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How to Improve Quality Score for Google Ads to Get Better Ad Visibility: Learn here

How to Improve Quality Score for Google Ads to Get Better Ad Visibility: Learn here

Admin 16-07-2021

Google is currently the largest search engine leading the search in almost every country with a few exceptions. This is why ranking on Google’s search engine results page (SERP) takes a lot of time and effort. To combat that, many advertisers choose to improve their quality score for Google Ads.

You need to keep your search engine optimization game on top so that your website and web pages are ranked higher. As you may already know, a higher ranking provides better reach and visibility to your target audience. This will translate into higher website traffic and lead generation.

However, optimizing your page for organic ranking on the first page can take a lot of time and effort. All the leads till then will be lost if you solely depend on the organic traffic of your website. Google Ads can help you reach your target audience in the meantime with its robust advertising tools.

Google Ads is the faster way to position your website at a favorable position on the SERPs. At an affordable cost, you can reach your target audience right when they are searching for your products or service.

That being said, there are several things that affect your ad positioning on the result pages. And all these things combine and make up the quality score of your ad.

What is the Quality Score for Google Ads?

Quality score is a metric of Google Ads that shows you how likely your ad is to be successful. It considers three things while calculating your ad’s quality score for Google Ads:

*    Expected Click-Through Rate (CTR)

The expected click-through rate shows you if your ad is click-worthy and how likely is for someone to click on it when it goes live on the Google search results page.

*    Ad Relevance

Ad relevance tells you how relevant your ad is to your targeted keyword. It takes into account the keyword intent and matches it with your ad to determine whether it is a sensible ad to show if someone enters the target keyword.

*    Landing Page Experience

Landing page experience includes both the relativity of your landing page with your ad copy and keyword along with other parameters that make the user experience of your page smoother for the visitor.

How does quality score affect your placement on Google SERP?

Your ad’s quality score is directly proportional to a better position on Google’s results page and inversely proportional to the CPC you have to pay. Within the range of 1-10, a higher quality score leads to the higher placement of your ad on the search results page and you have to pay a lower CPC for that. However, if your quality score is low, then Google may place your ad further down on the result page and to improve its position, you will have to pay higher cost-per-click.

This means that a better quality score not only increases the chances of your ad being placed in a more favorable position but also reduces the amount you have to pay for your ad. On the other hand, if your quality score is low, your ad spend will increase significantly.

So, you must improve your quality score to get better ad visibility on Google.

How to improve the quality score for Google Ads?

For all the three metrics that affect your quality score, Google Ads show you whether it is “Below Average”, “Average”, or “Above Average”. If your CTR, ad relevance, and landing page experience for users are Average or Above Average then it means that your website is eligible for a higher place on Google.

However, if the rating is “Below Average” then you will have to make changes in either your ad copy or your ad’s landing page. Even so, here are a few ways to improve your ad’s quality score.

If the Expected CTR is below average

The expected CTR shows you whether your ad is click-worthy or not. If it is below average, then you will need to see if your targeted keyword matches the search term or not. If your targeted keyword does not correspond with a search term then your ad’s likeliness of showing up on the SERPs is decreased. For example, if your audience is searching for Floral sarees and your ad copy contains this search term in it, then your expected CTR is likely to go up to Average or even Above Average.

Google suggests using the audience’s language to target relevant search terms and increase your click-through rate. Focus on the benefits of what your product or service offers to your target audience.

And top your copy with a strong call-to-action. Words like “Try Now”, “Order”, “Get in Touch”, etc. help your audience understand what they need to do next.

If the Ad Relevance is below average

Google determines whether your ad gives a relevant answer to the user’s search query with ad relevance. So, for example, if your target audience is searching for floral sarees but your ad copy says “6 meters long Indian ethnic garment now on sale” then it will show a Below Average rating for ad relevance.

To improve these ratings, create ad groups of your target keywords that you can use in a single ad copy. This way, your ad will be visible to different searches. Say, if you are selling sarees so you can create an ad group sarees with keywords like designer sarees, floral sarees, printed sarees, georgette sarees, etc.

You can also create a single keyword ad group (SKAG) to ensure that your ad reaches a larger group of people searching for your product or service. SKAG revolves around a single keyword and adds different variations of it so that your ad comes up in that keyword no matter how it is entered in the search bar.

For example, if your targeted keyword is floral sarees then your SKAG will include

*    “Floral Sarees”

*    [Floral Sarees]

*    +Floral +Sarees

This way can increase your ad relevance which will also translate into an increased click-through rate.

If the landing page experience is below average

With the above example, if you are targeting the keyword Floral sarees, then your ad must direct the user to a landing page that shows floral sarees instead of shirts, trousers, or even polka dot sarees.

So, make sure that your ad copy corresponds with your landing page and vice versa. If that is not the case, then users who clicked on your ad will return without further engaging with your page.

Moreover, you also need to check your page loading speed and user-friendliness. Make sure that your landing page is accessible on a mobile device. If need be, consider updating your landing page so that users find it easier to navigate the page and do what you want them to do.

For loading speed, it must take less than 2 seconds to load the complete page. Any more than that and the user will lose interest and leave your page increasing your bounce rate. An increase in the bounce rate of your website tells Google that the page and ad are not relevant to the search query and that may lower your ad positioning on the search page.

If the page takes too long to load or if it is not user-friendly enough, then it will affect your landing page experience metric which will eventually decrease your quality score.

This said you must optimize your under-performing keywords to improve your quality score for each keyword in Google Ads. With better quality scores for each keyword, you will have to pay less cost-per-click than other advertisers.


What is a good quality score for Google Ads?

Anywhere between 8-10 is considered a good quality score for Google Ads, it reduces your CPC amount and gives you a higher position on the search engine result pages.

How do I get a high-quality score in Google Ads?

You can improve your quality score by improving your expected CTR rating, ad relevance, and landing page experience as discussed above.

What is the highest quality score?

On a scale of 1-10, 10 is considered to be the highest quality score whereas 1 is considered the lowest.


Your ad and landing page’s quality score determines how well your ad will perform on Google Ads and where it will be placed on the search engine results page. Three metrics govern your ad’s quality score,

*    Expected click-through rate (CTR)

*    Ad relevance and

*    Landing page experience

Craft ad copies that cover your keywords and are relevant to the search query intent. Make sure that your landing page shows what your ad copy promises. It should also load faster and provide a better user experience to the page visitor.

Hiring a digital marketing company will help you take care of your Google Ad campaign while also ensuring that you get maximum reach while spending less. With the right guidance of digital marketing experts, you will be able to get more profits in return for your investments in Google Ads.

Tell us about your successful online advertising campaigns in the comments below and how you improved your quality score for Google Ads. If you find this blog useful, consider sharing it with your peers.

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