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Samantha Noble

Ways to Improve Quality Score

27th Nov 2009 Paid Search, Google AdWords, Paid Search | 4 Comments


This third and final post in the Quality Score series should provide you with a few ideas when to improving your current Quality Scores. Don’t settle with a Quality Score of seven or eight, set your sights higher and always aim for the top score.

To catch up on why exactly your quality score is so important you should take a look at my previous blog post – The Benefits of a Good Quality Score

There are three main areas that Google AdWords review to calculate your keyword Quality Score and I am going to explain ways that you can improve each one.

Keyword Relevance
Google looks at a keyword and compares it to the associated ad text to see how closely they match each other. Some points to review are:

  • Is the keyword in the headline of the ad?
  • Is the keyword in the body or display URL?
  • Are your keywords grouped in targeted ad groups?
  • Are you bidding on the three match types?
  • Is your CTR higher than 1.00%?

If you can answer yes to all of these questions, you should have no problems with keyword relevance.

Landing Page Quality
Google like their visitors to be sent to relevant sites when they click on one of their paid adverts. If you are bidding on the term ‘puppies’ and your ad links to a doctors surgery website, then your landing page quality would be deemed as poor.

If you can answer yes to the following questions, your landing page quality should have no problems:

  • Is your landing page relevant to each keyword within the ad group?
  • Are you displaying any promises/messages displayed in your ad copy clearly on the page?
  • Are the keyword(s) in the ad group mentioned throughout the page content?
  • Does your page Meta match your keywords?
  • Does your landing page link to other relevant pages within the site?
  • Does your landing page have a link to your Privacy Policy?
  • Do you have a low bounce rate?
  • Do your customers stay on the site for a period of time after they arrive?

For more information on how you can evaluate your adverts’ landing pages see What Tests Should I Try On My Landing Pages?

Landing Page Load Time
There is nothing more frustrating than clicking on an advert and having to wait an age for the page to load. Google have now taken this into consideration and will deduct points from your Quality Score for slow loading landing pages.

Here are a few points to consider that should help you to understand why you are scoring a poor landing page load time score.

  • Is the page loading fast enough? Do manual checks!
  • Are you using multi-second Meta refreshes?
  • Are you using re-directs?
  • Are you using multiple re-directs?
  • Are you using an interstitial page before your actual landing page?
  • Is your site hosted on a slow server?
  • How large is your page’s html document?

So there we have it, a few pointers on ways to improve your Quality Score!

If you would like help from Koozai to improve your Quality Score, please get in contact about our Pay Per Click Management Service.

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About the author

Samantha Noble

Samantha Noble is the Marketing Director at Koozai; having worked within the marketing industry for over nine years, Sam has a plethora of marketing knowledge. With a strong understanding of digital marketing techniques, Sam will be covering all aspects of search and the industry in general.

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