Today, I'd like to take a look at the Quality Score of your Google Ads campaigns.
We regularly get accounts whose owners tell us "I don't get it, my CPCs are sky-high even though I don't think there's that much competition". One look at the account, and no surprise: abysmal quality scores on almost every campaign.
This score plays a crucial role.
Understanding and optimizing it can have a considerable impact on the effectiveness and cost of your campaigns.
What is Quality Score in Google Ads?
Quality Score is a key indicator in Google AdsWe evaluate the relevance of your ads, keywords and landing pages.
It translates into a score from 1 to 10. Basically, Google analyzes your ad and assigns it a numerical score indicating whether he should favor or disfavor it.
It is made up of various indicators:
- performance history
- click-through rate
- the relevance of the ad
- keyword relevance
- landing page
- various other relevance factors (overall account quality, etc.)
Why is Quality Score important for your Google Ads?
A high Quality Score can transform your Google Ads campaigns.
It provides better positioning of your ads in search results and significantly reduces cost-per-click (by up to -50%!). In other words, a good Quality Score means you pay less for higher-quality clicks. Understanding and optimizing this score is essential for effective management of your advertising budget and maximizing your return on investment (ROI).
On the contrary, a miserable Quality Score can ruin any campaign (up to +400% cost per click 😨).
One might ask why Google is doing this rather than just taking as much money as possible from bidding, and the answer is that relevancy of results is the biggest indicator of Google user satisfaction. If Google is less relevant, users will go elsewhere. If users go elsewhere, they won't click on your ads. If they don't click on your ads, you stop spending. If you stop budgeting, Google stops making money. CQFD.
3 Tips to boost Quality Score and quickly reduce your cost per click in Google Ads
By increasing your Quality Score, you will be able to benefit from these Google "bonuses" and thus drastically reduce your costs. reduce your cost per click and therefore massively increase the ROI of your ads.
Careful selection of keywords for your ads
Relevance above all. Did you notice that this is literally half of the Quality Score factors?
Choosing precise keywords relevant to your target audience ensures a better match between the user and your ad.
And it increases the click-through rate (CTR), which is one of the factors that make up QS.
💡 That's precisely why ads on your brand name generally have a very low CPC, whereas when you buy your competitors' keywords, it's expensive. That's because your SQ on yourself is high, while it's low on your competitor brands. In this case, it's often profitable because it's well-targeted, but that's the explanation behind this phenomenon 😉
Writing targeted, effective ads
Each ad should be a promise of value to the prospect (in principle).
It must be in perfect harmony with chosen keywordsclear, attractive, and an incentive to action.
A well-designed ad increases engagement and improves Google's perceived relevance.
Landing page optimization
Consistency between your ad and landing page is fundamental.
Too often, accounts are recovered with all campaigns directed to the homepage.
🚨 It's not good.
Landing pages must be fast and intuitive (Google appreciates high-performance sites), but above all they must deliver exactly what the ad promises.
Choose the most relevant pages of your site for each ad, or even (ideally) create dedicated landing pages for your most strategic and refine them as you go along the same way you optimize your campaigns.
Quality Score is not just another indicator in Google Ads; it's a strategic component that demands attention and expertise.
By improving it, you'll not only be able to improve the performance of your campaigns, but also manage your advertising budget more efficiently.