How To Find Out Your Quality Score In Google Ads (And Improve It Once You Do!)

March 26, 2021

If you have been using Google Ads to get more business online, then chances are you have thought about how to reduce the amount you pay per click (PPC) or pay per conversion (CPA).

Well, good news! You're about to find out one way to do just that via Quality Score!

A Quick overview of Quality Score

To aid a better experience for their key customers (not advertisers I am afraid), but the people using their search engine and tools (your customers), Google created Quality Score.

Its purpose? To give you (the advertiser) a general sense of your ads and landing pages' quality.

Each keyword in your account gets a quality score from 1-10, representing your adverts' and the landing pages a visitor reaches if they click on your ad estimated quality.

Three factors currently decide your quality score:

  • Expected click-through rate
  • Ad relevance
  • Landing page experience

Essentially the higher your quality score demonstrates how much Google sees your adverts and landing pages as relevant and useful to someone looking at your ad.

Google then rewards you with lower CPC's, so you get more bang for your buck!

Where Can You Find Your Quality Scores?

You can find your Quality Score in your Google Ads platform in three easy steps.

Step One: In Google Ads, go to your Search Campaigns and select "Search Keywords."   

Step Two: Just above where the keywords are listed there will be a column icon. Select that and then search for Quality Score. You will see an option for history, but we'll explore the current quality score for this article.

If you would like more information on historical quality score, please get in touch or sign up to our regular newsletter and we can add this to the tips!  

Step Three: now, Quality Score should appear in your data columns. You can also select Exp.CTR, Landing page Exp and ad relevance to see a breakdown of your score. The theory is to give you ideas of where you may need to make improvements.

As you can see from the example above we have achieved excellent scores for one of our clients – but in the interest of always trying to optimise and get better results there are still some improvements to be made.

There is a keyword with a score of 8/10 and the average area is landing page experience.

To improve this score, we would carry out checks like ensuring we have matched the keyword to the right landing page and work with the client to review and improve the landing pages experience.

Improvements could be a simple fix, such as decreasing the page load speed or a bit more in-depth copy change.

Here are some quick tips to improve your quality score

Expected Click-Through Rate

  • Try increasing your bids slightly
  • Check the relevancy of the keywords your bidding on (are they to vague)

Ad Relevance

  • Check the keyword and the ad copy do they go together thematically?
  • Check your ad copy is it compelling?

Landing Page Experience

  • What is your page speed like (especially on mobile?)
  • Is there a strong connection between the keyword, ad copy and landing page?

There you have it. A brief guide on what Quality Score is, where to find it and some tips on areas you could look at to improve it.

If you're super busy and do not have the time to improve your quality scores but want to why not speak to a team member, we would be happy to work with you to get your CPC and Cost per conversions to where you want them to be.   

About Stacey Pledge

I'm a PPC Specialist helping clients across the UK, Europe and the US get the best from their pay per click campaigns and reaching their business goals.

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