So here are my seven steps for improving your quality score.
Step one – Use More Specific Keywords
Use more specific keywords. Be very specific about the keywords that you use. Try to avoid using too many broad matches. It really cut down on the amount of broad match keywords they use. Because by using broad match keywords, you’re introducing a lot of irrelevant search terms, which you’re then going to have to do more work on optimizing and creating into negatives and so on. So be very specific about your keywords. For example, if your company does window shutters, don’t use the word shutters, or try to minimize on the word just shutters. It would be better to use a more longer tail keyword such as window shutters, or even domestic 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, lot, lot higher.
Step two. Use negative keywords
So for example, if your business, again using the example of a window shutter company, if you do domestic window shutters and you don’t do commercial window shutters, then consider adding commercial as a negative. By doing so, you’re not going to attract clicks and costs for keywords which you’ll never ever be able to serve in your business, and they’re just going to go to total waste. You might even like to take a look at your search terms to see what type of clicks you have been paying for which are not really relevant to your business.
Step three. Group Keywords in Adgroups
Group your keywords by tightly themed ad groups. I’ve seen some horrific campaigns whereby an ad group sometime consists of over a hundred keywords. Ideally, you want to be targeting around about 20 keywords maximum per ad group, which should all be highly relevant to one another. As a result of that, the ad that you’re showing is going to be highly relevant, which then leads to a higher click-through rate. And the better your click-through rate, you got it, the better your quality score.
Step four. Continue to optimize your ad text
Just make sure the ad text is highly relevant to the keywords that is serving that particular ad. Make sure that you’ve got your main keyword within the ad. Again, it goes back to my 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, you got it, the better your quality score. Take a look at what your competitors are doing. Take a look at what sort of ads they’re using. And just take some sort of insights from that, and keep amending your ads by getting rid of the poorer 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 one of your headlines or descriptions that Google might like to serve in order 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, or DKI for short. With DKI ads.
Google allows the actual search term that the user typed in to appear within the ad. So even though it might look relevant, but you’re not really providing the users with whatever service you’re truly providing, but you’re just trying to hope that, “Hey, they’ve typed in this keyword, so if I show them that keyword in the ad, they’re more likely to click on it,” which does sometime lead to poorer quality results. And from my experience, the non DKI ads always tend to have a better user experience, better click-through rate, and better quality scores than DKI ads.
Step seven. Optimize your landing page
Make sure that whatever the user has typed in, the user is being taken to the most relevant page possible. So if the user has typed in window shutters Birmingham, then make sure that the user ends up on a page which is about window shutters Birmingham. Improving the user experience, you’re giving Google signals that it’s all relevant. The keyword’s relevant, the ad was relevant which they clicked on when they went to the website, if the user has stayed on the website for a period of time and they’re being interactive with the website. All these are signals to Google that you’re providing the user with the most relevant results and the best user experience possible. Split test your landing pages. Always have some type of experiment going on whereby you can A/B test one landing page against another.
By following these steps, you’re going to be able to make sure that your account is more profitable simply by improving your quality score. So let me know what you found most useful about this video on how to improve your quality score.
If you would like help with your Google Ads or would like an independent Google Ads Audit, get in touch and we will be happy to help.