Google Ads: Does Quality Score matters for Success of Your Ads
While the quality score is not the be-all or end-all to remain in the good books of Google. But you can still be on the safer side by maintaining it and optimizing the Sem-based campaigns.
In order to have a clear understanding, having both perspectives are important.
Quality Score is Futile.
Some advertisers say that quality score is a futile metric while some disagree contending to say that the KPI can be optimized and reported regularly.
So, the perspective often brings confusion. But let’s know the basics.
What is Quality Score?
Quality Score is a score that is calculated by Google and Microsoft too while you bid to determine your ad rank. It basically helps you to determine the appearance of the ad on the page along with how much you pay on a per-click basis.
Is it important to maintain Quality Score?
As per Google’s official update, Quality Score is calculated based on the combined performance of the criteria.
- Expected CTR: The likelihood that your ad will be clicked when shown.
- Ad relevancy: How relevant is your ad as per the user's searches?
- How friendly is your landing page to people who are clicking your ad?
Each component is important for you to evaluate with a status of “Above average”, “Average”, or “Below Average”. This evaluation is done keeping other advertisers in consideration, whose ads showed the exact same keywords over the last 90 days.
So, now you’re sure that you know what Google thinks, i.e., You must improve your quality score.
But let’s not deny that Google often suggests to advertisers things through which Google will make money but won’t add any value to your business.
While you might wonder what to believe upon. Let’s stay consistent with the fact that yes Quality Score does matter because it impacts CPC, hence it impacts CPA. If you’re paying a high CPC, then you will pay more for each conversion than an advertiser paying a low CPC.
Then why do few advertisers believe Quality Score is Futile?
But before we dive in, did you know that Google doesn’t even show a quality score for every keyword? There have been a few experts exclaiming that Keywords having a large spend has no quality score showing.
So, there’s a very common question that mostly every advertiser faces, if the quality score is so important then why doesn’t it appear for every keyword?
B2B keywords are notorious for having low-quality scores.
While we will know all the reasons for this, let’s know the factors:
- Low search volume compared to B2C searches.
- Niche, search terms that are industry specific that Google doesn’t understand.
- Ambiguity with B2C searches
- Uptight competition as there are many advertisers who vying for relatively few ambiguous searches.
- The algorithms related to Search engine doesn’t understand intent, especially in B2B.
In a nutshell, engine algorithms don’t understand intent and B2B advertisers are often punished with low-quality scores.
How to improve the Quality Score?
Quality score is something you should not obsess over but literally can’t be ignored as well.
Tip – Use your low-quality score point as an optimization boost.
Use well-structured ad groups!
Don’t use large ad groups. Use smaller instead which is tight-themed.
How can we do that?
By simply splitting large ad groups into smaller ad groups around a theme that relates to the ad copy.
Improve the Landing page.
The landing page is what your audience will see after and make their decision that will add up a conversion and get you a sale. Even just speeding up page loading time can help you to improve your Quality Score and performance.
Though Quality score might not be a major part of your daily sem efforts but it’s something that can’t be missed either. A consistent check over quality score will help you to have smooth functionality and help you maintain performance.