How to improve your ads quality score and get more conversions

Google Ads is an amazing way to drive traffic to you website and increase your sales. Once you have you ads going on, follow these tips to improve their quality and conversion rate.

While creating search ads in Google, you need to create high quality ads. They will get high position, will be shown to more users and will offer a better conversion rates, and hence increasing the sales of your business. One of the ways to improve your ads is by focusing on your ads Quality Score.

What is Quality Score?

Quality Score determines the quality and relevance of the keywords you are targeting in paid ads. This score plays an important role in determining the ad rank in the auction process. If your ad quality score is low then it will effect your ad, therefore it is very important to work on your ads quality score.

However quality score is not a single metric. Instead there is a number of factors that determine your ad score. In Google Ads there are three main criteria to determine quality score: landing page experience, expected click through rate and ad relevance. By keeping all these factors in mind, it is possible to improve your ads quality score.

Why Quality Score is important

Quality Score is considered important because it directly affects your CPC (cost per click). The ads you create must be high quality so that search terms can better match the user's search intent.

A good Quality score gives your ads better position on google search page, and which will result in getting lower bid estimates, ultimately increasing ad budget efficiency. Google provides tools which help to increase the Quality score.

If your ads have Good Quality score, then your ads will have a better ad position, and you can also then get lower bid estimates, ultimately increasing ad budget.

4 ways to improve your Quality Score

Google recommends that improvement in your Quality Score will produce better ads. This relates to the quality, keywords and the landing page experience of your ad. Here are 4 methods to improve it.

1 — Invest in ad copywriting

Search ads are made of words, therefore copywriting is an really important skill you need to master.

To be expert in copywriting skills we suggest you to do different word exercises to gather best information possible.

Your headline should provide multiple related keywords. Your call to action should be unique and specific because there is a difference between Buy Now and Get a Quote. Knowing this difference makes you craft better text to guider the users.

If you are providing an offer, then think about something specific that will seek attention and will stand out. Put yourself in the customer shoe and what they want, like expectational warranty or an extended return policy.

Crafting better ads involves copywriting your way to success with better and improved text.

2 — Use relevant keywords

Keywords are essence of search ads. Keywords are like “magic terms” that your audience choose to find what they are looking for.

The more you have idea about which keywords your audience uses to search or react out for a product you sell, the higher the quality of your ads.

Therefore, it is a good idea to do a proper research on which keywords will be a best fit your ads. You should go for long-tail keywords that have less competition but have search volume. This will specify the search and increase the chances of a user clicking on your ads.

3 — Try negative Keywords

Negative keywords are the keyword type that you don't wany your ad to show on when a user is applying them. You can add them in your ads, indicating that if someone is using the “negative keyword 1”, you don’t want to show your ad to them.

Negative Keywords are really helpful as you want to use the keywords you are most certain user from your target audience will find. While using negative keywords, you are excluding people that are not in your target audience. It guarantees that those who click on the ad are looking for the services you offer. This is an excellent way to increase your ad Quality Score.

4 — Review your landing page

Once a user clicks on your ad, what happens? This is a question you need to answer correctly because your low conversion rate may have something to do with your landing page.

One a user clicks on your ad, what happens next? If then you are not getting conversion then there may have something to do with your landing page.

The landing page experience of the user directly impacts the Quality Score of your ads. There needs to be a match between what you promote and what the user will see after clicking on the ad. If they click, see your website and leave immediately, then this might be a sign that you need to refine the offer to increase audience engagement.

Below mentioned are some tips you can follow to improve the landing page experience:

Check that the landing page link is linked to your ad correctly. Match the user search with the title and the description of landing page.
Check the page load speed, as if your website is taking time to load, then you need to optimize your website.
Make sure that your website has pages like contact info, terms and conditions and which services you offer as if makes your website trustworthy.

When doing your campaigns live, always look for ways to improve the Quality Score.

As a result, your ads will be more successful, and so will your business!

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