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How to Improve Your Google Ads Quality Score

Advertising on Google with Google Ads is one of the best ways to expand your business’s reach. Google Ads can be used for generating leads, increasing sales, and driving valuable customer activity. One important thing to note with Google Ads is that your ads begin showing as soon as the campaign turns on. This makes paid search campaigns a valuable opportunity for businesses looking for quicker ROI on digital marketing. After an ad is placed, Google evaluates its quality and relevance to assign a Quality Score.

Some factors on which Quality Score depends are:

  • Your Click-Through Rate (or CTR)
  • Your Google Ads account performance in the past, if any
  • The relevance of your ad text
  • The quality and relevance of your landing page
  • The relevance of keywords to their ad groups

No one (other than Google) knows exactly how much weight each factor carries. However, what we do know is that CTR is the most important component. Google uses previous user interactions with your ads as a way to gauge how relevant future users may find them.

Why is Quality Score Important?

As an advertiser, taking steps to increase your Google Ads Quality Score should be at the top of your priority list. Your Google Ads Quality Score will determine whether your ad is eligible to enter an auction. Advertisers with a small budget but a good Quality Score can still get their ad placed in top position.

Google Ads Quality Score also has a major impact on ad placement on the Google Display Network. A low Quality Score would mean less traffic to your site and a lower ROI.

Tips to Increase Google Ads Quality Score

Repair Your Destination URLs

Repair broken destination URLs and make sure they lead to working landing pages. Replace forward and backward slashes with blank spaces or dashes. Replace commas and ampersand with dashes.

Use Relevant Keywords

Use relevant and long-tail keywords for your campaigns that can boost traffic.

Optimize Landing Pages

Follow landing page best practices. Make sure your pages connect directly with ad groups.  These steps will help you improve your customer experience and increase engagement by ensuring your ads are leading visitors to relevant pages.

Refine Ad Text

Write relevant ad copies targeted to your ad groups. Remember, effective ads get higher CTR, which is one of the most effective ways to increase your Google Ads Quality Score.

Check Your Website Speed

Use Webmaster tools or Google Analytics to test your website speed. Make sure your website does not take more than five seconds to load (ideal website load time is about2-5 seconds).

WSI Smart Marketing is among the most sought-after marketing agencies in Santa Rosa. If you’re looking to partner with a company with years of Google Ads experience, look no further! Whether you are looking to generate leads, drive additional sales, or run a brand equity campaign, our digital marketing experts have you covered. We have experience with successful Google Ads campaigns in a multitude of industries. To discuss your digital marketing needs with our team, please call us at 707-843-3714.


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