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Google AdWords uses a Quality Score (QS) to rank your keywords and ads. The higher the QS, the higher your ad will rank and the less you ll pay for the click. The QS Score is based on a number of factors. Here are the factors and our tips on how to improve your QS.
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Factor The keyword s relevancy to the ad group The keyword s CTR The ad s relevancy How to Improve Quality Score Create ad groups and landing pages with a common theme, and add keywords that match the ad group s theme and the landing page. Use the three match formats (broad, phrase, exact). Find the versions that have the highest CTR. Make sure the ad is related to your keyword and ad group. If your keyword is koromo koi, use the words koromo koi in your ad. Don t use immersible pumps and so on. Use A/B split testing to develop ads with a higher CTR. Delete ads with a low CTR or conversion rate. Look at the displayed Quality Score for your keywords. If it s just OK or poor, move those keywords to another ad group. Write landing pages that match your keyword, ad, and ad group s theme. If Google sees that people return within seconds from your page, Google figures your page isn t relevant. Use analytics to look at your landing page s bounce rate. If it is higher than 30% 40%, use multivariate tools to lower the bounce rate. The faster your landing page opens, the more Quality Score points you get. Fast pages are a better experience for visitors. The older your AdWords account, the more points you get. We manage accounts that were created in 2002. The ads are at the top and CPCs are just pennies. Google rewards the early birds.
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The ad s CTR The ad group s cumulative QS Landing page relevancy
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Landing page load speed Age of the account
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How to Improve Quality Score We suspect Google rewards accounts that are actively managed. Google looks at the location of the user and advertisers. If Laura is in Denver and she searches for a dentist, a local dentist is going to rank higher than a dentist in Miami. Google s reviewers look at your page and rank it on credibility as a merchant page. If the site doesn t appear to be a credible merchant or it is an Amazon or eBay affiliate or some other sort of light affiliate, it loses points. Build a merchant site that has the features of a real merchant, such as EddieBauer.com. Offer comparisons, reviews, and additional information.
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Other factors
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Overall, the account should have a high general quality. This means ad groups with high cumulative CTR. Each ad group should be focused with a clear theme. The keywords, ads, and the landing page form a consistent theme. Later in this chapter, we will look at landing pages. Don t create ad groups with hundreds of keywords (if there are too many keywords, the theme will be unclear). Also, don t create ad groups with only one keyword (the theme won t be clearly established). Now that you know about the QS, you ll want to know the numbers. Regrettably, Google AdWords won t tell you this. In your ad group, you can turn on the QS display (select Customize Columns), but this only tells you Great, Good, OK, or Poor. You can guess at your QS by looking at your minimum bids. The lower your min bids, the better your QS. Look also at the difference between your min bid and the CPC. The greater the difference between your bid and the CPC, the higher your QS. If you re paying about the same as your bid, your QS is low. If you bid $3.50 and pay only $0.14 (that s 4% of the bid amount), you have a very good QS (that s an actual example). This doesn t mean you can always set your bids to the minimum. You need to bid enough to get your ads on the first six positions of the first page. If your ads are in position 34 (the third page), very few people will see your ads. Set the ad group display to the last business day (usually, yesterday) and sort the table by Avg. Pos. (average position). If keywords are at positions lower than 6 or 7, the ads are appearing below the fold. Increase the bids to bring the ads up on the page. Are you baffled yet That s quite a formula. Don t worry, though. Just remember this: The higher your QS, the higher your ads will rank and the less you ll pay. In fact, a high QS is much better than a high bid. So work on improving your QS.
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