What precisely is the quality score, and what is the target score?
We discussed how the importance of quality score in the Ad rank equation, when combined with the cost per click bid (ad rank = CPC bid x quality score), can have a significant impact on your ad campaign budget in earlier articles.
Let’s delve a little further into the validation component of your ad rank to understand the ins and breakaways of such a possibly opaque and secret grade which Google assigns to your advertising.
Quality score is a measure that evaluates the effectiveness of your adverts based on three factors:
-Relevance of the advertisement
-Experience with landing pages
The scale runs from 1 to 10. The lesser the expense of your ad, the higher the score you receive. This is the tough part, because this isn’t necessarily a number you can arrive at mathematically. It’s not a rational number that can be calculated without the help of Google. We don’t have complete inside access to it… but we also have some clues which we can operate with.
Let’s take a closer look at each of the elements to gain a better understanding of this metric.
Predicted click through percentage
How probable is it that someone will click on your ad? Of course, as this is a forecast, you’ll need historical data for your profile, so previous campaign performances will come in handy. When Google attempts to rate your ad’s quality score, having a strong history for the ad may work in your favor.
This metric determines how closely your keyword and ad are related. It is always essential to incorporate your keyword in the ad copy for a better consumer experience. The higher this portion of your quality score is evaluated, the more precisely your ad copy reflects the keywords entered into Google by the user.
Are you pushing traffic to the proper product page, or to the home page, based on your landing page experience? Is the customer able to find what they were looking for on the landing page where they land? Ensure that the web page is always relevant to the ad. Google can read the copy on your ad’s landing page just as easily as they can read the copy in your ad itself. If the copy on your landing page is inconsistent, our quality score will suffer.
You’re probably excited to test the Quality Score in your campaigns now that you’ve learned more about it. To do so, go to your Google Ads dashboard’s Keywords report and, if it isn’t already there, add the column Quality Score to your tables. You can then start looking into ways to increase your performance.
Remember that this quality score isn’t meant to throw you off or make your life difficult; it’s simply a Google mechanism that ensures that when a potential client clicks on an ad, they’ll be more likely to discover what they’re searching for on the other side. When everybody and their mother may advertise on Google, it’s critical that they take the required steps to establish a quality standard so that their web browser and ad platform can preserve user trust. They’re looking out for themselves as well as for us!