Quality Score: how to improve your ads and get more conversions

Rita Amaral
October 18, 2023
4 min read
 min read

Google Ads are a great way to bring traffic to your website and increase sales. Once you have campaigns going, follow these tips to improve their quality and conversion rate.

When creating search ads, like Google Ads or Bind Ads, you need to create high-quality ads. They will be better positioned, shown to more users and offer you better conversion rates. One of the ways to improve your ads is by focusing on improving your Quality Score.

What is Quality Score?

Quality Score indicates the quality and relevance of the keywords used in pay per click ads. This score is important to determine the ad rank in the auction process. A lower Quality Score will compromise ad effectiveness; therefore, it is important to work your ads to keep your Quality Score high.

However, this is not a single metric. Instead, it is a combination of factors that describe your ad score. In Google’s case, they have three main criteria to evaluate Quality Score: expected clickthrough rate, landing page experience and ad relevance. With these in mind, it is possible to improve the Quality Score if you rework your landing pages or choose better keywords so that the advertisement matches users’ search queries.

Why Quality Score is important

Quality Score is important as it directly affects your cost per click. Google ads have to be high quality so that search queries can better match the user’s search intent.

A good Quality Score allows your ads to have a better ad position, and you can get lower bid estimates, increasing ad budget efficiency. Google has tools to help you raise the Quality Score, meaning you will have better ads that perform better.

4 ways to improve your Quality Score

Google recommends improving Quality Score to produce better ads. This relates to the quality of your ads, keywords and landing pages. Here are 4 ways to improve it.

1 — Invest in ad copywriting

Search ads are composed of words, therefore copywriting is an important skill to master.

In this case, we suggest you do different word exercises to gather the best information possible to match what your users are searching for.

Your headline should provide multiple related keywords. Your call-to-action should be specific because, for example, there’s a difference between “call now” and “book now”. Knowing this difference makes you craft better text to guide the user.

In terms of your offer, think about something specific that will stand out. Put yourself in the user’s shoes and what they value, like an exceptional 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 probably the essence of online search ads. They are “magic terms” that users choose to find what they are looking for.

The more you know about which keywords your audience uses to reach a product you sell, the higher the quality of your ads.

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

3 — Try negative Keywords

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

This is really helpful because you want to use the keywords you are most certain people from your target audience will find. When using negative keywords, you are turning away people that are not in your target ad group. It guarantees that those who click on the ad are looking for the information you provide. This is an excellent way to increase the Quality Score of your ad.

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.

The landing page influences the Quality Score of your ads. There needs to be a match between what you advertise and what the user will see after clicking on the ad. If they click, see your webpage and leave immediately, this may be a sign that you need to refine your offer to increase engagement.

Here are a few tips you can follow to improve the landing page experience:

  • Check that your ad contains the landing page’s link correctly. Match the user’s search with the title and description of the landing page as much as possible.
  • Check the loading speed and rethink mobile navigation, as more users access content through their smartphones and your offers need to be optimised for this.
  • Make your website is trustworthy: include visible elements, like contact info, terms and conditions and which products or services you offer.

When doing online ad campaigns, always look for ways to improve the Quality Score and follow the network guidelines.

As a result, your ads will be more successful, and so will your business! In the advertio app, you can craft high-quality ads from day one — let’s start?

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