5 Tips To Improve Quality Score And Ad Rank

Rosie Littlejohns 20th September 2018

Quality Score and Ad Rank are important aspects of a Google Ad campaign. These metrics directly impact the effectiveness of your campaign. You may have seen messages from Google that warns of adverts not showing due to a ‘low Ad Rank’. If you see this, you need to improve your Quality Score.

Ad Rank is made up of these factors:

  • Bid amount
  • Quality Score
  • Context of search
  • Ad format and extensions.

So, improving the Quality Score will help improve your overall Ad Rank.

Quality Score it is made up of three components:

  • Expected click through rate (CTR)
  • Ad relevance
  • Landing page experience

The Quality Score can be seen within the keyword section and is rated on a scale of 1-10. You can also see a breakdown of each component of the Quality Score, which is a helpful way to explore your optimisation options.

5 tips to help improve your Quality Score and Ad Rank:

  • Targeted ad groups

Create targeted ad groups. This method allows you to include relevant keywords coupled with relevant adverts. Look at your keywords and try to group them into similar themes. Then create a separate ad group for each theme. Ad groups can be small – don’t be afraid to start off with fewer, targeted, keywords and gradually build them up as more search terms are triggered.

  • Relevant ad copy

By having smaller more targeted ad groups, you will be able to achieve relevant ad copy. When writing your adverts, be sure to include the keywords within the copy itself. This will help increase relevancy and in turn the campaign’s CTR.

  • Ad extensions

Include as many ad extensions as possible. Google takes this into consideration when ranking ads, and likes to see businesses using extensions effectively. There are plenty to choose from, but not all are suitable for every account. For dental practices, I recommend using the following extensions: site links, callouts, structured snippets, call and location. If you are running a special offer, the promotion extension can also be utilised.

  • Landing page quality

Each landing page should be carefully designed to give a good user experience. Landing pages need to answer the search query and offer relevant information to the user, so ensure you are using the right keywords within the content. Landing pages should also load quickly, be secure, offer a clear call to action and be easy to navigate on all screen types.

  • Location targeting

Make sure you are targeting the most effective locations. View your geographical report and review the click-through rates of each location. If there are locations generating high levels of impressions, but low clicks, it might be worthwhile excluding them. This is because these locations are pushing down the campaign’s overall CTR, in turn reducing Quality Score and Ad Rank.

If you need help optimising your account to improve Quality Score and Ad Rank please give us a call on 01202 677 277.

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