Did you know that bids in themselves can not determine your overall rank in Google sponsored results? The second ingredient which tends to be overlooked by many advertisers is the quality score. Quality scores range from 1 to 10 with 10 being the highest. The quality score has been introduced a few years back to create a stronger customer experience, i.e. more relevant ads and landing pages vis-a-vis the keywords advertisers are bidding on.
The way Google once described it to me was that ”if you double your quality score, you double your rank”, regardless of your bid. Google then advised to clean-up all keywords that have a quality score below 3. Watch the short video below for a quick intro from Google.
There are many elements that determine how your quality score is being calculated. Below is a good summary Red Fly marketing put together:. The short summary is the largest element of your quality score is made up by the historical click-though of your ads. This explains why some advertisers choose to bid high to boost the CTR over the first days of the campaign.
Now how can advertisers improve their quality scores. Here are a few tips we have learnt over the years:
1. Boost your historical Click-Though-Rate for large traffic keywords
Small adjustments include:
- Creating more compelling ad copies
- Organize keywords by tighter ad-groups (5 to 30 keyords per adgroup)
- Use dynamic keyword insertion
- Add negatives keywords as you go along
2. Increase overall Click-Though-Rate
Google seems to look at your overall CTR across the multiple campaigns. To address this, you an bid high on branded keywords that tend to see much higher CTR. I would also increase bids for all keywords that have 20% CTR. Finally, you may want to consider removing those keywords that have less than 1% CTR.
3. The relevance of the keywords with the search query
This is where the use of negative keywords and dynamic keyword insertion can make a great difference. Make time to go through the query report to uderstand fully what customers are searching and adjust your canpaigns accordingly.
4. The relevance of the keywords with the landing page
Here are a few thoughts:
- Match the destination URL with adgroup overall theme
- Ensure that H1 and H2 titles reflect the adgroup theme
- Titles tags, meta tags to some extent should be consistent too
- Add strong call-to-action on your landing page. The call-to-action should be similar than what you have in the ad. If you offer a 20-% coupon in the ad, make sure it’s included on the landing page too.