One of the easiest ways to cut costs in Google is to improve your Google Ads quality score. But how do you improve your quality score? And what is a quality score in the first place?
Today, I want to help you understand how you can make your Google Ads account more profitable. At the same time, cutting costs.
To find out more check out my video below or keep reading for the full blog.
Google has always provided users with the most relevant results possible and the most the best user experience possible.
They want to ensure that when a user searches, they are getting the best experience possible.
One crucial metric Google uses to determine this is called quality score.
Quality score is a metric used by Google, which is a combination of keywords used.
The ads, which are shown to the user to make sure they’re most relevant. The click-through rate for the actual ad itself and the website experience.
Essentially, Google wants to reward you for creating a great and relevant user experience. The higher your quality score, the less you have to pay for the cost per click.
Increasing your quality score, your cost per click goes down, you get more clicks, you get better rankings, and ultimately, it helps increase your profitability and ROI.
SEVEN STEPS TO IMPROVE YOUR QUALITY SCORE
Step one: Use specific keywords
Use more specific keywords. Be very specific about the keywords that you use.
Avoid using broad keywords as it will drive irrelevant search terms. It means it will take time to optimize the right keywords that you want.
For example, if your company does window shutters, don’t use window shutters. Better to use a longer tail keyword such as window shutters.
So even though the search volume is going to be a lot less, the quality of those keywords is going to be a lot higher.
Step two: Use negative keyword
If your business again, using the example of a window share company, if you do domestic window shutters and you don’t do commercial window shutters, then consider adding commercial as a negative.
You might do even like to take a look at your search terms to see what type of clicks you have been painful, which are not really relevant to your business.
Step three: Group your keyword in highly themed ad groups
I’ve seen some horrific campaigns whereby an ad group sometimes consists of over 100 keywords.
Ideally, you want to be targeting around about 20 keywords maximum per ad group, which will be highly relevant to one another.
As a result, the ad that you’re showing will be highly relevant, leading to a higher click-through rate. If you do better your click-through rate, you’ll do better your quality score.
Step four: Optimise Ad Text
Make sure the ad text is highly relevant to the keywords that are serving that particular ad. Get the main keyword within the Ad.
Again, it goes back to a previous point about keeping your ad groups very tightly themed.
The more relevant your ad, the better your click-through rate.
And the better your click-through rate, the better your quality score.
Take a look at what your competitors are doing.
Take a look at what ads they’re using.
Then take some sort of insights from that.
Keep amending your ads by getting rid of the poor quality ads and keeping the best performing ads.
Step five: Use a combination of expanded text ads and responsive text ads
With responsive text ads, you’re giving Google a little bit of power. — To determine which descriptions that Google might like to serve to provide the user with the best experience possible.
Depending on the keyword that they’ve searched for.
Step six: Avoid using dynamic keyword insertion ads
Avoid using dynamic keyword insertion ads, or DK for short. We’re DK ads.
Google allows the actual search term that the user typed in to appear when the ad.
So even though it might look relevant, but NOT providing the users’ needs. It will give poor quality leads.
The non-DK ads always tend to have a better user experience, better click-through rate and better quality scores than DK II ads.
Step seven: Optimize your landing page
Ensure that whatever the user has typed in, the user has been taken to the most relevant page possible.
So if the user has typed in window shutters, make sure that the user ends up on a highly relevant page.
It will help you improve the user’s experience. It gives Google a signal to find the most relative keywords.
Split test your landing pages.
ALWAYS have some type of experiment going on whereby you can test one landing page against another.
Following these steps will help your business more profitable and improve your Google Ads quality score at the same time.
Need help with your Google Ads? Or just want an independent review of your Google Ads/SEO? Contact us or call 07866 555 555