When it comes to Google and the Quality Score of your ads, it isn’t just about quality—it is about leveraging the most out of your ad spend. As a business, you can have a great copywriter, great ads built around amazing keyword research, and great landing pages on your site, but if they don’t all work together, then your overall customer journey may suffer and Google will penalize you by giving you a low AdWords Quality Score.

The higher your Quality Score, the higher your ads rank, the lower your costs, and the more ROI you get out of your online advertising budget.

How Are Quality Scores Judged?

Google gives Quality Scores based on a scale of 1-10, with a 5 being average. In typical search engine fashion, there are dozens of factors that go into their scoring algorithms, which we in the industry aren’t privy to. However, we do know that there are many important factors that impact Quality Score, mainly:

  • Keywords
  • Click-Thru-Rates
  • Quality of the Landing Page

How to Improve Quality Scores

In looking at how to best improve keywords, here is a roundup of suggestions from other experts in paid performance marketing, that WadiDigital implements for our clients’ paid media campaigns:

  • Like-minded keywords should all be grouped in ad sets that are similar
  • Ads within these ad sets should have the same main keywords
    • This includes having the keywords in the ad headline, description, and in the URL
  • The keywords within these groups should be heavily found within the main text of the landing page
  • Have landing pages with great sales copy, that load quickly and covert
  • Ensure that both the ads and the landing page are really relevant to what searchers want

How Quality Scores Affect Your Costs

Most brands spend a significant portion of their budget on buying branded keywords. This is to both easily manipulate the messaging that searchers see, to make sure that searchers land on pages that are geared towards conversions, and so that they can help protect their branded keywords from competitors. Some of the larger names in the industry advocate spending at least 15% of your ad spend on branded keywords. This is important for your overall strategy and helps pull up your overall Quality Score.

As you align on a strategy that better matches your ads with your landing pages, and you create a better searcher experience, your AdWords Quality Score will go up, and your cost will go down.

Monitoring Quality Scores to Improve Your SEM Performance

Watching Quality Scores isn’t just about making sure that you have a perfect 10 out of 10 for each keyword. Quality Scores are about ensuring that searchers have the best experience when they click on your ads. It is about using search engine marketing best practices to help rank your ads higher than your competitors. It is about saving on your average Cost Per Click (CPC).

When it comes to Google and the Quality Score of your ads, isn’t just about quality—it is about leveraging the most out of your ad spend. As a business, you can have a great copywriter, great ads built around amazing keyword research, and great landing pages on your site, but if they don’t all work together, then your overall customer journey may suffer and Google will penalize you by giving you a low AdWords Quality Score.
The higher your Quality Score, the higher your ads rank, the lower your costs, and the more ROI you get out of your online advertising budget.
How Are Quality Scores Judged?
Google gives Quality Scores based on a scale of 1-10, with a 5 being average. In typical search engine fashion, there are dozens of factors that go into their scoring algorithms, which we in the industry aren’t privy to. However, we do know that there are many important factors that impact Quality Score, mainly:
• Keywords
• Click-Thru-Rates
• Quality of the Landing Page
How to Improve Quality Scores
In looking at how to best improve keywords, here is a roundup of suggestions from other experts in paid performance marketing, that WadiDigital implements for our clients’ paid media campaigns:
• Like-minded keywords should all be grouped in ad sets that are similar
• Ads within these ad sets should have the same main keywords
o This includes having the keywords in the ad headline, description, and in the URL
• The keywords within these groups should be heavily found within the main text of the landing page
• Have landing pages with great sales copy, that load quickly and covert
• Ensure that both the ads and the landing page are really relevant to what searchers want
How Quality Scores Affect Your Costs

Most brands spend a significant portion of their budget on buying branded keywords. This is to both easily manipulate the messaging that searchers see, to make sure that searchers land on pages that are geared towards conversions, and so that they can help protect their branded keywords from competitors. Some of the larger names in the industry advocate spending at least 15% of your ad spend on branded keywords. This is important for your overall strategy and helps pull up your overall Quality Score.
As you align on a strategy that better matches your ads with your landing pages, and you create a better searcher experience, your AdWords Quality Score will go up, and your cost will go down.
Monitoring Quality Scores to Improve Your SEM Performance
Watching Quality Scores isn’t just about making sure that you have a perfect 10 out of 10 for each keyword. Quality Scores are about ensuring that searchers have the best experience when they click on your ads. It is about using search engine marketing best practices to help rank your ads higher than your competitors. It is about saving on your average Cost Per Click (CPC).

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