How to Improve Your Quality Score


Quality Score is perhaps the most talked about subject between AdWords advertisers. Google’s Ad Rank algorithm is largely influenced by the sometimes controversial Quality Score and a priority for many AdWords users is to get the top score of 10 for their accounts and campaigns.

So why the obsession? Because Quality Score can make you competitive against rivals with bigger budgets and even lower the cost you pay for clicks – but there’s more to Quality Score than many realise.


The many types of Quality Score

You’ll hear about keyword Quality Score all over the web and almost certainly talk about landing pages as well. But Google tallies up separate scores for your overall account, ad groups, individual ads, display network and mobile – as well as keywords and landing pages.

So almost everything you do in AdWords can impact your overall Quality Score and the history of your whole account is taken into consideration.


So how do I raise my Quality Score?

When there are a grand total of seven different Quality Scores you may be wondering how on Earth you can improve them all. Well, the good news is you can narrow them down to two key factors: CTR and relevance. Google makes its money from clicks so no prizes for guessing what the search giant wants from your campaigns.

Your goal doesn’t end with clicks though – you need them to turn into profitable conversions – and this is where relevance becomes so important. The more relevant your ads, keywords and entire campaigns are to user intent, the more clicks your ads will get. Not only does this improve your Quality Score, it should also increase the quality of traffic your ads generate, attracting people more likely to convert.

Add this to relevant landing pages, plus a solid user experience across your website, and you’ve got yourself some top-notch Quality Scores and a profitable AdWords strategy.


Creating more relevant campaigns

The first step to better relevance is to create separate campaigns for different goals and user intentions. Split your keywords between these campaigns and drop any that no longer fit and draw up a list of negative keywords to reduce wasted impressions. And, remember you can create multiple ads for the same goal, use rotation and split test to improve performance.

The ads themselves need to be highly relevant too and this is where user intent becomes so important. Your ad needs to tell people they have found what they’re looking for, convince them you’re the business to deliver and tell them what they can expect when they click your ad (ie: a relevant landing page).

Finally, you want to delve into the kind of targeting we recently covered to deliver your relevant ads to equally relevant audiences, based on location, device and previous interactions. The goal here is to increase CTR, but with traffic more likely to convert so you can become profitable to Google and maximise your own AdWords income in the process.


Is Quality Score the golden ticket to AdWords success?

This is where Quality Score becomes a little more debatable – many advertisers swear by it, while others laugh it off as unimportant. The fact is Quality Score is one of the most important factors in AdWords, because it ties your goals with Google’s and you can’t expect to make a profit if you’re not valuable to the search giant.

The important point is high Quality Scores should not be your main goal – that is always profit. Higher Quality score generally reflects better campaigns, which you naturally want, but the selling point for many advertisers is it can lower CPC.

Likewise, you don’t want to get distracted by reducing ad spend or increasing ROI if it restricts profit. Ask yourself this question: would you rather spend £10,000 and make £100,000 or spend £100,000 and make £1,000,000? It’s the same ROI (%) but a significant difference of £810,000 in profit.