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A guide to AdWords Quality Score

As important as it is to know about Google AdWords and how to use them within business, it’s equally as vital to understand the significance of Google AdWords Quality Score.

Quality Score pretty much explains itself; it is Google’s method of rating the quality and the relevance of keywords which you are using for your website and for PPC (Pay-Per-Click) campaign. In other words, it ranks how effectively you are using your Google AdWords.

It stands to reason that a strong AdWords campaign with frequent use of the crucial keywords in the right places will generate a high Quality Score than for a business whereby the AdWords are used sparingly and aren’t utilised to their full potential.

With that in mind, let’s consider why the Quality Score of your Google AdWords campaign is so important. There’s the analytical aspect; in other words, if your Quality Score is low, it would be foolish to ignore it.

A high Quality Score provides evidence of real process of a PPC campaign. If your Quality Score is low, then why is this the case? Your Quality Score could reveal information about the deficiencies of your PPC campaign.

So, what makes for a good – or preferably an excellent – Quality Score for your Google AdWords campaign?

  • The relevancy of keywords to its specific ad group. Tightly grouping keywords together will improve your Quality Score.
  • The quality and relevance of your landing page; will people be impressed by your website, and will they be drawn in enough to potentially make a purchase? The on-page content needs to be relevant to the target keyword.
  • If your business has history with successful AdWords campaigns, then your Quality Score will be higher; if previous campaigns haven’t turned out so well, though, then this will have a detrimental effect on the Quality Score.

Lastly, let’s consider how you could improve your Google AdWords Quality Scores should they be low or disappointing. Ensuring that your website is visually impressive and backs up the professionalism and services that you have is something that you must do, as well as ensuring that all content within the site and especially within the ads themselves is relevant and eye-catching.

Frequent and effective use of keywords throughout the site is key. Providing quick and useful responses to enquiries is also important; Google picks up on response rates.

Finally, it’s a necessity to make your ads mobile-compatible, because a lot of people are going to use their smartphones to potentially find you and your website, so if the ads do not display properly when using Safari or Chrome on mobile, then this will impact upon the success rate of the ads and, consequently, your Quality Score.

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