Google ads are powerful tools that any good marketing strategy should utilize. Not only is Google the most used search engine out there and hence working on SEO is vital, but they actually offer some of the best options when it comes to advertising directly through Google.
That being said though, what does it take to make a high-quality Google ad? What are the key aspects that you need to consider in order to make these ads as useful as they can be? All of this is precisely what this article is about, so, in order to find out more, be sure to keep on reading.
Quality score
The most important aspect that measures the quality of your Google ads is the Quality Score, which you can track for individual keywords present in your Google Ads account. As experts on google ads over at omologist.com/ explain, many people tend to overlook the fact that when it comes to these scores, there is a lot more at play here than initially meets the eye. In fact, there are various types of quality scores, so – let’s talk about the most important ones.
Account-level quality scores
The first level of quality score that we are going to be talking about is the account-level Quality Score. This is the most general level of quality that Google assesses regarding your account, and it is the result of the overall historical performance of both your keywords as well as ads in your account.
Your chronological performance impacts the performance of an ad
If you happen to have a large number of highly scored keywords as well as a high click-through rate (CTR) ads that have performed well chronologically, your total Quality Score is going to get higher as well.
What this basically means related to your ads is that they are generally going to perform better when they are newly introduced due to the fact that you already have a higher Quality Score. That being said – when assessing a quality Google Ad, the background of the account needs to be taken into consideration as well since it can be a good kickstarter for the ad.
Keyword-Level Quality Score
This quality score is based on the performance of your keywords, and can be easily accessed through the Google Ads interface. A keywords’ score is represented by a scale from 1 – 10 with 10 being the best score possible. Your keyword-level score is based on the performance of search queries that exactly match the keyword in question.
It’s vital that you stay up to date
The thing with keyboard-level QS is the fact that you need to work on your SEO from day one due to the fact that keywords’ QS is based on their overall chronological performance on Google. This basically means that your keywords’ QS is most prone to changes while it’s new, so, until it reaches an impression threshold which happens after a few thousand impressions. After that, it will start to reflect on how it has performed in your account, which means that historic performance is going to be a lesser factor.
All of this basically means that it’s vital that you make sure that you pay attention to your stats right after you have started your first Google Ad campaign since doing so will greatly boost the possibility of your ads succeeding in the long run.
Ad Group Quality Score
This QS is basically a way for you to determine which areas of your ad campaign are most important for you to work on. It’s also based on keywords, and while this may seem repetitive to those not well versed in this topic, the truth is – it’s all in the keywords, especially when it comes to Google.
Data regarding this QS group is going to help you to find ways for you to restructure your campaigns and ad groups which, if you’re successful, is going to result in editing low CTR ads to boost ad group QS.
Ad-Level Quality Score
The ads you already have running in each of your ad groups are going to have a different click-through rate, which is an important factor that helps to determine the Quality Score of the ad in question.
If you happen to have a lot of low CTR ads in your ad groups, the probability is high that they could be contributing to a low-Quality Score due to the fact that Google Ads considers all of your ads when they are calculating your overall scores. If you want to boost your CTR, a good way to do so is by including Dynamic Keyword Insertion (DKI) ads in your Search Network campaigns. DKI ads are able to show you the exact search query within the ad in question, considering that it doesn’t exceed the ad character limits.
Landing Page Quality Score
There are three most important factors when it comes to how Google assesses the quality of the landing page that an ad leads to – relevance, how original the content is, as well as transparency and user-friendliness.
That being said, if you are looking for your ads to be ranked higher, you want to make sure that your landing page is both useful and relevant. That being said though, the fact that your landing page is important to Google doesn’t mean that it shouldn’t be a top priority for your business as well, in fact – the higher the quality of your website, the better the chance of your marketing campaign succeeding.
To wrap things up
After coming to the end of your article, you have surely picked up on some of the most important factors that impact the quality of a certain Google ad. Make sure to do your research and to take all of the variables discussed into consideration before launching your next Google ad campaign in order to get the best results!