73% of the paid search market share belongs to Google. 75% is the average conversion rate for Google Ads.
Connecting with prospective customers online has become the need of the hour for every business. Along with SEO and social media, Google Ads form an intrinsic part of every business’s digital marketing campaign.
Google Ads is an advertising service created by Google that allows businesses to display their ads on Google platforms. With Google being the dominant search engine for consumers globally, this ad platform is undoubtedly one of the most popular advertising services used by businesses everywhere.
As competition increases multi-fold each year, having a good quality score for your Google Ads could give your business the edge and make it easier for customers to find you. An SEM agency in Mumbai can help you develop and execute a holistic digital campaign. Here, we look at what is a quality score and how you can improve it for a better ranking.
Google Ads Quality Score
The Quality Score is Google’s rating of the overall user experience offered by your ads and landing pages based on the user’s keywords. Simply put, it checks for the ease and relevance of your ads based on the keywords used by someone looking for your products. The score is rated on a scale of 1-10, with 1 being the lowest and 10 being the highest.
Google uses the following factors to rate your Quality Score:
Expected Click-Through Rate (CTR): How likely is someone to click your ad when Google serves it for the keyword they type in?
Ad Relevance: Does the ad make sense to appear when someone searches for a particular keyword?
Landing Page Experience: Does the information on the landing page correspond to what the ad is offering, and vice versa?
Keywords and Quality Score
Keywords form the basis of your Quality Score. If your keyword research and usage aren’t up to the mark, no amount of strategy could help your rank or score. Make sure you are regularly reviewing and updating your content based on keywords used by your target consumers. For additional help on the right keywords to form the basis of your Ads and other PPC campaigns, be sure to connect with a PPC company in Mumbai.
Tips to improve Quality Score
Google suggests working on the following to improve your overall Quality Score.
Prioritizing clickable content
The Clickthrough Rate (CTR) is a key component of Google’s Quality Score. CTR is a ratio showing the number of clicks as compared to the number of people who see your ad. This checks your use of keywords as compared to those used by the consumers. On Google Ads, you will see one of three types of statuses for their expected CTR.
“Average” or “Above Average” – No significant problems with the keyword’s expected CTR relative to all the other keywords across Google Ads
“Below Average” – Consider changing the ad text to be more similar to your top keywords
This status allows you to delete the keywords that are no longer used and instead adopt the current keywords to stay relevant.
Ensure your Ad is relevant to the search
Google is all about improving consumer experience and is constantly fine-tuning is algorithms to be more user-friendly. Ad relevance refers to how well a keyword matches the message in your ads. For this category, you will also see one of three possible statuses of average, above average, or below average.
Make sure you use the keyword and message that consumers would use when they would want to search for your product or service. Write a crisp and concise message that showcases your brand’s USP that matches their needs.
Optimize your landing page experience
The landing page is the place where visitors will be prompted to take the final action of purchase. If the landing page is cluttered, relevant to the Ad or search term or filled with pop-ups and unnecessary messages, the visitor is unlikely to buy and Google takes note. An optimized landing page is crucial not just for a business to make a sale but also to offer a good user experience – a factor that Google takes seriously when calculating your Quality Score.
A higher Quality Score is important for businesses to improve visibility and get the most out of their Ad budget. Be sure to constantly review and improve each of the factors listed by Google for a better score. In case you need help, be sure to connect with the best PPC services in Mumbai.