5 Ways To Optimize Your Quality Score in Google Adwords
Many law firms that utilize AdWords as part of their overall marketing strategy, are already familiar with Google’s quality score system. They’re also familiar with just how difficult it can seem to get those scores up for all of the relevant keywords.
The quality score is Google’s way of judging and assigning relevancy to different ads. In the open market system that is the AdWords platform, the higher your quality score – all other things equal – the higher your ad position and the less you pay per click.
To go about maximizing your AdWords potential, you’ll want your quality score as high as possible for each of your keywords. Doing so helps you leapfrog your competition and squeeze more value out of your Google campaign. Here are 5 of the most important things to focus on to help launch your quality scores:
1. Restructure your ad groups very narrowly. Rather than having one or two large ad groups with a variety of terms, your targeted keywords should live in small, dense, closely related groups within your adwords campaign. Your most important terms should live in exclusive ad groups, where ads highly correlate to the actual keyword and the landing page itself.
2. Include your keywords in the text of your ad. Target your ads to specific search terms you’re aiming for by including them in the actual text. They can live in the title or the body of the ad. If they are placed in the body or the title, Google will automatically highlight that search term in the ad, and searchers will see it appear more boldly when they’ve made that particular search query. Make sure the terms you choose accurately describe your product and the designated landing page you’ve chosen.
3. Focus on your Click Through Rates. Pause ads that aren’t achieving a CTR of 1% or higher, or try adding new verbiage, aiming for better take rate. Actual click through rates can impact your quality score both positively and negatively. Google wants to serve the most relevant ads in every search it renders. A clear sign of relevance is a high click through rate on your ad. Google will reward you with a higher quality score.
4. Analyze, edit & pause when needed. Make sure you pause ads and search terms that are not performing, aren’t getting clicks or have low conversion rates. Ads that are garnering a lot of impressions and few or no clicks will ultimately hurt your campaign by impacting quality score. Ideally, you should be exporting your keyword data regularly and analyzing performance. More on that in a future post.
5. Make sure your landing page is highly relevant. An ideal landing page contains the appropriate keywords and the scope of the topics on that page are directly related to the ad itself. Google will scan the destination URL that you are using and when the page is in sync with your text ad, your quality score will go up. Make sure that you have the appropriate keywords on your landing page. Ideally, the keywords should be in places that are highly visible to Google, i.e. header tags, image alt tags, and sprinkled throughout the body of the landing page.
In the end, Google Adwords is a dynamic platform, requiring frequent attention to run effectively. The best performing campaigns will always have above average quality scores behind them. By regularly taking the time to optimize your quality scores, you’ll improve your Ad Rank and get more for your advertising dollars.