We need to ensure that the users who click on the adwords ads are genuinely searching for the product or service what we are advertising. For this, frequent study of quality score is proved to be very useful.
When analyzing the performance of Adwords Ads, experienced advertisers look into two factors- Cost Per Click (CTR) and Quality Score. For a constant ad rank, the CPC and quality score are inversely related.
The three main metrics that make up a keyword’s quality score are
- Expected Click through Rate (CTR),
- Ad Relevance, and
- Landing Page Relevance.
Modification of CPC is only some clicks-on-the-keyboard away and easily adjustable. Hence the subject of this article is Quality Score, what Google wants from us and how you can improve the quality score.
How we can know the quality score and its factors for a keyword?
Go to the keyword tab in Google Adwords and add Quality Score column in the reporting interface. In keyword status column if you hover on the bubble, you will get a pop-up with Expected Click through Rate, Ad Relevance and Landing Page Experience.
The ratings with these 3 factors show you how your keyword is relevant to your ads and the landing page.
- Above Average– You have achieved the highest rating.
- Average– You have achieved an adequate rating.
- Below Average– You have achieved a poor rating.
Let’s now study these 3 factors of Quality Score and reasons of its rankings.
It is better to study these factors one-by-one and find how you can improve overall quality score to get maximum return on investment. Improved quality score also means lower Cost per Clicks. But I am explaining them inversely for the reasons we should walk in this direction- Landing page experience- ad relevance- Click through Rate.
Landing Page Experience
On Adwords Support, Google says- (Landing Page Experience is) a measure that Google uses to estimate how relevant and useful your website’s landing page will be to people who click on your ad. Landing pages with higher ratings are usually well organized and have text that relates to a person’s search terms.
Sole purpose of a landing page is to convince a user to take an action what the advertiser wants. It is the second and final statement that we make. So it is very important to plan and prepare a landing page carefully. Google Adwords system analyses a landing page and rank it considering following points:
- Relevancy of the landing page & information to the keyword
- The originality of your page in respect of other advertisers
- Accurate description of your product or services
- A clean design and easy to use order form
- Clear contact information and address
- Loading time of the page
- Navigation on the website or where the links on the page is taking the visitor
Google Adwords Support page says- (Ad relevance is) a keyword status that measures how closely related your keyword is to your ads.
Keyword is the basic of a search ad and ad is the first statement made by the advertiser. Google has to decide displaying your ads to a user when he makes a search. So above average ad relevance is defining for click through rate. Often the actual search term does not exactly match the keyword but your ad is displayed because Google finds it related to one of the keywords. Therefore it is necessary to arrange keywords in ad groups and create many versions of ad copies closely related to the group of keywords. This way it is easy for Google System to understand your ads and their relation with the keywords.
Ads should not be grouped or arranged in a confusing or contradicting manner. You should also use different keyword match types. Periodically you should pause or delete keywords with below average ratings and add new keywords to the ad groups.
Periodically filtering keywords and ads is a good practice and it enhances the ad relevance in a major way.
Expected Click through Rate (CTR)
We can take Google’s definition of Expected CTR – (Expected Click Through Rate is) a keyword status that measure how likely it is that your ads will get clicked when shown for that keyword, irrespective of your ad’s position, extensions, and other ad formats that may affect the visibility of your ads.
It is the Google’s prediction taking into account how a keyword performed in past at a particular position. As this is based on keyword performance, Google assumes that the search term is exactly the same as the keyword. So if you think a search term in search term report is relevant, you should add them as exact match keyword.
Google factors in not only your keywords but also the other advertisers and it also eliminates effects of ad position and ad extensions etc.
We often overlook the small factors and become possessed with Clicks or CTR or Ad position or Quality Score. It is time to go back to the basics and see what small things we have missed. As an Advertiser or Adwords PPC consultant, we think that our work completes with good position of the ads and good CTR of keywords. But no! Ultimately what matters is conversion, so we need to ensure that the users who click on the ads are genuinely searching for the product or service what we are advertising. For this, frequently studying these 3 factors is proved to be very useful.