Improving Quality Score

To ensure the best possible ad quality it is essential to narrowly target keywords, ads and landing pages to a user’s search query. Although there are many factors that go into Quality Score, it is important to follow the following steps towards achieving the best possible Quality Score.

• Organize your campaigns by topic. Create separate campaigns for each of your product lines, resources, or brands. This helps you monitor your advertising more easily and make the necessary adjustments to improve your campaign performance.

• Create highly specific ad groups. As with your campaigns, each ad group should center on a single product or service to ensure your ads reach the most qualified users. Build a list of keywords and then separate them into related ad groups.

• Avoid duplicate keywords across ad groups. Google shows up to one ad per advertiser on a particular keyword, so there’s no need to include duplicate keywords with the same match type in different ad groups or campaigns. Identical keywords — those with the same text and match type — compete against each other, and the better-performing keyword triggers your ad. Additionally, it is a violation to setup multiple accounts for the same advertiser and can result in getting banned from the program.

• Choose your keywords carefully. Include specific keywords that directly relate to the specific theme of your ad group and landing page. For optimal ad visibility, use broad match to capture relevant keyword variations, along with singular and plural versions.

• Use unique keyword URLs. Keyword destination URLs send users to a specific landing page, ensuring your customer arrives immediately at the most relevant page for the keyword that triggered your ad

• Include keywords in your ad text. Include your keywords in your ad text (especially the title) to show users that your ad relates to their search. If your ad shows when a user searches on a keyword in your ad group, the keyword will appear in bold in your ad text. Also, users tend to search for products and services, so avoid using your company name in the ad title unless your goal is brand/company name recognition.

• Create simple, enticing ads. What makes your product or service stand out from your competitors? Highlight these key differentiating points in your ad. Be sure to describe any unique features or promotions you offer.

• Use a strong call-to-action. Your ad should convey a call-to-action along with the benefits of your product or service. A call-to-action encourages users to click on your ad and ensures they understand exactly what you expect them to do when they reach your landing page.

• Test multiple ads in each ad group. Experiment with different offers and call-to-action phrases to see what’s most effective for your advertising goals.

• Evaluate your campaign performance and make changes as necessary. Allow your ad performance to help you determine effective strategies for achieving your goals. As you observe your ads over time, you might notice things that are working especially well (or not so well). For example, if you find users aren’t responding to a particular call-to-action in your ad text, delete that ad and try something else. Testing and modification is vital to running a successful campaign because even if you’re on top, your competitors are likely trying to mimic your success. Besides there is always room for improvement in any campaign no matter how successful.

By using the above techniques you can ensure that you are atleast paying attention to your campaign’s quality score. It can a lot to manage a campaign sucessfully, and quality score is not a measure if the campaign is sucessful or not. However, with a great quality score, the likelyhood of sucess is much higher.