How to improve your website’s Quality Score?

In the constantly changing environment of Google Advertising, the importance of Quality Score in contextual advertising optimization always remains constant, and understanding the mechanisms of its work when forming a development strategy directly affects the cost per click (CPC). In this article, we will provide practical tips on how to improve website quality, which will help to increase the efficiency of Google advertising campaigns in general.

What is a website quality index?

In short, the Quality Score is a system for evaluating landing pages on the World Wide Web by Google. Quality Score on a scale from 0 to 10 is an assessment of the advertiser’s website pages in terms of user experience. The system automatically evaluates the relevance of keywords, previous user experience with the page, and the quality of ads in accordance with Google standards. Understanding the requirements for the quality of website pages plays a crucial role in the process of optimizing a resource, which leads to an increase in the effectiveness of advertising campaigns with a decrease in the amount of investment in general.

The importance of quality score in Google Advertising

Despite the obvious importance of Quality Score in page optimization, this tool is not the main one in the formation of the main development strategy. The system’s indicators serve as a guideline for improving individual elements on the website. In general, the importance of Quality Score is based on two indicators:

• Google relevance. The relevance of an ad directly affects its display when a user searches for it. In cases where the advertiser’s page does not fully or partially meet the quality criteria, it cannot be displayed to the user at all. Compliance with the criteria improves user experience, which correlates with the likelihood of accurate and visible results.
• Account success with advertisers. The success rate of an advertiser’s account is formed by combining the ad rating with the bid. The Ad Rank system places ads in search results based on relevance, not the highest bid or budget. That’s why branded advertising campaigns usually have a lower cost per click (CPC) compared to regular search campaigns without a high ranking and successful user experience.

Methods to improve Quality Score

• Structure your campaigns, ad groups, and keywords. A detailed structure with ad groups and closely related keywords increases click-through rates, ad relevance, and flexibility in customizing the ads themselves. For example, the DataFeedWatch system allows you to conveniently generate and combine keywords based on product benefits.
• Write relevant ad copy. The most effective keywords should be in titles, descriptions, and URLs. It is not recommended to create “robotic” or simply inorganic descriptions, which are less likely to be interacted with by the user.
• Create ad formats and dynamic blanks. To get the maximum CTR, it is enough to add rich text and adaptive search descriptions that allow you to create dynamic headlines with a high level of relevance.
• Relevant advanced settings. Links, calls to go to the site, and snippets with information about your business have a positive effect on improving the quality of the page, while information about promotions, geolocation, and the availability of a mobile application can increase the engagement of a potential customer.
• Phrase negative keywords. The method of searching for individual negative (irrelevant) keywords and phrases and then excluding them from advertising campaigns can maintain relevance throughout their entire life cycle.
• Remove the element of inconsistency between the search query and your page. The text of the ad should exactly match the keyword and lead the user to the page he or she needs in a simple way. This will reduce bounce rates. The adaptability of the resource to be viewed through mobile devices also plays an important role, especially given the statistics on the growing amount of traffic from portable devices.
• Website speed. Website responsiveness often affects the positive user experience, and slow, overloaded pages increase bounce rates as Internet access speeds vary around the world. For example, PageSpeed allows you to analyze the efficiency of website pages in terms of performance, and optimizing the website code increases the quality rating in Google Advertising.

Conclusions

As described earlier, optimization of the Quality Score plays a key role in building a long-term website development strategy in Google Advertising. The main recommendations in the article “How to Improve Website Quality Score?” will help to increase the relevance of advertising campaigns and user requests, reducing the number of bounces and CPC. Digital marketing company ADV Advantage offers a comprehensive approach to promoting your business on the Internet. Contact us today!