Quality Score is a metric that Google provides to give you an indication of how suitable your Ad and web site page is for the keyword being targeted. Low quality scores can mean your Ad and page are not considered particularly relevant for the keyword being targeted. In these instances you can find your Ad exposure reduced or your bid prices rising.
What few advertisers are aware of is how quality scores can affect what you pay for your clicks. A low quality score can increase your cost per click (CPC) when compared to a competitor whose quality score is higher. This can lead to the counter-intuitive situation were competitors whose Ad shows above yours are paying less for their clicks that you do! It’s important therefore to ensure that your quality scores are at least 5 or more for your chosen keywords. Ideally your quality scores should be higher than 5 as this will reduce your costs and give you scope to expand your campaigns in other ways with the savings made.
Improving your quality score can be challenging as it’s based on a number of factors, some of which you may not be able to improve directly. It is also likely that you will have to invest quite heavily in rebuilding your Google Ad campaigns structure to ensure you are presenting the most relevant Ad and web site landing page for a given keyword. You will almost certainly have to invest in creating new content (new pages on your web site) to ensure that visitors have the best experience for their chosen keyword. All of this extra work and investment can pay dividends over the longer term as you will get savings from your overall spend and find that your Ads reach a wider audience.
Ultimately, it’s all about pleasing Google’s users experience, something Google are passionate about.
Would you like to reduce your monthly Google Ads spend and improve performance? Get in touch today.