Because Quality Score is comprised of so many factors, it can be a tough metric to needle up. Here are some actionable steps you can implement in your account to move Quality Score in the right direction.
- Create a Relevant Keyword List: While driving traffic to your site is important, it is important not to get sucked into adding only broad, high search volume keywords. Do diligent keyword research and focus on adding specific keywords relevant to your product or service offering.
WordStream’s Keyword Suggestion tool, QueryStream, and Add Keywords alert in the 20 Minute PPC Work Week can all help you identify new keywords. - Create Negative Keyword List: Negative keyword lists are helpful for eliminating unwanted clicks and for ensuring that the traffic coming to your site is qualified. Adding negatives will help boost your CTR and in turn help boost your Quality Score. You can use keyword research tools like the Negative Keyword Tool in WordStream to help identify potential negatives even before they trigger. You can also use irrelevant search queries QueryStream to help identify negative keywords to add into your account.
WordStream’s Negative Keyword Suggestion tool, QueryStream, and Add Negative Keywords alert in the 20 Minute PPC Work Week can all help you identify new negatives. - Create Specific Ad Groups Around a Certain Theme: When structuring your keyword lists into ad groups, choose specific keywords that directly relate to the specific theme of the ad group and landing page. The more tightly-knit and specific your ad groups are, the more you will be able to deliver a relevant experience.
WordStream’s Split Ad Group tool and Keyword Workbench can help you with your ad group structure. - Create Simple, Relevant and Compelling ads: When writing your ad copy, incorporate top performing keywords in the headline and body of your ad. Highlight value propositions that distinguish you from your competition and incorporate strong calls-to-action. This will encourage searchers to click your ad and understand what they will be able to do once arriving to your site. A/B test your ads against one another to see which perform better and replace your underperforming ads. You may find that there are specific calls-to-action or value propositions that work better than others so always be testing!
WordStream’s Text Ad Builder provides you with Google best practices for creating compelling ads. - Improve Landing Page Experience: When creating PPC-optimized landing pages, there are several things you’ll want to keep in mind in order to attain higher Quality Scores. Make sure your content is clear, relevant and easy to navigate. Check to see if your keywords are featured prominently on the page. Try creating landing page variations surrounding specific themes to drive home relevance. You don’t always need to create separate landing pages for each ad group but the more relevant your landing page is to thematically grouped keywords, the higher your Quality Score will be. Finally, try A/B testing your landing pages against one another to see which perform better. One metric to look at to help gauge your landing page relevancy is bounce rate. Landing pages with higher bounce rates indicate a lack of relevancy and are a good red flag to watch out for.
WordStream’s Landing Page creator can help you set up simple, clean landing pages to attract more potential customers. - Review Campaign Performance: Review your performance regularly to diagnose trouble areas in your campaign. If one campaign has a lower Quality Score that you’d like to work to improve, check your keyword list, negative keyword lists, account structure, ads and landing pages to see if you can identify the area keeping your Quality Scores down.