Google Ads Quality Score: Improve Your Ad Rankings

Struggling with low ad performance? Explore Google Ads Quality Score to improve rankings, cut costs and drive better results with smarter strategies!
Google Ads Quality Score - Improve Your Ad Rankings
Google Ads Quality Score - Improve Your Ad Rankings
Google Ads Quality Score: Improve Your Ad Rankings
Struggling with low ad performance? Explore Google Ads Quality Score to improve rankings, cut costs and drive better results with smarter strategies!
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Table of Contents
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Google Ads Quality Score can be a little confusing for many advertisers. But it is the key to run many successful campaigns.

Google utilizes it as a metric to assess the quality and relevancy of your landing pages, keywords and advertisements. 

So simply said, if you have a higher quality score, you will have a better chance of reaching your target audience at a reduced cost.

Let’s get started and find out how this score affects your Google Ads performance and how to improve it.

What is Google Ads Quality Score?

When you run Google Ads, you might come across something called a Quality score. It is a big deal, indeed! Put simply, it is Google’s way of rating your ads based on how relevant and helpful they are to the people searching.

With grades ranging from 1 to 10, it functions similarly to a report card for your advertising campaigns. Here “Needs improvement” is a score of 1, while “awesome job!” is a score of 10.

A higher Quality Score signifies that your advertisement is effectively fulfilling the needs of searchers. The best thing is that it can save your money! 

Plus, a higher score will result in better ad placements and lower click-through costs. Therefore, understanding and raising your Quality Score is vital to run successful and low-cost campaigns.

Why does Google Ads Quality Score Matters?

Google Ads Quality Score is not just a random number; it directly impacts your ad performance and your budget. 

Unlike Bing Ads, Google places significant emphasis on its Google Ads Quality Score, setting it apart in the Bing vs Google Ads debate.

Here are some reasons that justifies why it matters:

  • Lower Costs – If your ads are relevant and well-optimized, Google rewards you by lowering your Cost-Per-Click (CPC). So, you will pay less for each click if your Quality Score is greater and receive more for your money.
  • Higher ROI – People are more inclined to click on your advertisements when they are relevant and beneficial to your target demographic. Better engagement and a higher return on investment (ROI) result from this.
  • Better Ad Placement – Have you ever noticed that certain ads appear directly at the top of search results? This is because of a good Quality Score. Thus, your ads will be more visible if you have a higher Ad Rank score.
  • User Experience – Google gives preference to ads that improve user experience. A higher Quality Score indicates that your landing page and advertisement are effectively fulfilling searchers’ needs and Google adores that.

How is Google Ads Quality Score calculated?

How is Google Ads Quality Score Calculated

Google Ads Quality Score is calculated based on three main factors. These factors reflect how effectively your ads fits the needs and intent of the searcher. Your score ranges from 1 to 10 based on the sum of these three elements.

  • Expected Click-Through-Rate – When people see your ad, how likely they are to click it, is predicted by this factor. Google assesses whether your ad is attention-grabbing enough by looking at your previous CTR and the performance of similar ads.
  • Ad relevance – This factor refers to how well your ad matches the keywords you are targeting. Google wants to ensure that the content of your ads is relevant to the real searches that consumers are making. You will receive a higher relevancy score if your ad text and keywords match.
  • Landing Page Experience – When someone clicks on your ad, they will be taken to a page. Google determines whether the page offers a satisfactory user experience and is related to the ad. You will receive a better rating for this factor if the page is simple to use, loads rapidly and contains relevant content.

Therefore, it all comes down to ensuring that your landing page, keywords and advertisement all work together to give the searcher the greatest experience. As you perform better, your quality score will increase.

How to Improve Google Ads Quality Score?

Improving the Google Ads Quality Score might seem like a technical task. But at its core, it is about creating a better experience for your audience.

Here is how to improve the Google Ads Quality Score:

1.Target Specific and Relevant Keywords

Keywords are the fundamental component of your ad campaign. The keywords that your target audience is using to search should be the primary focus of your advertisements. 

Perform a detailed PPC Keyword Research. It helps you to help you identify highly relevant and low-cost keywords that align with user intent, leading to a better Quality Score.

For Example, if you are running ads for a yoga studio,  “online yoga classes” is a far better keyword than something generic like “fitness”. So, make use of keyword research tools to identify the high performing keywords.

Don’t just stop at finding the right keywords. Put them into ad groups with a common theme. With that, you will be able to create hyper-focused ads that are directly relevant to users’ searches.  

Analyze your competitors strategies too using reliable PPC Competitor Keyword Research Tools using for keyword inspiration and optimization.

Plus, remember to include negative keywords. By doing so, your ads will not be displayed for irrelevant searches. This improves your ad targeting and also saves your money.

2.Write Ads that speak to your Audience

Your ad copy is like your elevator pitch. When an ad seems boring or irrelevant, no one clicks on it. So, your ad copy should give users the impression that you know exactly what they need. It needs to be attention grabbing and communicate value clearly.

For that, emphasize benefits, address pain points and incorporate compelling calls to action (CTAs). Make use of emotionally appealing language that solves issues. 

For instance, rather than “Sign up for yoga classes”, try something more engaging like, “Transform Your Day with Online Yoga – Join Now!”.

Plus, include keywords in your ad copy, especially in the headline. It also gives it a relevance boost.

3.Ensure Your Landing Pages Deliver

An user clicking on an ad. It promises one thing but landing on a page that doesn’t match. The user will get annoyed, right?. The user will leave the landing page right away. When a user quickly bounces off your landing page, Google  notices it. As a result, your quality score got affected.

So, the best practices for landing pages include, 

  • It should directly connected to your ad,
  • It should loads fast (under 3 seconds),
  • It should have a Mobile-friendly design,
  • It should has a clear and compelling headlines and
  • It should contain a single and focused Call-To-Action

Don’t force the users to hunt for it. If your ad is about “online yoga classes,” your landing page should also feature that exact offer.

If you have a better landing page experience, the users are more likely to stay, engage and convert. Google too rewards you with a higher Quality Score.

4.Make Use of Negative Keywords

Negative Keywords is a secret weapon for your campaign. They limit your ads from appearing for queries that aren’t relevant. It increases the relevance of your ads and saves you money.

Consider, you are offering luxury yoga retreats. Here, you can add “cheap” or “free” as your negative keywords. In this manner, your ads won’t be clicked by those searching for low-cost options. Also, your Quality Score too  won’t take a hit from unqualified traffic. 

Review your Google Ads search terms report regularly. It helps you to identify irrelevant queries and refresh your list of negative keywords and it is a continuous process.

5.Test different ad variations

Regardless of how effective your first ad appears to be, there is always a space for improvement. Make multiple versions of your ads to test which one works best.

Make changes to the headlines, descriptions and Call-To-Actions(CTAs). For example, compare “Book Your Free Trial Now” with “Start Your Yoga Journey Today” to see which resonates more with your audience. 

Over time, these minor adjustments will greatly  boost your CTR and ultimately your Quality Score.

6.Improve CTR with Ad Extensions

Ad extensions are like bonus features that make your ads stand out. They will directly increase your click-through rate (CTR) and provide users with more incentives to click.

Some well-liked ad extensions are:

  • Sitelink Extensions – Adding links to specific pages like “Pricing” or “Testimonials”.
  • Call Extensions – Providing a number so that the user will give you a call directly.
  • Location Extensions – They are excellent for increasing foot traffic to a physical site.

These extensions give more context about your offerings and increase engagement. This makes your ads seem more comprehensive and beneficial.

7.Consider User Intent beyond Keywords

While keywords play a significant role, providing value requires an understanding of the intent behind those searches. So, ask yourself what is the user really looking for and make use of intent based keywords.

When someone searches for “yoga near me”, it means they are looking for a physical venue. But, when they search for “online yoga classes”, they are looking for virtual choices. So, craft your ad copy and offer to address these nuances in intent.

Conclusion

The goal of Google Ads Quality Score is to improve the user experience for your audience. So emphasize relevance, match ads with user intent and provide smooth click-to-conversion journeys.

By doing so, you are building campaigns that work smarter and your score gets boosted. A higher quality score is connected with better ad performance, lower costs and happier customers. 

Both you and your audience benefit from it! So, start optimizing, keep testing and watch your campaigns thrive.

Frequently Asked Questions (FAQs)

Why is Quality Score important in Google Ads?

Your ad’s cost-effectiveness and performance are directly impacted by the Quality Score. Even with lower  bids, a higher score helps your ads achieve better placement and lowers your cost-per-click (CPC). Google rewards you for creating relevant and high-quality campaigns that align with user intent.

Does Quality Score affect ad ranking?

Yes. Your ad rank, which decides where your ad appears on the search results page is determined by your Quality Score. Your bid amount, Quality Score and the expected impact of ad extensions are used to calculate your ad rank. Even if your bid is less than that of your competitors, a strong Quality Score will help your ad rank better.

What is the difference between Ad Rank and Quality Score?

Quality Score evaluates the quality and relevance of your ads whereas the position of your ad on the search results page is determined by Ad Rank. Ad Rank is calculated using your Quality Score, your bid amount and other factors like ad extensions.

Founder of 7 Eagles, Growth Marketer & SEO Expert

Ashkar Gomez is the Founder of 7 Eagles (a Growth Marketing & SEO Company). Ashkar started his career as a Sales Rep in 2013 and later shifted his career to SEO in 2014. He is one of the leading SEO experts in the industry with 8+ years of experience. He has worked on 200+ projects across 20+ industries in the United States, Canada, the United Kingdom, UAE, Australia, South Africa, and India. Besides SEO and Digital Marketing, he is passionate about Data Analytics, Personal Financial Planning, and Content Writing.
Discover How 7 Eagles Help Your Business

Founder of 7Eagles, Growth Marketer & SEO Expert

Ashkar Gomez is the Founder of 7 Eagles (a Growth Marketing & SEO Company). Ashkar started his career as a Sales Rep in 2013 and later shifted his career to SEO in 2014. He is one of the leading SEO experts in the industry with 8+ years of experience. He has worked on 200+ projects across 20+ industries in the United States, Canada, the United Kingdom, UAE, Australia, South Africa, and India. Besides SEO and Digital Marketing, he is passionate about Data Analytics, Personal Financial Planning, and Content Writing.
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