Google AdWords' Quality Score is a key tool in analyzing the performance of digital marketing campaigns. The score is less a key performance indicator, and more a diagnostic tool to show how client ads and keywords are performing as part of a broader digital marketing campaign. Google uses this score to determine how well ads are meeting the needs and search intent of a target audience group. Are you worried about your Google Adwords' Quality Score? If so, here are three ways you can raise that score and improve on your marketing.
Target Small Ad Groups
When using Google AdWords, Google recommends that clients use 15 to 20 keywords per ad group. However, many analysts believe that figure is far too high. Most digital marketing experts recommend focusing on just one keyword with each ad group. Trying to run a campaign with 15 to 20 keywords requires a lot of management, and tends to result in Google's "rarely shown due to low quality score" warning.
A good overall Quality Score on AdWords requires continuity in your digital marketing. Your keywords, ads, and landing pages should tie together neatly. The use of just one keyword makes it easier to customize ad copy around effective keywords that are accurately referenced on your landing pages.
Use Negative Keywords
Google AdWords offers the opportunity to use negative keywords to your advantage. Negative keywords are terms included in an ad group or digital marketing campaign that ensure your ads show up where and when you want. Why does this matter? When viewers outside your target audience see your ad, conversion rates drop. Higher conversion rates can boost your Quality Score.
Implement Expanded Text Ads
Google recently introduced expanded text ads that make it easier for clients to produce longer ads. With more space to take advantage of, clients can integrate long tail keywords with enough room to still promote benefits and a call-to-action. As such, ads are now more relevant and generate more conversions. Expanded text ads offer 140 characters of ad space, with the following changes:
- Two 30-character headlines. (compared to One 25-character headline)
- One consolidated 80-character description line. (compared to two 35-character description lines)
- Improved relevance for display URL. Domain automatically extracts from your final URL to ensure accuracy. URL path is now customizable. (Compared to manually entered display URL where mismatches in display, final and landing page URLs cause ad disapproval)
Importance of Higher Google AdWords Quality Scores
Quality Scores indicate the relevance of keywords to ad groups, as well as the quality and relevance of landing pages or other touch points with the consumer. If ad copy is failing here, clients see a lower Quality Score. This can damage your digital marketing campaigns by diminishing the visibility of ads and value to the consumer. Google itself states that the Quality Score is "an estimate of the quality of your ads, keywords, and landing pages. Higher quality ads can lead to lower prices and better ad positions." A higher score is important because it boosts visibility and helps clients retool ad copy to ensure it is relevant to consumers.
Higher Quality Scores & Pay Per Call
Clients spend money on Pay Per Call campaigns just like any other digital marketing technique. Pay Per Call is all about generating conversions with customers. Business phone numbers are displayed for relevant users with a contextual message that meets a defined need. When keywords and ad placement are done right, Quality Scores climb higher. The resulting impact is greater visibility for Pay Per Call ads and more calls streaming into the business.
Read More: How to Use Google Adword's Quality Score