Recently updated on August 8th, 2022

Have you ever told someone to “Google It?” Much like Band-Aid and Chapstick, it’s a specific phrase that is used to describe a general query. You could have picked Yahoo or Bing, but, instead, the power of Google’s brand has influenced modern-day conversation. Businesses can take advantage of this power by using Google Ads. If you have worked with Google Advertising, you know that it can be meticulous and complex. Some users take years trying to learn all its tricks. One of the most important lessons to learn is related to the Google Quality Score and how much of an impact it has on your success.

Google Quality Score Requires Keyword Synergy

Google pioneered how the everyday consumer uses the internet today. One of the benefits of being a pioneer and an incredibly large, powerful company is that you get to set the rules.

Google’s ecosystem is keyword-based. The relevance and volume of the keywords you use directly impact the success of your campaign. Google rewards you for having keyword synergy around your campaign. If you are to be successful with Google Ads, your messaging and keywords must be consistent —  from search to individual ads all the way through to your landing page. In other words, you increase effectiveness and cost efficiency with keyword synergy. Google tracks keyword synergy through its Google Quality Score.

Modern website design and relevant content are pivotal if you want to squeeze every cent out of your Google Ad campaign.

How is the Google Quality Score Calculated?

marbles balancing on rectangular platforms stacked on top of each other

Google calculates your Ad Quality Score through three distinct categories: Expected Click-Through Rate (CTR), Ad Relevance and Landing Page Experience.

Expected CTR

The expected click-through rate utilizes past performance of that keyword in relation to ad position. It compares that history with your ad to try to identify future success. This metric can be used to identify ads that need adjustments.

Ad Relevance

Also related to your keyword, ad relevance measures how each specific ad stacks up in relation to your keyword list. Be sure that your ads include your keywords. Be specific. Google allows you to build multiple ad groups for each campaign, so try to keep each ad relevant to that ad group’s keywords and, if something doesn’t fit, it might be time to build a new ad group.

Landing Page Experience

The first two items seem somewhat obvious, but the landing page experience is often missed among marketers and businesses. According to Google, your page should be “clear and useful,” and “related to your keyword and what customers are searching for.” That may be somewhat vague, but the bottom line is that your website has a lot to do with how relevant your ads are. Here are some tips to help with your landing page experience.

  • Make sure the keywords and messaging in your ad are reflected on your landing page.
  • Use SSL protection as your SEO and Quality score can be affected by website security.
  • Make sure your page load times are fast.
  • Make sure content is clear, concise and includes a call to action.
  • Use testimonials and reviews – they increase trust in your product/service.
  • Make sure your website in responsive. Mobile search is the primary search platform for consumers and Google’s Quality Score reflects that.

In other words, you increase effectiveness and cost efficiency with keyword synergy.


How Do I Improve My Google Ad Quality Score?

Google’s Quality Score seems very simple, but it can be confusing if you don’t know what you are doing. Here are some ways to increase your Google Ads Quality Score.

Negative Keywords

Have people ever asked you what audience you are focusing on related to a search campaign? While there are important demographics-based audience designations, the real answer is that your audience is your keyword list. The only way to refine that “audience” is through negative keywords.

Here’s an example:

At Next Horizon, we provide remote networking solutions. That key phrase could potentially lead to remote control batteries or remote working- neither of which is worth our cost per click. Instead, we add remote control and remote working to our negative keyword list, refining our keywords and saving money on wasteful words and phrases.

Do Keyword Research

Sounds obvious, right? While it may be obvious, it is a step that many marketers only do once when setting up their campaigns. Keywords and relevance of those keywords can change rapidly. Try to revisit your keywords AT LEAST once per month. You would be surprised how many changes you will make.

Follow Landing Page Best Practicesmutiple digital platforms laid out with the same website on it

Google Search is not designed for generic advertising. Leave that to social. Google search is about specific queries and how well your advertising program answers those queries. Follow the best practices for webpage design. Modern website design and relevant content are pivotal if you want to squeeze every cent out of your Google Ad campaign.

How’s Your Google Quality Score?

Google’s ecosystem can be complex and self-serving, but there’s no denying the results. That’s why billions of dollars are spent every year by businesses promoting their products and services. Fully understand and executing what is needed for a high Quality Score requires many digital marketing disciplines such as website design, graphic design, ad strategy, keyword strategy, copywriting and even more. Hopefully, the tips in this blog will help you make your campaigns even better. If you think you may need more help navigating these waters, then call on Next Horizon. 

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