Google Ads Tips: 4 Tips to Improve Google Ads Quality Score

Google Ads has a large number of ads being bid and delivered every day. Which ads have a higher bidding success rate? Which ads can get more successful delivery opportunities and pay relatively lower costs? This is closely related to the quality score.

Ⅰ. What is Google Ads Quality Score?

Google's Ads Quality Score is a diagnostic tool, expressed on a scale of 1-10, designed to let advertisers understand how the quality of their ads compares to other advertisers.

The higher the quality of an ad, the better the ad effect, the higher the ad ranking, and the lower the ad cost. This is enough to illustrate the importance of ad quality score, because it can help advertisers identify "poor" ads and optimize them in a targeted manner, thereby achieving higher benefits.

Your ad's Quality Score is calculated based on the combined performance of 3 factors:

Estimated click-through rate (CTR): Google uses historical data to predict the percentage of users who will click on your ad out of the number of users who see your ad, reflecting the likelihood of your ad being clicked when it is displayed.

Ad relevance: How well your ad matches the user’s search intent (i.e. the main reason behind their search).

Landing page experience: How relevant and useful your landing page is to people who click your ad. Google evaluates landing pages based on factors such as content value, ad consistency, and usability.

Ⅱ. Optimization points

1. Set up keyword insertion

The keyword insertion function can automatically add keywords in the ad group that trigger the ad to be displayed to the ad, thereby increasing the relevance of the ad to potential customers and improving the quality of the ad. First enter the curly brackets "{}" in the ad title, then select "keyword insertion" in the pop-up drop-down menu, enter the replacement word in "Default text", and further set the uppercase and lowercase options of the keyword if necessary. For example, even if the keyword of the ad is "chocolate", when the user searches for "dark chocolate bar", the ad will automatically display "dark chocolate bar", which looks more matching.

2. Use negative keywords

Negative keywords are used to tell Google not to show your ads to users who search for these specific words. In fact, negative keywords are used to exclude searches that are not related to your products, reducing invalid clicks and wasted budget. For example, if you need to promote ordinary myopia glasses, you can set words such as "sunglasses" and "plain glasses" as negative keywords.

3. Create a dedicated landing page

Many people will set the landing page directly as the homepage, product details page or catalog page, etc. There is nothing wrong with this, but such pages often cannot achieve high consistency and relevance, which will have a negative impact on the quality of the advertisement.

You can directly use the original product page as a basis for targeted optimization, and make it highly relevant to specific keywords and ads. For example, if the ad promotes "Up to 50% off chocolate", the landing page should display various chocolates with discounts and fully display the discount information. It is conceivable that if the homepage or catalog page is displayed at this time, users will be confused.

4. Regional and effect testing

Region is also an important factor affecting the quality of advertising, especially for advertisers who have more than one target market. Consumers in different markets often have different preferences and needs, so regional testing is even more necessary. Even advertisers who focus on a specific target market need to test the display effect of advertisements in the target region and adjust their strategies based on the advertisements of competitors. In addition, if the advertisement is not positioned accurately, it will not be possible to correctly deliver the advertisement and effectively reach the target users. You can use IPFoxy proxy to assist, with multiple IP types and various regional options, to solve the problems of accurate positioning and effect monitoring in one stop.

Ⅲ. Final Thoughts

Google's advertising quality score is determined by a variety of factors. With the help of reliable online tools and active adjustment of strategies, you can effectively improve advertising effectiveness.