All About Improving Your Quality Scores

You need to go back to the basics when you are organizing a PPC effort. You might feel comfortable about the position in which your campaigns are in but that’s not enough. You will be amazed at how valuable it will turn out to be if you spare some little time just examine the overall performance of your campaigns, especially if improving the quality score is your goal.

The score of your keywords is a determinant in regards to the performance of your campaigns; the higher the score the better. For that reason, your competitor might outperform you if your keywords have lower score compared to what your competitor has. The scores are so critical that a tiny gap in quality can have a remarkable impact on performance, making it decline drastically. The quality of scores can as well affect how your clicks and how bids are priced. It is hard to jump from a poor quality score to the decent one in a short instance but there is a variety of tricks you can employ to improve them.

The main reason of quality scores existence is actually to boost relevance, ensuring that correct ads are only displayed to appropriate potential customers. A response and even a sale are more likely to be made if the displayed ads are in cohesion with what a user is typing in the search engine. This looks quite easy but you need to know that quality scores are subject to the account you are using and the formulas set by Google ads to compute the scores. These two parameters keep changing and that is why improving quality scores is quite challenging.

Google has previously stated that it considers two factors when determining quality score. First, they simply glance at performance numbers from your keywords and past CTRs of URL and then make a decision using them. Two, they check out various factors concerning your account and determines your quality score. Therefore, there is no particular set formula that can be used by advertisers to boost their quality scores. But don’t put a lot of emphasis on the factors presented by Google. Instead, keep your mind on the overall campaign itself because if you build a truly successful platform then people will have a reason to click.

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In the quality score world, CTR is a powerful word. Historical CTR data obtained from keywords performance is critical enough to form the basis of a bad or good quality score. Google has, however, gone on record to state that the expected CTR will only be applied on new keywords that are yet to accumulate data. Google tends to use things such as the performance of comparable competitor’s ads or the overall performance of your account to predict the performance of your ads. As a result, the expected CTR has more impact than the actual historical CTR.

But this may as well be the reason why you might face hardships. You might start wondering why the quality score isn’t improving when you already have a great CTR. You need to remember that CTR is to campaigns what competitors are to the market. If other advertisers make their ads to be more enticing then they will take up most of the clicks even if your ad ranking is better. You can also miss some relevant clicks if you don’t sufficiently target your ads. Therefore, a range of factors can affect your quality score. It is good to familiarize yourself with the PPC to fully understand the problem with your ads, but do not utilize the tactics solely for improving your quality score. At times, making your ads more exciting alone can invoke sufficient response from potential customers. Designing strong and captivating ads is the obvious trick in the advertising world.

There are a lot of things that can impact your ads badly. For this reason, you need to put the practice of ad testing into consideration. A particular testing schedule, for instance, can reveal which keywords are performing better and at which rates. This knowledge can be really essential when you are making decisions concerning your ads. Although ad testing can consume significant patience and money, the insights you will obtain from it can be really valuable in future decision making. Besides, Google Adwords uses initial quality scores for newer keywords to determine the expected CTR.

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Sadly, there is no known easy way you can use to improve the quality score overnight. It just takes experience, patience and time to improve your quality score. Running regular tests and reviewing all ad performance reports can be an excellent way to evaluate your progress. Be open-minded and don’t tailor everything to be in line with Google’s formulas. Pay particular attention to the strength of your ads and the level of customer targeting. In the long run, the small changes you make end up influencing your CTRs which in turn translates to better quality scores.

About the Author

Tom Koh

Tom is the CEO and Principal Consultant of MediaOne, a leading digital marketing agency. He has consulted for MNCs like Canon, Maybank, Capitaland, SingTel, ST Engineering, WWF, Cambridge University, as well as Government organisations like Enterprise Singapore, Ministry of Law, National Galleries, NTUC, e2i, SingHealth. His articles are published and referenced in CNA, Straits Times, MoneyFM, Financial Times, Yahoo! Finance, Hubspot, Zendesk, CIO Advisor.


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