Online Stores Promoted by Google Ads – Quality Ratings

The expression “I love it when a plan comes together,” perfectly describes the feeling you might get with great Google Ad Scores. By the way, that expression was first popularized by John “Hannibal” Smith, played by George Peppard, in the TV show “The A-Team.” Perhaps you have watched a few YouTube videos or dug deep into Google’s standard help section for Google Ad Scores. Hopefully, you made it here from our last post, “What’s wrong with my Google Ads?” Regardless, you are at the final stopping point for your complete understanding of Google Ads. Not unlike Google’s complex search algorithm – harder to decipher than Coke’s formula or what makes KFC so good – it’s a moving target. Just as Google continues to tinker with its search results, Google Ads are also a moving target.  We do know that Google Ad scores are based on usability. Google measures how often your ads are clicked. They also measure actions triggered from your landing page. Remember the more you learn the more you earn! Study ad conversion types and goals. Better ad quality leads to better performance, defined through ad positions and costs.

Google Ads Quality Scores – Best Practices

First, it’s important to keep in mind, Google Ads Scores are based on historical impressions for exact searches of keywords. Therefore, constantly changing and experimenting with keyword match types is ineffective for improving your Quality Score.  Secondly, the difference between Ad Quality and Quality Score is a key concept. Quality Score is a Google’s tool that measures how well your ad quality compares to the competition. Finally, here is where it gets tricky. There are a few key factors that may affect Ad Quality but not be reflected in your Quality Score. For example, devices used in search, location of users, time of day and – at this writing – Ad extensions.

 Google Ads Scores – More Professional Tips

Final thoughts for Google Ads, yep you guessed it: landing pages.  This is a frustrating game and in the end you’re usually right back to where you started asking yourself, “how relevant and useful are my landing page to people who click my ads?” Next, step back and take a deep breath and review your ad relevance. Ad relevance is a measurement of how relevant your ads are to the keywords they’re targeting. My favorite tip from Google’s help team is “match the language of your ad text more directly to user search terms.” Think about user intent and how you can step up the offer by highlighting unique benefits of your product or service.  Last but not least, don’t forget that clickthrough rate, conversion rate and site engagement are part of your overall performance.