Quality score or quality level Google Ads - 15 Practical Practices
In this article I won't explain everything about the Google Ads quality level of your campaigns, I assume that you already know the basic concepts surrounding the quality score.
It's a kind of memo with 15 concrete practices so that you don't forget anything, although I'd be happy if you learned something in the process!
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A quick reminder of our goal to keep in mind when advertising with Google Ads
get as many leads as possible (number of conversions) at a cost per conversion that is profitable for our business (target CPA)
To have a direct impact on the cost/conversions and therefore on the profitability of our Google Ads. It is absolutely necessary to optimise our quality score!
A high quality score allows us to pay the right price for the CPC of the keyword we buy.
Once you understand what the Google Ads quality score is, here is a checklist to keep it straight!
With these tips, I hope you can move from these levels of Google Ads quality:
to quality scores of 10/10, as here:
Let's start:
1) Put keywords that do not convert on hold:
That is, :
- Keywords with a CTR < 2.5%.
- Quality level < 3/10
- Nombre de conversions <0,5 et coût total >2xcoût/conversion
To check which keywords to put on hold, use the custom filters.
Be careful to distinguish the keywords you have just activated from the less efficient ones that have been activated for a long time and not to put them to sleep too quickly.
2) Make keyword exclusions
Make exclusions at the ad group, campaign or even account level if you are paying for broad query keywords. Check search terms frequently to limit bad queries.
I explain in this article how to definitively exclude unwanted queries in Google Ads.
3) Keep the minimum number of keywords wide
When you monitor your search terms for keywords in broad, you will also be able to deduce whether it is profitable for you to keep it that way. You will have drawn so many conclusions that you can now put it in modified broad, phrase or even better, exact.
This is directly related to the segmentation of the ads and the detailed knowledge of the account.
4) Segment, segment, segment.
Create ad groups with dedicated ads for each keyword that you have already analysed as being profitable: conversions at an acceptable cost per conversion.
You will see that the CTRs for these same keywords will increase enormously, because your ads will correspond exactly to the user queries.
5) Insert your keywords in the url path
This is not compulsory, but it reassures the visitor that he is in the right place and increases the click rate.
6) Insert your keywords in the text of the ads
As you have segmented to create dedicated groups, it will not be difficult to insert these keywords into the ad. This will allow you to increase the relevance of the ad.
Insert the :
- In the title
- In the description of the ad
7) Use capital letters at the beginning of each word
To make the ad more readable and therefore more attractive. You will increase the click rate.
Please note: Google does not like exclamations or words written entirely in capitals at all.
8) Use extensions
The most important ones to start with: call extensions, teaser extension, link extension.
Please note: the link extension cannot contain the same url as the destination url of the ad.
9) Use calls to action in the text of ads
Such as: Book now, Make an appointment, See promo.
This will increase the number of clicks and therefore the CTR, and consequently the quality score.
10) Create a Brand campaign on your brand
Always use manual CPC and never smart bidding to avoid paying too much for your own name. Cap your maximum CPC at 0.10 euros to avoid paying too much per click.
This will help you to :
- protect your brand
- be able to tailor your arguments to the SEO
- In addition, you will see your clicks increase as you will take a larger share at the top of the search results by adding your brand's organic and paid results.
Important: You will find, unfortunately, that your quality score will be very low when you run competing campaigns. There are ways to improve this. We'll see that in another article.
In the meantime, I explain in this article how to excel in your Google Ads brand campaign.
11) Refine further with the geographical areas and the broadcast schedule.
Only if you have a good history (+10K impressions) can you draw conclusions. If this is the case, focus the ads at the best time and place to get the most interactions.
Best practices outside the Google Ads interface:
So far, I have detailed everything you can do to improve the Google Ads interface.
However, there are still a few indicators to improve, such as the usability of the landing page.
12) Make sure your landing page contains your search intent
Google will increase your landing page usability score if it considers that your landing page meets the needs of the visitor.
Apply yourself to have a real match between the keyword, the ad and the content of the landing page. All your indicators will turn green!
13) Add your keyword in the destination URL of your ad
If you include the keyword in the landing page url, Google will fall under your spell.
14) Adapting the landing page for mobile devices
More than 50% of all searches are done from a mobile phone or tablet. It would be a shame to throw away half your advertising budget with a page that is not adapted to your needs.
Important: To adapt the landing page you can use tools like :
- Google Optimize for small changes if you are sure of the relevance of your site.
- External tools like Unbounce if you need to completely rethink your landing page.
15) Check the speed of the destination page
As with SEO optimisations, Google doesn't like long loading times as it damages the user experience and increases bounce rates.
Use the page speed insights from Google
Bonus: An excellent overall account CTR you will maintain
Wait a minute! I tell you 15 tips and now there are 16? You know how to count, it's a good start for your campaigns! ac
This is one more recommendation in the list, but if you have followed all the previous steps, it will be a simple check that all your efforts have paid off.
