Views: 0 Author: Site Editor Publish Time: 2021-03-31 Origin: Site
Many people have a worry about quality score. Why is it that after optimizing for so long, the quality score still cannot go up?What factors determine quality score?Is the relationship between Quality Score and ad performance that important?How can I optimize to improve my Quality Score score?I will answer them one by one for you below.
What is quality score?
Quality Score is a comprehensive assessment of a keyword's overall performance in past ad auctions.Based on this data, each keyword is assigned a Quality Score, expressed on a scale of 1-10, with 1 being the lowest score and 10 being the highest.It is equivalent to an indicator light, reminding us where we need to optimize.
What does Quality Score affect?
Generally speaking, the higher the Quality Score, the lower the cost-per-click required.For example: two keywords under the same conditions have quality scores of 5 and 8 respectively. Once an ad is clicked, the actual cost of the keyword with a score of 5 is higher than that of 8.Of course, it’s not just this one benefit, it’s also reflected in the following three points:
1. Ad impression probability: The higher the quality score, the greater the chance of ad exposure for the same customer search.For example: when a customer searches, under the same conditions, a keyword with a quality score of 8 has a higher chance of being displayed than a keyword with a quality score of 5.
2. Ad Rank: The higher the Quality Score, the better the ad ranks.For example: for the same type of keywords in the account, the average monthly ranking of keywords with a quality score of 8 is 1.3, while the average monthly ranking of keywords with a quality score of 3 is 2.1.
3. top ad slot: Google advertising slots are 4 at the top and 3 at the bottom.The higher the advertisement is, the easier it is for customers to see it, so everyone is pursuing the advertising space that can be ranked at the top.But there is only one top ad slot, and ads with higher keyword quality scores are eligible to be displayed in the top ad slot, that is, above the natural search results.
Since the higher the quality score, the more benefits it brings, what can we do to improve the quality score of the keyword?
How to improve quality score?
To improve the quality score, we will analyze it separately from the three factors that determine the quality score.
1. Increase expected click-through rate: Estimated CTR is a keyword status that measures how likely your ad is to be clicked when that keyword triggers it to show.In layman's terms, it isGoogle AdsIt will determine how high the probability is that customers will click on our ads when they search. This is actually an estimate.
Below we will introduce how to increase the estimated click-through rate by modifying the matching method of keywords, excluding irrelevant keywords, and increasing the cost-per-click bid.
Method 1: Modify the matching method of keywords
For example, if we have just launched Google ads in the early stage and we need to get a lot of exposure, we can choose the broad matching form; but after running it for a period of time, we find that the click-through rate of the keyword is low, so we can adjust it to phrase matching or broad modifier matching. form:
Method 2: Exclude irrelevant keywords
For example: We are running steel plate in the form of broad matching. When customers search for plastic plate and our ads are triggered, we can exclude plastic.Therefore, we can usually use the search terms report to view the actual search terms of customers.Irrelevant ones can be excluded.
Method 3: Increase your CPC bid
Significantly increasing bids in a short period of time, in addition to significantly increasing exposure, has the most direct impact on click-through rate, because after the bid is increased, the ad ranking score will become higher, the opportunities for top exposure will also increase, the ranking will increase, and the quality score will increase. It will also rise accordingly.So what is a reasonable value for us to bid?
There is a keyword bid simulator tool in Google Ads. We can make bid selections based on the actual exposure we want to achieve.
2. Increase ad relevancy：
It measures how relevant your keywords are to your ads.By looking at this status, we can see how well the keyword matches the ad text.So what kind of advertisement is relevant? First of all, the keywords and the content of the advertisement should be consistent. The keyword is steel pipe, and the advertisement text cannot describe wire mesh products.The specific steps are as follows:
a. First, we can write more ad copy in each ad group for different types of potential customers.Each copy can have a focus, such as product features, uses, price, product delivery, etc.
b. Add related keywords.We can use Google Analytics to find the most effective 'keywords': keywords that complete the defined goals represent a high conversion rate; keywords with the lowest bounce rate represent a good web page experience.Then we can select and expand keywords based on these keywords.
3. Optimize landing page experience：
Does the target page brought by the advertisement have a good enough user experience? That is to say, when the customer clicks on the advertisement to reach the website, does the website load quickly? Is there anything about the content that is different from other websites that attracts customers?
Fast Loading Use Google PageSpeed Insights to analyze website loading speed and check to see where the website needs improvement.The faster the reading speed, the better web experience will be given to users.A score of 90-100 can be defined as a fast opening speed, 50-89 as a medium speed, and 0-49 as a slow opening speed.We can optimize the website based on the suggestions given by the tool.
Navigation ease of use.Properly arrange and design web pages to facilitate users to find information.When customers are on the product details page, they can quickly find other items they want to view, such as company introduction or contact us.
Correlation.Whether the page the user is directed to has unique content relevant to the query.For example: the product a customer searches for is gabion, but the landing page contains multiple types of products, making it inconvenient for customers to search.
Originality.Unique and valuable page.Introduce the company's advantages, services, and product quality; the product details page must focus on the key points at the first time, introducing where you are from, what products, what the product is used for, etc.
Improving the quality score of keywords is a long-term process, which requires us to continuously analyze from three aspects: expected click-through rate, ad relevance, and landing page experience, and make adjustments on the account side and website side.The keyword quality score reflects the potential problems existing in the account. I believe that in the process of improving the keyword quality score, the account data performance and the actual inquiry effect of the client will be qualitatively improved.
