If you are trying to determine what matters and what doesn’t when it comes down to the Google Quality Score number on your AdWords account, here is a breakdown of what to focus on and the most common misconceptions to create meaningful ads that are optimized for true quality.
What DOES Matter
1. User Device
The device used to access the ad makes a difference, whether it’s a traditional computer, a smartphone, or a tablet. Ensure your Google Ads are optimized for mobile devices. While Google does not require you have an actual mobile site, the information on your website should be easy to navigate and use for mobile users.
2. User Intention
At the heart of ad quality is relevance to user intention and searches. Google Ads and websites used to gather this information will result in higher quality advertisements. Focus more on delivering relevant ads that answer common search queries rather than optimizing specifically for the Google Quality Score.
3. Performance of Related Keywords
When it comes to measuring newly-launched keywords, it is important to relate the information to performance of similar keywords. It is better to invest your time, energy, and money into increasing coverage on relevant searches to ensure the search engines maintain a high opinion of them.
What DOESN’T Matter
4. The Structure of Your Google AdWords Account
It is important to know that your Google Quality Score is not affected by elements that do not impact the user experience. Take your account and set it up in a way that makes it easier for you to manage, and restructure as necessary. Certain things do not affect Google Quality Score including breaking down keywords into different campaigns and ad groups—though moving keywords to a new ad group with new ad text does change the user experience and therefore changes the score.
5. Ads in Other Networks
Your ads’ quality on Google will not be affected if you are targeting the GDN or the Google search partners in an AdWords account. By using your existing performance metrics to test out different search partners and GDN to drive more volume via cost-per-acquisition and conversions.
6. Ad’s Placement on a Page
Though having an ad placed near the top of the page does make a good impression, it doesn’t necessarily increase the Click-Through Rate (CTR) of an advertisement. The CTR is determined for the position your ad is placed on a page. While the top position is more likely to be clicked on than lower positions, this is a factor that is taken into consideration when determining the CTR. Bidding for higher positions on a page will not affect your Google Quality Score, so invest in the ad performance that works best for your business.
In conclusion, remember that the fundamentals of an ad campaign and its success are not purely based on the Google Quality Score. There are differences between various factors such as the auction-time quality and the 1-10 Google Quality Score to consider. Instead of chasing a high Google Quality Score, focus on your advertising campaign being compelling, relevant, and effective to make the most out of your marketing budget.