How do I improve my Google Adwords Quality Score?
Your quality score is assigned by Google against your Pay Per Click campaign in Google Adwords. It’s a good marker for understanding how well your campaign could potentially perform. Performance from a PPC point of view encompasses the following:
- Getting the right traffic to visit the right pages on your website
- Increasing the overall number of visitors
- Getting a healthy click through rate
- You adverts appearing in a good position throughout the day
One of the ways to achieve this is through improving your quality score. It essentially means you can pay a lower click cost for a better positioned advert, I mean who wouldn’t want that?
Improving your Quality Score
Here are some guidelines as to how you can improve your quality score, we always recommend continually tweaking and testing your campaigns so you can see what is working and what isn’t.
1. Adverts
Have a well written PPC advert that is specific about the product, location or service that you are offering. Using some of the functionality available you can tailor your adverts to appear differently based on the key phrases people are using to search.
2. Url
The url that you are sending people to when they click on your advert is visible to those people searching, you can change the url name based on the key phrases you are targeting. It’s important that these are relevant to ensure a healthy click through rate.
3. Landing Pages
Your landing page is the page that you are directing people through to when you click on your ad. Having a specific landing page will help increase conversion rates as well as aid your quality score. For example, if your ad is focussed on providing cleaning services in Hertfordshire then your landing page should include those words, preferably in the H1 title.
4. Engaging content
Ensure that you keep visitors engaged, if people click on your advert and then don’t find what they want they will simply go onto the next website. You will have paid for that click for nothing. If you are getting lots of traffic but no enquiries, then start by looking at your content.
5. Use of negative keywords
Including non relevant negative keywords will mean that you avoid people clicking on your advert for the wrong reasons. For example if you sell only running shoes, you don’t want people coming via your advert that are looking for football boots and so you can add this as a negative key phrase. This will help reduce the number of bounces as well as wasted click costs.
Improving your quality score will mean that you get more bang for your buck so to speak. But more than this, the process of doing so will help you to create a more specific and engaging campaign for visitors to your website. You don’t want people clicking on your ad’s and finding that they have come to the wrong place The more specific you make the campaign along with an engaging and interesting landing page will help not only your quality score and click costs, but it will also help to aid conversion.
The better your conversion rate is, the better your ROI.
This is where it becomes important to either engage an agency to manage your PPC campaign for you or ensure that you have a team member who is fully trained and Google Adwords qualified so that they can ensure you maximise your budget. If you do not do either of thee things, chances are you will end up wasting money on a badly thought through and managed campaign or give up on the idea completely.
As a Hertfordshire Digital Marketing Agency we work with businesses in the Hertfordshire and Essex region, as well as across the UK, USA, China and throughout Europe. So wherever you are based and whatever digital marketing services you need, we can help!
