Solving for quality score can be a widely misunderstood area for paid search specialists.
Why is quality score important?
Quality score is a key metric Google’s auction will use to determine your position in the search results.
This widely mis-understood metric is considered the “secret sauce” for the Google’s Ad platform.
Google Ads provides four metrics to help identify directionally where you may begin to optimize your customer’s journey.
Landing Page – This will tell you if the landing experience you are sending traffic to relates to the keyword and campaign you are bidding on.
Quality Score – This will be an overall score that takes into consideration the ad relevance. This is influenced by whether your ad copy also aligns with your landing page copy.
eCTR – This is an indicator of how relevant the ad copy is within your ads. This metric helps determine the expected click through rate based on your ad relevancy.
Ad Relevancy – This score is determined by how relevant the ad copy and landing page experience is to the consumer’s search intent. Ad relevancy is also influenced by the total amount of ads within an ad group. That being said it is key to test and add multiple iterations of ad copy to improve ad relevancy.
How to audit your quality score
A key production task or analysis is to filter your existing performance for quality score.
This can be done by setting filter criteria to begin your analysis and compile a “priority list” of opportunity to tackle.
Once you have filtered for quality score that is less than 5 you can begin to digest the column metrics to identify which parts of your funnel are having the most influence.
The two key areas to notice is that ad relevance could be due to poor ad copy and alignment with your website experience. This will lead to a “below average” click through rate.
Pick a few high volume keywords that are suffering from low quality score and begin making optimizations to improve your overall user journey.
From experience testing this over time will help reveal the best results and learning from the process. No one can promise performance but a good plan to get better performance will always succeed.
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