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Published On: Tue, Mar 12th, 2019

How to optimize your keywords for great quality score on Google Ads

As any digital marketer will know the importance of good quality keywords cannot be overemphasised.  The importance of optimising keywords in your website will result in a great quality score on Google Ads (AdWords) – a definite digital marketing goal for sure!

To fully understand this and the impact of optimising keywords it’s really beneficial to complete a digital marketing course to get miles ahead with your keyword optimisation.  There are also many tools available to get the best keywords for your website.

photo/ William Iven

Optimising keywords in your content

It’s a well-known fact that the vast majority of web searchers only look at the first page of search engine results.This is exactly where you want your site to be. So, it goes without saying that keyword optimisation is an important part of your digital marketing strategy.

Google Ads overview

Being seen on the web is the aim of any digital marketing strategy and is vitally important as part of a digital advertising campaign.  AdWords, now called, Google Ads, is an advertising service which enables businesses to set a budget for their online advertising campaign where payment is only made when their ad is clicked on.  This is where keywords can make or break your paid internet marketing campaign. Keeping this top of mind can give you a great quality score on Google Ads (AdWords).

Is your Google Ad quality score important?

One of the ways Google measures your ad’s relevance is through rating your keywords on a scale from one to ten to measure how relevant your ad is to the search engine user.

Optimising your keywords to achieve a high quality score on Google Ads is a cost effective way of getting the most out of your paid internet marketing budget.  No marketer wants low quality scores and should be eliminated completely

Google decides your ad-rank by using the following components in determining your quality score, keywords relevance, previous click-through-rate and landing page quality.  A high quality score on Google Ads equals higher ratings and lowers cost.

Does quality score affect your paid internet advertising campaigns?

Marketers understand that the end goal of a paid search campaign is to drive conversions.  Only getting click-throughs is not going to increase sales.

Google Ads works on the premise that the higher your quality score, the lower your conversions cost.  That’s a good incentive to aim for a high quality score. Therefore, increasing your rating point by only one point will decrease your cost-per-conversion.  Great news for your digital marketing campaign budget.

What to include in your Google Ads

Understanding how a great quality score on Google Ads works is the first step to getting the most out of your digital marketing strategy, however,to get the most value out of your paid internet marketing campaign you will also need to ensure that you write compelling content, which includes choosing the most relevant keywords.

Tips to improve your quality score on Google Ads

The aim of running a paid internet marketing campaign such as Google Ads is to get people to click through to your website, which is called the click-through-rate (CTR).

Here are a few tips on how to improve your quality score:

 

  • Ensure a high relevance of your ad – Ad relevance is a way to improve your quality score and it refers to how relevant keywords are in your ads.  Your ad’s relevance can fall under three possible categories, i.e., below average, average and above average.
  • Improve the expected click-through-rate (CTR)– Check your keyword status and change the ad keywords if it falls under the ‘below average’ category.
  • Group keywords together – Knowing how to effectively group keywords together can improve your quality score.
  • Improve your landing page – Compare your keywords to the text on your chosen landing page and ensure they are relevant to the user’s search.

 

Monitoring your quality score

Now that you’ve successfully mastered your keywords and the relevance of your Google Ad to the searcher it’s just as important to monitor your quality score.  Quality score also gives you a sense of the general performance of your ad ranking and it’s worthwhile to continually optimise your keywords to raise your quality score on Google Ads.

Author: Suresh Kumar

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    […] Being seen on the web is the aim of any digital marketing strategy and is vitally important as part of a digital advertising campaign.  AdWords, now called, Google Ads, is an advertising service which enables businesses to set a budget for their online advertising campaign where payment is only made when their ad is clicked on.  This is where keywords can make or break your paid internet marketing campaign. Keeping this top of mind can give you a great quality score on Google Ads (AdWords). – Read more […]

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