Running Google ads is more of an art than it is a science. It takes a lot of trial and error and nobody runs their early ad campaigns without making a few mistakes. Once you make those mistakes and learn from them, or learn from other’s mistakes, then you can zero in on exactly the right formula for your campaign.
Not every campaign is the same and the needs are different. So, it can be difficult to know when you are on the right track. Google is trying to help though by offering a Quality Score so you can see if your ads are actually good or not.
In this article, I will go over how you can improve your Quality Score and make sure that you have better success and save some money in the process.
Reasons for a low-Quality Score
Before we can get into how to make sure you have a good quality score we should go over why you may have a bad one. This way you can fix some of the things you may see in this section and raise your score that way.
For instance, if you are getting a really low click through rate then this is going to lower your score. You need to make sure that you tweak your ad to get a better CTR. You could even be getting click fraud that is raising your click through rate but not your conversions. In which case, understanding ads.txt is important as that can reduce your click fraud rate.
You also need to make sure that your ads are relevant to the content in the article or product. Your score will be lower if you are sending clicks to something people weren’t expecting based on the keywords they used. Make sure that you are keyed in on the right keywords that will increase your conversions.
How to raise your score
In the last part of the last section I mentioned relevance. This is also tied into your landing page. If your landing page doesn’t look like what people were expecting or that it doesn’t give enough succinct information then your ads will look irrelevant. Start with creating a well crafted landing page that people want to sign up on.
Also, your keywords should be long tail unless the short tail is exactly what your product or service is about. Long tail keywords are going to be more relevant to the query that a searcher made. For example, if your short tail keyword is “travel abroad” when your site is about a specific country then you need to use a more focused term like “when to travel to Italy”, as an example.
Lastly, you should be looking into testing different ads and see what converts better. If your score is low due to a low CTR then try using a different meta title and see if it leads to more clicks. Try doing a simple A/B test and see if one works better than your older title.