In Google ads It is very common to give maximum importance in the creation of campaigns to the entire initial setup: the , ad groups, keywords, ads, negative, etc. However, after this many people do not know how to continue and do not manage to optimize the account as much as possible, having bad results and without getting the most out of the campaigns. So today we want to talk about a key factor to optimize an account: the level of quality.
What is the Quality Level
Google itself launches this definition of the level of quality in ads: “Quality Score is an estimate of the quality of your ads, keywords, and landing pages. Higher quality ads can contribute to lower prices and better ad placement.”
Basically it is a note from 1 to 10 where they tell us how good the ad is. As can be seen from the description above, a high level of quality results in a Cheapest average CPC Y highest ad positions. In this way, with the same budget, a campaign with high quality levels in ads, will be able to have more clicks and therefore increase the number of conversions with the same conversion rate.
To take into account the Quality Score in Google Ads, we must consider these three components in order of importance:
– Landing page experience
– Expected CTR
– ad relevance
Therefore, the final Quality Score score for each keyword is a weighted average of these three components.
How to improve the Quality Score
Taking into account how the Quality Level works and the factors that compose it, to improve the scores it is necessary to improve each component. To know which one needs to be more focused, the ideal is to add it to the columns to see if you are “above average”, “average” either “below average”. This way you know what you have to improve.
Landing Page Experience
The landing page experience Estimate how relevant and useful your landing page is to people who click your ads. To calculate it, Google takes into account factors such as the relevance of the content of the landing page with respect to the search term that users have entered, as well as the ease with which users can scroll through the page.
Therefore, to improve this component, you must have a website or landing page according to the services offered and, above all, to have added to the web/landing keywords Active in campaigns. The loading time has to be low and the web usability high, in this way the score will go up.
Expected CTR
The Expected CTR evaluates the probability that a user will click on the ad when it is displayed. Being a potential data, this metric is based on the performance of the previous click-through rate of the ads and derives an estimated data.
To improve this component it is necessary that the texts of the ads (titles and descriptions) are as attractive as possible, with calls to action that entice users to click on the ads. So the CTR will go up, the expected CTR will also increase and the Quality Score score will improve.
ad relevance
The ad relevance evaluates the degree of agreement between the keywords and the message of the ads.
In this sense, to improve this factor it is necessary to go hand in hand with the previous one. The ad must be attractive and above all it must have the keyword added in the ads. You can put the keyword in the title, descriptions, final URL and URL paths. The more times it is (with sense), the more relevant the ad will be.
conclusion
In short, by controlling these components and knowing the method to improve them, the Google Ads keywords will increase, resulting in a cheaper average CPC, an increase in clicks and therefore an increase in the volume of conversions.
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