The process of determining the ad relevance and ranking of the ads presented is based on the calculation of the Quality Score
So for you to advertise on Google properly, and get your ad with a high Quality Score
You must understand the Quality Score, and how it is calculated, and this is what we will explain in this article
What is a quality score?
Quality Score is a variable used by Google, as well as other search engines, such as Yahoo and Bing
To calculate the ad ranking and cost-per-click (CPC) of the ads
Your Quality Score is what determines when and where your ad appears, and also influences the ad price.
The goal of this ranking method is to improve the user experience by providing ads that are most relevant to what they are searching for
This will help users find what they are looking for, whether it is a service or a product
A Quality Score is calculated every time a keyword is used in a search.
Thus, Google Ads assigns a Quality Score for every keyword in your campaign that ranges from one to ten points in ascending order
A keyword's specific Quality Score is not definitively defined, as it is calculated for every search
The factors that affect that keyword's Quality Score are constantly changing, and consequently, the Quality Score value changes
Origin and purpose
Quality Score was first introduced in 2005, with the aim of providing ads that better relate to what a user is searching for
Understanding the relationship between the keyword used in search and ads have had a huge positive impact on Google
It enabled Google to display more relevant ads
Which started to improve the user experience and had a positive effect on search engine optimization
In the end, I started increasing my Google Ads earnings as the ads became more effective.
Why is Quality Score important?
Getting high Quality Scores is very important to having successful campaigns with Google Ads
Quality Score also plays a major role in determining ad position.
Bearing in mind that the results that appear at the top of the search results page are considered the most important among the rest of the results
As the rate of being noticed by search engine users is greater
It is very important that your site appears as the highest possible, and this can be achieved by increasing your Quality Score
Google calculates ad ranking using a simple formula:
Quality Score multiplied by the value you set for clicks or clicking on your website link
Alternatively (Bid x Quality score), Quality Score also affects CPCs
This means that a higher Quality Score will result in you paying less for your ad to show
In this case, your ad will be seen as related to what the user is searching for, and useful to them
This provides a positive user experience, and enables you to reach a successful campaign
Factors affecting Quality Score
Quality Score is the important part when advertising on Google
As it mainly helps you to create your ad better, and increase its success rate
So you must take into account all the factors that affect Quality Score
A complex formula is used to calculate Quality Score by Google Ads
Every time a keyword is used in the search.
Since the purpose of Quality Score is to increase the percentage of relevancy of ads to search results, it includes many metrics
It should evaluate the relevancy, and quality of the ad
Knowing these metrics will help you understand how the Quality Score is calculated.
And what you can do to achieve the highest possible quality.
1- Make number 10 your permanent goal
The lowest Quality Score is 1 and the highest is 10, and you should always try to reach 10
Because this increases the success of your campaign, you should also know that reaching 10 out of 10 is not always easy
So you must often be content with a lower score, such as a 7 or 8
If the result is less than 7, you will need to review your campaign
Find out what can be done to improve your score, and the campaign itself.
You should analyze all the elements that affect your Quality Score in order to improve their value, and thus improve the efficiency of your ads.
2- Key words
To make sure that your ad is suitable to appear in certain search results, you should use the (keyword) keyword:- Ad title
- Ad description
As the keyword (keyword) is not only important when determining the relevance of the ad with the user's search results,
But it is also important when the search results are displayed
This makes it easy for users to discover them when they search through the results.
You should choose your keywords carefully and also make sure that they are related to your ad group.
As well as your landing page
3- Landing page
The landing page is one that users will land on once by clicking on your ads
The landing page is where you will be able to achieve your goals.
Regardless of whether these goals are purchases or registrations on your site, or any other goal
You must have a high quality landing page. This is very important to get effective ads,
Which will affect the Quality Score of your ad the most
A high-quality landing page will help you achieve your main goal, which is to get conversions
Besides being related to your advertisement, which is essential
These elements should be available on your ad's landing page:
- Contains keywords (keywords) from the ad
- Easy to navigate inside
- Provide enough information about who your site is, and what it is to offer
- It can be browsed naturally via mobile devices, such as tablets or tablets, and phones
- Users can access the home page of your site
4- Loading time for your site
Optimizing your site's load time is an important factor in your site’s overall SEO optimization
As for advertising through search engines, this factor becomes more important
If the landing page takes too long to load, a large number of visitors will close the page before it is fully loaded
Note that Internet users are becoming less impatient, and expect pages to load quickly, without any difficulties.
If your landing page loads slowly, visitors who click on the ad will leave even before they see what you offer
You will miss the opportunity to convert these visitors from just passing visitors to your site customers
Also, this may have a negative impact on the relevancy of your landing page with users' search results
This reduces your ad's Quality Score
5- Click-through rate (CTR
When a user searches Google for specific keywords, Google displays the paid ads first
Then the user checks the results, and clicks on the results he finds closely related to what he is searching for
If the user finds an ad that matches what they're looking for, they click on it
Google will classify this ad as closely related to the keywords used in the search.
For example, if a user is searching for bike rentals in Paris, several paid ads will appear.
If many users click on your ad, but not the rest of the ads
And they clicked on your ad over and over again when looking for bikes to rent in Paris
This will cause Google to decide that your ad is relevant, and useful to users who have searched for bike rentals in Paris
Higher click rate has a positive effect on Quality Score.
As a result, your Quality Score will improve, which will also result in your ad appearing in the first results results page.
Thus, the campaign costs will be lower, with the higher the number of clicks the cost of the click decreases, which saves you in the overall campaign cost
6- Competition in your geographical environment
Geographic region also affects your ads' Quality Score.
If Google notices that the click rate in a country is significantly lower in a particular country, the ad quality for that region will be lower.
To ensure that your geographic performance does not compromise your Quality Score, you should carefully choose your location targeting options in your campaign settings.
This will enable you to target visitors in geographic areas that you expect to convert these users from visitors to customers
Also excluding certain areas will help you reduce campaign costs
Since your ad will not be shown to users, it is not unlikely that they will become your customers
7- Your previous attempts
Your account data also affects your ads' Quality Score.
For example, if you have an active Google Ads account for a while, and you have successfully created successful campaigns
This will have a positive effect on the new campaigns you create
Also, data about your site's domain name and its history can improve your ad's Quality Score
If you were able to associate your site's domain name with (keyword) keywords, you previously scored a high quality score
You will likely get a high Quality Score for the new keywords that you target in your new campaign
How do you improve your Quality Score?
When it comes to improving Quality Score, you must analyze all the elements that affect it
And you have to learn to improve each of them separately
1- Click rate
While all of the above affect Quality Score equally, click rate is unique
Since it is often the best indicator for Google that shows the relevancy of an ad with users' search results
Click rate helps Google classify ads as relevant or irrelevant to users' search results
As Google's main goal is to display relevant ads with users' search results on the user
This improves both the user experience and the profit that Google will generate
Click rate is the factor that helps Google evaluate the relevance of the ads.
This is why this component is especially important when it comes to determining Quality Score
Therefore, the first task in improving your Quality Score is to improve your click rate
Click rate is the number of times your ad is clicked or clicked compared to the number of times the ad appears overall
You can increase the number of clicks if you create effective, compelling ads, and target them well.
Using keywords and captions will improve ad performance
You must also provide an appropriate description of the service or product that you offer in your ad so that you can convince users to click on it
2- The target audience and the geographical area
Choosing your target audience and geographic region is extremely important when trying to optimize and increase your click rate
For example, if your business is to rent bicycles in Paris, then you must choose the target audience that will interact with your campaign
Otherwise, you are at risk of wasting your budget and getting low performance for your ads.
For example, if your ad appears when someone wants to rent a bike in Berlin
It is unlikely that this user will click on your ad
As a result, your ad is considered irrelevant to what the user is searching for, and your ad's Quality Score will decrease
In order to avoid this, you need to choose the correct settings when setting up your campaign.
3- Transfers
Unlike clicks, conversions do not affect Quality Score.
This is because Google is unable to understand what constitutes a conversion for your campaign
Since every campaign is different, you can set up different goals for your campaign
Besides general goals, you can define what action your visitor will take, and consider it a diversion
Some advertisers use the sale as a conversion
Others consider signing up for the newsletter or registering their email on the site as a transfer
This depends on the domain of the site, since the domain determines the nature of the conversion
For example, if your site is an online store, the purchase is considered a transfer
But if the site is educational or aims to publish content, then registering their email is considered a transfer, and so on
What matters is that Google has no way of knowing whether or not you've obtained conversions from your campaign
Therefore Google cannot use this factor when determining Quality Score
Useful Tips
Here are some practical tips to help you improve your Quality Score:- Use only the keywords (keywords) that are relevant to your business
- Be careful when creating groups of keywords, as these groups also have Quality Scores
- Create ads that contain a clear description, and encourage the user to click on the ad
- Use negative keywords.
- To avoid showing your ad in search results that do not lead to users clicking on your ad
- Choose your target audience carefully
- Pause or remove keywords with low click rate
- Improve your landing page
- Optimize your site's loading time, and your landing page (if you are using a landing page in your campaign)
Conclusion
Getting high quality scores in Google ads is essential in the field of search engine marketing
Since it directly affects the success of your advertising campaign, it saves its cost.
Search engine marketing is a very effective technique in digital marketing, but mastering it requires several attempts
It also works at its best when the site is optimized for search engines
Share your opinion with us in the comments if you have ever run an SEO campaign
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