Have You Ever Wondered How Google Scores And Ranks Ad Quality?
Now that Google has redesigned the desktop search results page for AdWords, it has a lot of us wondering how Google ranks ads. What is Google’s Quality Score, and how do we increase it? How does the quality score play into Google rank? All these questions and more are answered here, and it help you improve your online campaign.
What Is Google’s Ad Quality?
According to Google, the more relevant and useful your ad is to the user, the higher quality score it’s given. Google’s Quality Score is a number between 1 and 10, and the higher the quality score the higher ad position you have, which means more success. The best quality ads have specific keywords, not general or generic, and lead to specific landing pages.
What Can You Do to Increase the Quality Score?
Simply answered – be more specific and strategic with your keywords. Google’s Quality Score is based ad relevance, click-through rate (CTR), and landing page experience.. If you want to score that higher spot on the SERP – which today is more precious than ever since Google redesigned AdWords making less spots available – you need to think like the user. Be direct, targeted, and creative with each ad if you want to increase your quality score.
How Can You Improve Your Ad to Get a Better Ranking?
In order to get a better Google ad ranking, you can make changes to your ad, that will improve your CTR. When your CTR improves – You do this a number of ways:
- Pay attention to ad/keyword relevance. Be more direct with the language of the text in your advertisement. Use specifics like adjectives and qualifiers, such as“black ball-point pens” instead of just “pens.” The more specific you are, the more relevant and useful your ad is, which in turn increases CTR.
- Be more creative with your ad text, add a call to action that compels the user to click on your ad.
- Do you have an exclusive offer or exceptional record that will benefit the potential customer? Make sure to draw attention to your unique selling proposition such as a guarantee in your ad. Users will always be drawn to the best and most unique offer in the search results page By standing out, users are more likely to click on your ads.
- Test elements of ad copy regularly. It can be something as big as including the price in the ad, or as small as changing the punctuation.
- Use Ad Extension to say more. Using Ad Extensions can improve your CTR 8% according to some studies.
Show Me The Money!
Please be aware that eSearch Marketing can provide Google ad spend credits for new AdWords accounts (value varies based upon Google’s offerings at any point in time, but usually $50 or more) for new AdWords accounts. Please note, this does not apply to new AdWords Express accounts or existing AdWords accounts, and AdWords Express accounts do not provide any historical information that we can use when we take over management.
As a result, if you have an account that is an AdWords Express account, we recommend that you set up a new AdWords account and you will then be entitled to the ad spend credit. Just be sure to pause the Express account when the new AdWords account goes live. Not sure how to set up a new AdWords account? Contact us today!