How Google Ads Quality Score Affects Your Pay Per Click Ads

How Google Ads Quality Score Affects Your Pay Per Click Ads


Google Ads Quality Score is a metric that calculates how appealing your ads are to searchers in your target market, based on the keywords you use.

This score is calculated from a variety of factors including click-through rate, keyword relevance, and landing page experience. The purpose of this score is to assess whether or not your ad will appear when somebody searches for one of your keywords.

Google’s algorithm will take into account many different metrics before determining if it should show up in search results or not.

As such, you must understand what each factor means and how they affect the overall quality score.

In this article, we’ll explore four major factors: Click-Through Rate (CTR), Keyword Relevance, Landing Page Experience, and Ad Extensions.

First, we’ll understand why these factors matter and how they work. Second, we’ll review some tips that will help you improve your Ads Quality Score.

Click-Through Rate (CTR)

Measures how often people click on your ad after it is shown to them. For example, if a person sees an ad in search results and then clicks on it, this is known as a “view-through click”.

The CTR for an ad will affect the ad’s Quality Score. Adwords measures this by checking your CTR against other advertisers who are bidding on similar keywords. The higher your CTR, the better quality score you get. If you have a high CTR, you will have a higher Quality Score.

Quality Score also affects the price you pay per click in Adwords. We’ll discuss this further when we talk about Keyword Relevance and Landing Page Experience.

Keyword Relevance

Measures how closely your keywords match up with what a person is searching for. When an ad is shown in search results, the Adwords system will check to see if your keyword matches any of the words or phrases in a searcher’s query. This is known as “match type”.

There are four types of match types: Exact Match, Phrase Match, Broad Match, and Negative Match.

  1. Exact matches are when your keyword exactly matches the word or phrase in a search query. For example, if I put “blue sneakers” as an exact match for my AdWords campaign, it would show up when somebody searches for “blue sneakers”, but it would not show up when somebody searches for “what are blue sneakers”, or even “buy blue sneakers”.
  2. Phrase match is when your keyword closely matches the words in a search query but may have other words before or after. For example, if I put “blue sneakers” as a phrase match for my AdWords campaign, it would show up when somebody searches for “blue sneakers”, but it would also show up when somebody searches for “what are blue shoes made of”.
  3. Broad Match is when your keyword matches the broad category of the search query. For example, if I put “shoes” as a broad match in my AdWords campaign, it will show up whenever somebody searches for “shoes”, but it will also show up whenever somebody searches for “sneakers”, or even “high heels”.
  4. A negative Match is when a keyword does not match with the search query in any way. For example, if I put in *”blue shoes” as a negative match in my AdWords campaign, it will not show up whenever somebody searches for “blue shoes”, but it will still show up when somebody searches for “white shoes”.

This match type is more stringent than Phrase or Broad Match. The negative match keyword will only be used to filter out your ad, and not serve as an additional match like Phrase or Broad Match.

So, if you give a broad match and also add negative keywords for “shoes” or “sneakers”, it won’t show up whenever somebody searches for either term. This will allow you to save on wasted clicks from irrelevant traffic.

When selecting your keyword, you must select words that are both relevant to the product or service that you are advertising and is something that people search for frequently.

Landing Page Experience

The Landing Page experience includes all the factors which affect how well your landing page converts visitors to customers or clients, such as general site speed, ease of navigation through your site, the relevance of the content on the landing page towards what was searched for, etc.

If you have a high-Quality Score, your ads will be shown more frequently at cheaper prices. This is because Google wants to give their users the best results possible, and receiving relevant traffic means that the user has a higher chance of clicking on your ad, which makes them happy.

Google’s helpful survey tool also shows you a Quality Score for each of your keywords. This will give you some insight as to whether or not Google thinks that the relevance of your ads matches the keywords you use, which increases your CTR and quality score.

This also gives the user a better experience, which keeps them on your site longer.

This makes it easier to understand why Google has set up things in this manner. If you are using the most relevant keywords with the highest Quality Score for your AdWord campaigns, then everybody wins!

Google’s Adwords system is constantly evolving and updating its algorithm to provide advertisers with the most relevant results for their searches.

Google’s Quality Score system is a way to encourage advertisers to choose keywords that are both relevant and frequently searched-for by internet users, as well as giving them an insight into how well their landing pages match up with what was searched for so that they can improve the experience of anyone who clicks on their ads.

So, if your Quality Score is high, you will have a lot of people seeing your ad at cheaper prices with higher CTRs because Google wants to give the best service to their users – everybody wins!

Find the Right Keywords

Without the right keywords, your ads won’t show up for searches by your target market. Find keywords related to your business type, location, item or service you offer, and industry. Several tools will help you find out which keywords are popular in the search engines. One of these is Google’s Keyword Planner.

Use Negative Keywords to Filter out Irrelevant Traffic

When you’re using keywords, don’t just use them in your ad copy; make sure they are in the keyword section of your Google Ads account. Once you’ve uploaded all of your keywords into this section, start by adding negative keywords.

Negative keywords help reduce irrelevant traffic to your website. For example, if you offer services for computers but you don’t offer services for Apple computers, then you could add “Apple” as a negative keyword. If somebody searches Google for the term “Apple laptop repair,” your ad won’t show up. Use negative keywords sparingly because they can reduce traffic too much and hurt your business.

Use a Landing Page that Is Relevant and Easy to Navigate Through

Why does this matter? When somebody searches for your keywords, Google will try to match their query with one of your ads, and it also tries to find the best possible page for that user.

If you have the right keywords in the ad but a poor landing page experience then you are likely to lose out on clicks or face low CTRs or a low-Quality Score.

If Google thinks that the people who search for your keywords would be happy with what they find on your landing page, then they are more likely to click on your ad and you will receive traffic at a cheaper price because people are more likely to engage with high-quality ads.

Building Trust with The User Is Important to The Quality Score

When people click on your ads their trust in you will go up. If they don’t find what they were looking for after a certain time or if they land on a page which doesn’t match their requirements, then their trust in your business will decrease and so will the CTRs of all your keywords.

Tell a Story – Include Images that Correspond to Your Ad Copy

Writing ad copy that tells a story is one of the best ways to increase CTRs. For example, if your ad talks about getting rid of mice and your landing page has pictures of mice running around, this will help Google know which terms you want to be associated with each other and increase relevance and CTR.

High-Quality Scores Mean High CTRs

When your Quality Score is high, you can have people seeing your ads more frequently for less money because increased CTRs mean an increased chance of being clicked on which means that Google has to show your ad less often which means it is cheaper for you. This saves you money while also helping users find the information they need.

Quality Score is a metric that calculates the quality of your Google ad by looking at its CTR, relevance to keywords, and landing page experience. When you have a high-Quality Score, people will see your ad more frequently when they search for certain terms because it saves them money while giving them an improved user experience.

Improve Your Quality Score by Following These Guidelines!

Google Ads Quality Score is a metric that calculates the quality of your Google ad by looking at its CTR, relevance to keywords, and landing page experience.

When you have high-Quality Scores people will see your ads more frequently when they search for certain terms because it saves them money while improving their user experience.

To improve your Quality Score follow these guidelines! Include images in with copy on the advertorials or website, tell a story about what you are selling, or how it can help someone feel better-using language that matches up with the personas you want to target for this product or service.

If possible, include negative keywords so irrelevant traffic doesn’t come through. Run campaigns based on who would be most interested in buying from you – consider your buyer personas and tie in ad copy with what they might be searching for.

Lastly, make sure your landing page experience is relevant to the keyword that was searched for. A high Google Ads Quality Score means higher CTRs which saves you money while helping users find what they need when they search online!

In conclusion, a high-Quality Score means your ads will show up more frequently for less money because increased CTRs mean an increased chance of being clicked on which means that Google has to show your ad less often. This saves you money while also helping users find the information they need.

Thanks for reading! I hope this article helps increase the Quality Score of your ads and makes a difference for your business in Google Ads PPC, if you liked this article then please leave a comment! If you have any questions or recommendations for future articles email me at offer@optymizer.com Thanks for reading!

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