How to improve your quality score in a paid campaign? All the tips are here
A sponsored online campaign allows for broad exposure of the website or dedicated landing page, a significant increase in visitor traffic to your business’s website, and an increase in sales. One of the parameters for making sponsored promotion on Google and other search engines is the percentage of clicks on the phrases you have included in the campaign. The click-through rate, in English CTR (Click Through Rate), determines the quality score of a particular phrase. It is worth noting that the click-through rate is only part of the quality score, but it is the main component of the quality score determined by Google.
What is the quality score and how is it calculated?
The Quality Score is actually a Google weighting based on the quality of the ads, keyword relevance, and the advertisers’ bid per click. Although Google does not disclose exactly how it calculates the Quality Score for each search term, Google does state that the quality of the landing page affects the landing page’s position in the search engine results.
Your quality score is determined by 3 main parameters:
- Ad relevance – Google presents ads relevant to the search query to the user. Therefore, it is important to pay attention to the keywords chosen for the ad.
- Click-through rate ( CTR ) – the number of clicks divided by the number of impressions, for example, if your sponsored ad appears 10 times and one user clicks on it, the click-through rate is 10%.
- Landing page – A measure of the relevance of the landing page to the ad and the query the user made on the Google search engine. In sponsored advertising, you can direct users who click on the ad to a dedicated landing page created specifically for the campaign or to one of the relevant pages on your business website.
Tips for improving quality compliance in a sponsored campaign
Internet marketing through paid advertising is considered efficient and effective, as long as the campaign is managed professionally, preferably with the help of skilled professionals. It is important to remember that the quality score is necessary for Google but is also important for you as advertisers on the world’s most popular search engine. Many advertisers focus only on the bid, but in order to achieve higher visibility of the advertising ad and to enjoy a higher ROI, it is important to improve and raise the quality score, and thus the success of the campaign increases significantly.
- Integrating the phrase in the title – This is a basic tip, but it turns out that many advertisers are not aware of it. By integrating the campaign’s main keyword phrase in the main title of the landing page, you help Google’s algorithm better understand what the landing page is about, and thus Google will display the ad according to its relevance to the query the user made in the search engine.
- Integrating the phrase in the URL – It is recommended to integrate the main keyword in the campaign into the website address as well. The phrase integrated into the URL helps Google understand what the landing page is about and display it according to the relevance to the users’ queries. Therefore, instead of registering an address like yoursite.com/landpage, it is recommended to register www.yoursite.com/keyword.
- Incorporating the phrase in the title 1H in the content – 1H is the main title on the landing page. Incorporating the key phrase in the title helps Google understand what the page is about and display it according to relevance to users’ searches.
- Using ad extensions – Google is improving its advertising tools. It is worth taking advantage of the various extensions to display a more impressive and larger ad, at no additional cost. The more prominent the ad, the higher the click-through rate.
- Using ALT – It is a good idea to use ALT with the keyword phrase to describe an image on the landing page.
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