In simple words, the Quality Score is the basis to measure quality and relevance of your ads. It is a dynamic variable assigned to keywords that your website uses. The calculation is based on how relevant is your keyword in relation to your ad text, as well as the user’s query. It affects your ad’s position on search engines, as well as the keywords’ minimum bids. If your quality score is high, your ad position will be better and your minimum bids lower. The score is determined by the click rate of your keyword on the search engines and the relevance of your ad text, keyword and landing page.

To improve your quality score, one of the important factors is the use of keywords. You can split keyword into smaller and more targeted Ad groups. You can then create an ad creativity for each group using the common denominator of the group. Ensure that your displayed URL does not exactly match the Actual URL. You can design different ads for each group and also use different verbs and calls to action. You can test these ads for some period of time and choose the best performing one and delete the others. Optimizing creatives is very important to improve the Ad score and the ongoing process. You can also experiment with the matching options. Rather than going in for a broach match, you can add exact matches and phrases, to match keywords of each ad group. You may choose those with the best Ad quality score and delete the rest. Mostly the exact matches prove to be the best.

There are some page factors that may be used to improve Ad quality scores. You can run a manual with deep link building campaign using the keywords that are performing the best. This has a double advantage, as it is useful to improve the ad quality scores, as well as to help the organic SEO campaign gradually. Using sitemaps and semantically coded content, you can further improve your advantages. It is important to remember, to use keyword that you have found in your content. Make optimal use of the keywords, but within limits, to ensure that it does not lead you to be penalized.

Like the way you test the creatives, you can also test the landing pages and select the one with the highest conversion rate. Adding best performing keywords to meta tags on each page is also necessary, as much as using the exact ad text from your best creatives in the meta description. The title tag can also include the best performing and the most descriptive keyword. You can also make use of the links and the terms and conditions in the navigation links on header and footer. You should also keep in mind that the load time for the landing page is also critical for the quality scores. If it is taking a lot of time to load, you may try to reduce the number of redirects. You can also balance the design and content to make it simple for use, as well as to make it lighter.

It is important to organize all your activities and plan them with a goal to achieve high scores. There are several techniques that you should test and use the one that suits you the best.

Peter Brittain
Perth Digital Agency