to cover the Ad Extensions in depth. Please let me know in the comments below if you would like me to cover any specific aspects of Ad Extensions.”
Who will get benefited?
These tips are for Marketers who
- Are paying high CPC
- Have low Ad position and
- Want to decrease their CPA.
But the whole conversation boils down to profits and positive ROIs. If, you are converting and getting positive ROI then don’t bother much about Quality Scores.
And in case you are looking for ideas to raise your profit bars and your Quality Score is around 5 or 6 then you can still test to increase your QS to decrease your marketing cost though, but it is not essential to do that if you are happy with your profits.