5 Tips to Help You Improve Your Google Ads Quality Score
by Game Marketing Genie, on 09-Jun-2021 10:58:37
For your ad campaigns to be successful you need them to reach and convert specific audiences, and Google Ads is one of the best tools to accomplish this. Unlike organic search, Google Ads gives your business the chance to be seen at the top of the search results. This means you have more control over how your ads are positioned, and that more prospects will see your ad and visit your website.
Additionally, paid search campaigns witness 1.5 times more conversions when compared to organic search campaigns. This means that you need to understand the dynamics of Google Ads and how to improve your ad quality to capture more qualified leads.
What is a Google Ads Quality Score?
Quality Score is Google’s metric for rating the overall user experience of your landing pages, websites and ads when your target audience searches for your keywords. Calibrated on a scale of 1 to 10, with 10 being the best and 1 being the worst, Quality Score is an excellent metric to track your ads’ performance online.
As such, the higher your Quality Score, the lower your cost per conversion will be. Unlike cost per click where you are charged for every click on your ads, the cost per conversion is the amount you spend for every conversion that takes place. When your Quality Score is on the higher end of the spectrum, it means that your ad meets the needs of your target audience, so the search engine will charge you less for that specific ad click.
Additionally, Quality Score is instrumental in helping your business generate higher return on investment. A key thing to remember is that Quality Score is not used to rank your Google Ads but instead acts as a guide to help you understand if your campaigns are user-friendly.
To learn more about Google Ads, how it is transitioning, and how to take the necessary steps to succeed, read our blog: Google Ads Are Changing, And Your Wallet Needs To Know.
What affects your Quality Score?
Quality Score for your keywords is calculated based on the mix of expected click-through-rate (CTR), ad relevance, and landing page experience metrics. Let’s learn more below:
- Expected CTR highlights the possibility of your ad being clicked when it is seen by your audience
- Ad relevance helps you understand how closely your ad is related to your target market’s search queries
- Landing page experience shows the ability of your landing page to convert your prospects
Please note that you need to try out keywords before they affect your Quality Score. This is because Quality Score is based on historical impressions for the exact keyword matches. If paid search campaigns are new to you, you can consider working with a Google Ads expert to make sure that you reach your marketing goals.
5 tips to help you improve your Google Ads Quality Score
1. Improving CTR
Keywords are the building blocks of your Google Ads campaign and how you choose them dictates the success of your ads. Choosing high quality keywords that are relevant to your paid search campaigns and conducting keyword diagnosis can help you amplify your reach to your target audience.
Analyzing competitors and audiences thoroughly also helps you gain insights into what your target audience is looking for and what your competitors are providing to convert them. Using these insights, you can design your campaign and product offerings accordingly to capture your audience and convert them into your customers.
Yet another strategy to improve your CTRs is to include good calls to action (CTAs) in your ads and landing pages. Using CTAs strategically will guide your target audience throughout the buyer's journey, create interest in your game, impact their purchase decisions, and help them convert.
While working on paid searches, you can also control what devices, at which time, and in what location your audiences get to see your ads. If you are targeting prospects in more than one geographical location, using different messages crafted for diversified audiences can help you increase your CTRs dramatically.
Running remarketing campaigns is another excellent strategy to target those who’ve already visited your website/clicked your landing page/used your app. Convincing your prospects or upselling your game is easier when your target market is already familiar with your business.
2. Improving relevance of your ad
As we mentioned earlier, ad relevance is a technique Google uses to gauge the relatability of your ads and the keywords that you choose for your campaigns. The more the relevance between these two attributes, the more your campaign will match your target market’s search queries.
The search engine giant also measures ad relevance by determining the relationship between your ads, keywords, and post-click landing page. Relevance is segregated into the following three statuses:
- Below average
- Above average
If your ad is identified as either average or above average, the relevance between your keywords and the entire ad campaign is good and doesn’t have any major issues.
On the contrary, when your ad falls in the “below average” category, it indicates that the relevance of your keywords is not specific enough to your ads or that your ad is generic, meaning that it will need some work if you want it to connect.
Creating ad groups specific to your business, video games and services is one of the best strategies to help improve your ad relevance. For instance, creating an ad group for your video game’s launch makes your ad more specific and helps the search engine identify the relatability between your ad, landing page and audience search queries.
Choosing keywords that are specific to your ad group and your landing page content is also an essential part of enhancing your ad relevance. Practicing these strategies will help you position your ads better, lower your cost-per-click rate, and improve your Quality Score.
3. Improving landing page experience
While leading prospects to your website is one of the goals of digital marketing, making them stay on your website with excellent landing page experience should be a key part of your video game marketing strategy.
The average conversion rate for landing pages across all industries is 9.7 percent. However, 10 percent is considered a benchmark for good conversion rates. So, how do you reach this benchmark and increase your conversions?
Google considers the following factors while evaluating your landing page experience:
- Transparency and trustworthiness of your landing page (i.e. is your business violating any privacy laws of the prospects?)
- Relevance of keywords
- Strong page visuals
- Ease of navigation
- Functional layout
- Audience's session time on the landing page
- Relevance of your content
This is why you need to ensure that everything matches before you launch your ad campaign. Investing in developing your landing page’s UX is one of the most important aspects of your online marketing strategy because a good UX will help you improve your page load time, decrease bounce rates drastically, lower your customer acquisition costs, improve customer retention, improve your market share, and boost revenue.
4. Using good keywords
With 3.5 billion searches being made on Google on a daily basis, you need to ensure that you are choosing correct keywords so that your paid search campaigns are seen by your target market.
Building your ad groups around your business products, services, and specific offers will help you increase the probability of your audience seeing your ads. For every ad group that you create, a minimum of five keywords is needed to reach your target audience.
Instead of using single keywords, opting for long tail keywords (with three or more words) is beneficial. Leads generated from long tail keyword searches tend to be more qualified and have a higher chance of converting.
Incorporating negative keywords in your digital marketing strategy is another way to get rid of irrelevant audiences and concentrate on keywords that matter for your prospective customers.
A key thing to remember when it comes to negative keywords is that you need to include search phrases that might make your ad campaign appear but aren’t relevant to the audience that is searching for it. Let’s say that you’re a company that sells building materials. If you want to promote your latest package of nails, you might want to add “bridal nails” to your negative keywords so you don’t show up when your audience searches for the latest fashions!
But negative keywords don’t work like the regular keywords. To figure out the right ones, you need to add singular or plural versions, synonyms, misspelt words, and any other closer variations of the correct keywords that you are designing your ad campaign around.
Learn more about keywords here: Your Ultimate Guide to Google Ads Keywords.
5. Creating strong ads
Creating high quality ads is key when it comes to captivating your audience. Keeping ads simple yet compelling is one of the best ways to separate your game from its competitors.
Using strong graphics, engaging copy, and good keywords helps your ads go a long way. Rather than flooding your ads with a lot of text, instead highlight specific aspects of your game that capture your audience’s attention such as features, benefits, reviews, and testimonials.
Conducting audience research is a prerequisite for creating captivating graphics and compelling content. This is why data is central to your campaign. Without proper data at your disposal, you won’t know if you’re heading in the right direction.
Instead of shedding money on ads that don’t perform, test your ads and invest in the ones that are performing the best to hit your marketing goals faster. By launching different campaigns and A/B testing and reviewing their performance, you can make your ads more relevant to your audience.
Including ad extensions is another way to create strong advertisements. Ad extensions are additional areas of texts that can extend advertisements and make them more valuable to your audience. Incorporating them also helps you to stay distinct and stand out from your competition. They are also great as a CTA.
Some ad extensions that you can use are:
- Affiliate location
- Click to text
Remember that integrating these strategies in your ads is great, but ensuring that your advertisements are neat and clear will help you grab your target market’s attention much better.
Quality Score affects your ads ranking, price, and overall positioning. Conducting thorough research will help your team make informed decisions and market your brand effectively. Working with a Google Ads expert agency that understands your video game, and the gaming industry can catapult your video game to success.
Game Marketing Genie can help your business save money and time as our team of seasoned marketing strategists, data scientists, and user experience gurus will help you conduct research and set up the entire Google Ads network from start to finish. To know more about how we can help you, talk to our team today!