The page doesn’t match this person's search term, which means it’s not useful to them.Īlternatively, say someone clicks your ad which matches their search term, but they’re bombarded with pop-ups, or the page takes too long to load. only to be redirected to a landing page showcasing striped socks and plain white socks. Say someone searches for "socks with polka dots", looks at your ad, and clicks your ad. Returning to the example of Bob’s Sock Factory, we can consider one of the improved ads from above: Is your landing page clear in its directions?.Does your landing page have text that relates to someone’s search terms?.How useful is your landing page to someone who clicks on the ad?.Here are some useful questions to ask yourself:
When you’re trying to improve the Quality Score of your keywords, you should compare them to the copy, or words, on your chosen landing page, as well as the landing page’s overall user experience. Consider removing keywords that people don’t really search for, or add a wider variety of keywords to your ad groups by running a keyword diagnosis. You can incorporate more than one of your preferred keywords into each ad to improve your expected CTR.Īside from working on your ad copy, you may also fine-tune your keywords in order to improve your expected CTR. This is where crafting two or more ads per ad group comes in handy. Learn More!Įxplore Bob’s Sock Factory for Colorful Socks Today. Here’s what a more appealing ad might look like:īob’s Sock Factory - Decorative Socks OnlineĪd – Visit Our Site Today to Find Socks with Polka Dots. Note that this does not contain any of the relevant keywords, which means that the searcher is unlikely to click it. Here, a poorly written ad might say:Īd - Visit Our Site Today to Explore a Wide Variety of Socks. Your ad group might contain the following keywords: socks with polka dots, polka dotted socks, decorative socks, fashion socks, colourful socks, causing your ad to appear for your customer’s search query. If you receive a “Below Average” status on any one of your keywords, you might want to change the ad copy associated with the keyword to include more mentions of the keyword within your ad.įor example, say you own an online store selling socks, and your potential customer searches for "socks with polka dots". "Below Average" – This means your keyword is expected to perform poorly in terms of CTR."Average" or "Above Average" – This means there are no significant problems with your keyword’s expected CTR.There are three different statuses that you may get here: It assumes that the search term will match your preferred keyword exactly, and doesn’t take into consideration other factors such as type of device. The expected CTR is an estimate of how likely someone will click your ad when it appears for one of your chosen keywords.
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In the following section, we’ll discuss how to do this. To get a higher Quality Score, fine-tune your ads and landing pages to improve your expected click-through rate, ad relevance and landing page experience.
Landing Page Experience: Does the information on the landing page correspond to what the ad is offering, and vice versa? There are three factors that affect your Quality Score, including:Įxpected Click-Through Rate (CTR): How likely is someone to click your ad when Google shows your ad for the keyword they search for?Īd Relevance: Is the ad relevant to your keywords? Does it make sense for the ad to appear when someone searches for a particular keyword? In essence, the Quality Score is an indication of whether your ads and landing pages are useful to your consumers. You may check your Quality Score by looking at your keywords report. This is represented on a scale of 1-10, with 1 being the lowest and 10 being the highest. The Quality Score is Google’s rating of the overall user experience that your ads and landing pages provide when users search for your keyword(s).
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