3 Jun, 2020

5 Easy Steps to Better Google Ads Quality Score

Google ads image

Google Ads offer an effective way for businesses of all sizes to reach their target audience without spending a significant amount of money on marketing. They give you full control over your ad campaigns, which enables you to maximise the reach of your PPC and even compete with famous brands.

Indeed, running an efficient and successful Google Ads campaign can help you minimise your marketing expenses. But did you know that you can further reduce the cost of your ads? By merely improving their quality score, you can save more money and, at the same time, increase your chances of generating more leads and making more conversions.

What is the Google Ads Quality Score?

Rather than a key performance indicator, the quality score is a diagnostic tool that tells you the status of your ads and keywords. It helps you determine how useful and relevant your ads are to your target audience according to:

  • Ad relevance – how your ads match a user’s search query and intention.
  • Expected clickthrough rate – how likely your target audience will click on your ads.
  • Landing page experience – how organised and pertinent your landing page/site to the searchers. 

You can see your ads’ quality score by running a keyword diagnosis. When you select “Campaign” and then click on “Keywords,” you’ll see a white speech box next to your target keywords. The highest quality score is 10, while the lowest is 1.

As mentioned earlier, having a high Google Ads quality score is essential to your success. The better your rating, the lower your cost-per-click, or CPC will be. This allows you to maximise your budget and get more value from your Google Ads campaign.

Here’s another reason why you should strive for a better quality score. Similar to organic search results, paid ads have a rank. If your quality score is low, your rank will suffer. If your ads rank poorly, there is little chance that they will show up prominently on Google search result pages or SERPs. Since the top three paid ads on Google receive 46% of all clicks, it is very crucial to get good rankings.



Obtaining a Better Quality Score

Fortunately, improving the quality score of your ads is not exactly rocket science. By simply changing how you craft and manage your ads, you can significantly improve their quality score and performance, which can result in a better return on investment.

1. Review your data

The first step to improving your current quality score is to check your data, particularly those involving your impression share. The impression share is the number of times your ads are viewed over the times you expect them to be seen. It tells you if your ads are reaching their intended audience. If your ads have a low impression share, your ads are likely invisible and, therefore, not being clicked. Always keep in mind that reviewing your data is crucial to running a successful Google Ads campaign as it helps you determine if you need to make the necessary adjustments.

Search Impression

2. Avoid using keywords that are too general/broad

Try to use specific keywords in your campaign to improve your Google Ads quality score. If you use broad match keywords, there is a high probability that the people who aren’t interested in your product will see your ads. This could cause you to lose money.

However, be careful when using particular keywords in your advertisements. If they are too specific or too “niche,” you are limiting the number of people who can see your ads. Try to find a middle ground to achieve better results.

3. Group relevant ads

Make your ads more pertinent by grouping ads with a similar audience, keywords, and other vital elements together. When related ads are grouped together, Google is more likely to consider them as relevant. Also, it makes it easier for you to manage your campaigns.

4. Create specific landing pages

Creating better landing pages also contributes to a better quality score. Since Google calculates your score according to landing page experience (amongst other factors), ensure that your landing pages reflect what’s written on your ads. Check if they have the same keywords and value proposition.

Having better navigation and faster page loading time also helps since they add to overall landing page experience. Keep in mind that Google wants to be sure that your audience can easily access and get around your landing pages. As such, improving both their content and technical structure can go a long way towards achieving a higher quality score.


PageSpeed Insights

5. Maintain your score

Obtaining a high Google Ads quality score is just half of your task. It would be best if you also maintain it once you’ve reached your target. It is because the search giant also checks the history of your score over time. Therefore, continuously refine and improve your ads, keywords, and landing pages to not only impress Google but also help to make a mark on your target customers.


Although the quality score is not technically a key performance indicator, it is in your best interest to improve yours when running a Google Ads campaign. This can help you reduce your costs while enjoying better results and a more significant return on investment.

At Springhill Marketing, we can help you improve the quality score of your Google Ads. Contact us today and discover the secrets to better-performing PPC ads.

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