Quality Score is the rating that is given to the quality and relevance of your company’s keywords.
If you want to get SEO, pay-per-click or start making money online, you really need to pay attention to Quality Score and what it could mean for your business.
There is certainly a lot to learn about Google AdWords Quality Score, and the information below will help make things clearer for you.
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Quality score is not only about paid search there is some theory that this metric is also effecting organic search.
Another thing Quality Score is used for is determining your cost per click, and it will change how your ads rank in the process of ad auctioning.
There is a wide range of variables that have an impact on your Quality Score. For example, the click-through rate of your ads has an impact, as does how relevant each keyword and its ad text is.
The quality of the landing page used for your keywords will certainly make a difference as well. Even something like how your AdWords account has performed in the past can have an impact.
Now it’s time to find out more about Quality Score, what it does, and what you can do to improve it. Read on now start learning the things that could improve your business’s Quality Score going forward.
Why Should You Improve Your Quality Score?
The main reason why most people will choose to improve their Quality Score is because it is directly linked to pay-per-click advertising, however this should also be implemented into your content marketing strategy as the above theory from Rand Fishkin at MOZ suggests.
It’s found that companies that have more successful PPC campaigns, tend to also have much better Quality Scores, and that’s not a coincidence.
If you want to reach more people and clinch more sales, you too need to focus on this issue.
If your conversions are currently low, you need to ask yourself why, while also remembering that most conversions don’t lead to sales.
It could be the case that it’s your Quality Score that is preventing more conversions and eventually more sales. There is no need to let that carry on any longer, though.
What Can be Done to Improve Your Quality Score?
There are so many useful ways to improve your Quality Score, so don’t assume that is going to be an impossible task for you. It doesn’t have to be.
It’s important to boost your score as much as you can because the better it is, the better the outcomes for your business are going to be too.
So, here are some quick and straightforward ways to make sure that your Quality Score Improves.
First of all, you need to make sure that the keywords that you are focusing on are the right ones. They need to be fresh and highly relevant if you want them to have the right kind of impact.
Your traffic relies on getting these keywords right, so do your research and understand why your keywords have been chosen. There is no room for guesswork here; you need to be accurate.
On top of that, you need to use long-tail options as well.
Optimise Your Landing Page
Then you can start to think about optimising your landing page. You need these pages to be capable of connecting directly and quickly with everyone who clicks them. You can’t afford to leave this to chance and have poor landing pages.
It won’t matter how relevant or how strong your keywords are if you are directing people to a landing page that is slow to load and not fit for purpose. So, take steps to optimise your pages today.
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Add Negative Keywords
Negative keywords allow you to make sure that you expel any irrelevant terms that are pulling people in.
The problem with these words is that they can make it seem like your pages are appropriate for certain searches.
But those extra words could mean that you just end up wasting your budget, which is not what you want at all.
By using negative keywords, you can ensure this doesn’t become a source of wasted money for your business. Source: https://support.google.com/adwords/answer/2453972?hl=en-GB
Organise Your Keywords Into Groups
If you have a range of different campaigns and advertising strands that you are running simultaneously, you need to make sure that your keywords are grouped.
This should be done carefully and tightly to keep things organised and stop them getting unnecessarily confused.
It can be a source of big problems if you’re not careful, so keep this in mind as you move forward.
Why Quality Score Matters So Much
Before we go any further, it’s only right to look at the matter of Quality Scores and why they matter so much to businesses.
Can they really be so important? After all, it’s just a calculated score, what could it possibly mean? Well, it means a lot.
And if you want your business to get ahead and do more, you should be doing everything you can to improve it and to make it as healthy as possible. Here are some specific examples of what I mean.
It’s All About Relevance
Quality Score is important to Google because it helps them to help their users. And when they do that, they also help businesses like yours.
This all comes down to one matter: relevance. Search engines like Google wouldn’t be doing their jobs properly if they weren’t presenting content and links that were relevant to the searches made by their users.
And Quality Score helps them to make sure that they are always providing links that are as relevant as they possibly can be. And that’s why they matter.
A Low Score Damages Your Account
Quality Scores matter to businesses because they can have a significant impact on how you reach out to customers online.
If you simply don’t pay any attention to your Quality Score, it won’t be long before you are caught out and your ability to reach out to the right people is diminished.
A low score will damage your account, and that damage is not always easy to turn around and put right.
It can also mean that users won’t even get to see your adverts because they simply won’t be presented to them if the score is low.
It Helps Businesses with Small Budgets
You can work hard and make sure that your business has its adverts seen by the right searchers at the right times.
And you can do this without spending a lot of money. It’s even possible for small businesses with a strong and strategic approach to do better than bigger businesses with lots of money to splash around.
That’s a pretty big deal, and it’s something that you can’t afford to ignore if you want your business to get ahead and compete with the very best. So, definitely give this some thought could it could be a way to grow your company faster.
Some of the Misconceptions Surrounding Quality Score
If you are going to use Quality Score in the right way and ensure that you always get the best outcomes for your ads, you need to understand some of the misconceptions.
There are some things that people just assume to be true regarding Quality Score, even when that’s not the case at all. That’s not something that you should let happen.
Here are four Quality Score misconceptions to keep in mind.
The positions of your ads don’t actually make a blind bit of difference when it comes to calculating your Quality Score. This might sound strange and surprising to you, but it’s really true.
Quality Score ranking factors in the differences that emanate from higher and lower rankings.
They mitigate the differences because it’s plainly obvious that ads that place higher are always going to achieve a better click-through rate.
So, you won’t be disadvantaged (or advantaged) by this factor at all.
More on this : https://support.google.com/adwords/answer/6300?hl=en-GB
Low Quality Score Elements and History
It’s recommended that when you have a particular element that is causing you to have a low Quality Score that you delete it.
This makes sense, right? Well, yes. But you need to be aware of what happens when you delete a poorly-performing element from your AdWords account.
For a start, it doesn’t mean that you are going to achieve a score that would suggest the poorly-performing element was never there. That’s just not realistic.
This is kept on record, but that doesn’t mean you shouldn’t delete these things because doing so will still help you going forward.
Pausing Ads is Bad for Your Quality Score
There is a general assumption that pausing ads is going to be bad for your Quality Score. But this is entirely untrue.
In fact, pausing your ads has no impact on your Quality Score, so there is nothing wrong with doing it. These ads and keywords can not be impacted in any way because they are not active.
Once they are paused, they are taken out of the loop, and the Quality Score can not be effective by them until they are active again. It’s as simple as that, so don’t worry about pausing ads.
Match Types Matter
Many people believe that match types matter a lot when it comes to getting a good Quality Score, but that’s not true either.
Your Quality Score, when it’s being calculated, won’t even take into account the type of match. So, it doesn’t make any difference to the outcome.
It’s one of those very common misconceptions that you should be aware of. You don’t need to adapt your approach to fit this matter because the matter doesn’t exist.
Reasons Why Your Quality Score Might be Falling
If you still don’t understand why your Quality Score is falling right now, don’t worry. There are many potential explanations for this, and most of them have a simple and straightforward solution waiting around the corner.
So, rather than panicking too much, stay in control and look for solutions to the problems you’re experiencing. Here are some of the most obvious reasons for a declining Quality Score.
Broken URLs are the most common reason for your Quality Score falling. If your links are going nowhere, then it’s obvious that you are going to have problems and your Quality Score will certainly reflect this.
So, be sure to check your URLs just to make sure that they are all typed in accurately, and are taking users to the correct destination. If they’re not, you can fix that problem easily.
And then your Quality Score should start to move in the right kind of direction once more, which is just what you want.
Try this scan script for broken URL`s: https://searchengineland.com/scan-landing-pages-adwords-scripts-237569
Slow Load Times
If your landing page is simply taking too long to load, AdWords will hold this against you. They will make it clear to you that slow load times are an issue, and that could be why your Quality Score is falling.
They want to reward the websites that load quickly because this is what customers want. If you are not creating landing pages that load rapidly, you are going to have a problem.
It’s not something that you can afford to ignore. Carry out speed tests on your website and find the root cause of its slowness before putting it right.
Bad Changes Made to Landing Pages
Have you recently made changes to your landing page? If this action coincides with your falling Quality Score, it might be the case that the two things are directly linked to one another.
That could be a disaster for you, and you need to give it some thought. If AdWords doesn’t like the changes that you have made to your landing pages, it will explain the problem.
Think carefully about any changes you make, and ensure that they do actually improve your website rather than making it less friendly for AdWords and search engines.
Having read all the information above, you should have a vastly expanded understanding of Quality Score and what it means for you. Translate that knowledge into future AdWords success for your business.
It’s not as hard or as daunting as you might have imagined it to be before.