7 Tips To Improve Your PPC Campaign’s Quality Score
Business owners around the world spend over $10 billion on paid Internet advertising annually. While there are a number of ways to drive organic traffic to a website, nothing can compare to the traffic generated by a well-organized paid search campaign. When trying to optimize your pay-per-click (PPC) campaigns for success, you have to consider a variety of different factors.
Not only do you need great ad copy and customized landing pages to achieve your PPC marketing goals, you will also need to consider your campaign’s quality score. The more you know about what a quality score is and how to improve it, the easier it will be to generate more attention from online consumers and popular search engines.
Are you looking for more information about PPC quality scores and how to improve them? If so, check out the helpful tips in this article.
What Is a PPC Quality Score?
Popular search engines like Google consider a number of factors when assigning a quality score to your PPC ads. Generally, these three ranking factors include:
- Landing page
- Ad copy
These search engines will also take into account things like the overall user experience your ads/landing pages provide, search intent and ad relevance when assigning a score to your PPC campaign.
This score is calculated on a scale of one to ten. The higher your quality score is, the lower your over cost-per-click will be. Higher quality scores also help you improve your click-through rates.
Now that you know more about how your PPC campaign quality score is calculated, it is time to find out more about how to improve this score.
#1. Your Ad Copy, Keywords and Landing Pages Need To Match
If you ask any PPC marketing professional about how to improve the results generated from this paid marketing strategy, they will probably inform you about the importance of synergy in your PPC campaigns.
Paid ads that are consistent and relevant tend to do much better. As you develop content for your paid search campaigns, you need to make sure it is related to the things that your target audience is actually looking for.
Once you have an idea of what keywords you want to target, you need to develop ad copy that uses them organically. You can boost the overall impact your paid search campaigns have by creating customized landing pages on your website.
By making these parts of your PPC campaign a cohesive unit, you can improve the overall quality score it receives from popular search engines like Google.
#2. Put Relevant and Popular Keywords in Your Ad Headlines
Paid ads usually show up at the top of a search engine results page. The consumers presented with these ads will only glance at them before moving on to the rest of the content on a search engine results page.
If your paid ad headline isn’t engaging, then it will be easy for a potential customer to overlook. One of the best ways to make a potential customer stop and pay attention to your paid ad copy is by putting popular and relevant keywords in the headline.
Using high-value exact match keywords in your ad headlines not only gets attention from potential customers, it can also attract attention from Google and other popular search engines. The only way to figure out what type of keywords to use in your ad copy is by doing extensive research.
Knowing more about the words your target demographic uses to find products/services like yours is crucial. With this information, you can optimize your PPC campaign and improve the overall quality score it receives.
#3. Optimize Your Landing Pages
The average paid ad only provides you with a small number of characters to get your point across to potential customers. This is why you need to provide these potential customers with a link to a landing page that explains more about the product/service being advertised.
If you want your landing pages to convert visitors into paying customers, then you need to use the same keywords contained in your ad copy. Not only does this help with your overall quality score, it also helps you grow your customer base.
Before you embed a link to a particular landing page in your ad copy, you need to test it thoroughly. During this test, you need to do a speed test to ensure there are no loading problems present.
Slow-loading landing pages will drive potential sales leads away. This is why finding and fixing this common problem is so important. Including contact forms on your landing pages is also a great way to improve the conversion power they have.
With easy-to-find contact forms, potential customers can reach out to your business with the questions or concerns they have. The contact information you collect from these consumers can be used later on to power your email and text marketing campaigns.
#4. Don’t Forget To Use Ad Extensions
Google provides a number of tools designed to help business owners improve their PPC quality scores. Ad extensions are a great tool to use if you want to improve your PPC quality score and provide potential customers with useful information about your business.
An ad extension is basically any additional piece of business information you provide to online consumers. These extensions usually come in the form of phone numbers, page links and unique selling points.
When calculating PPC quality scores, the Google algorithm considers both the ad copy and the extensions being used. Not only do these extensions help your quality score, they also help your ad to take up more room on search engine results pages.
This means they will become the focal point of the page, which can help you drive more traffic to your website.
#5. Think About Enabling Google Seller Ratings Extension
Before using a new business, they find online, most people will want to know more about their reputation. If you want to showcase your great online reputation, then enabling Google’s Seller Ratings Extension for your PPC ads is a great idea.
This extension is free to use, but there are a few things you need to have in place before using this extension. If you want to qualify to use this extension, you will need around 100 reviews in the past 12 months that are 3.5 stars or higher.
Showing your Google review rating in your paid ads is a great way to increase click-through rates. Increasing your click-through rate will help your quality score greatly.
The reason why this star rating increases click-through rates is because they are visually prominent. Generally speaking, ads with these star ratings perform far better than those without them.
If you don’t currently have enough Google reviews to use this extension, you need to start reaching out to satisfied customers to encourage them to rate your business. The time and energy invested in amassing lots of positive Google reviews will be worth it in the long run.
#6. Responsive Search Ads Are Important
A responsive search ad allows you to create ads that provide consumers with more relevant messages. With these ads, you enter multiple headlines and descriptions. Over time, Google will test different variants of your ads to see which ones work the best for your target audience.
When used properly, responsive ads take some of the guesswork out of figuring out what your audience wants to see. These ads also help to improve your PPC quality score, which is all the more reason to use them in your existing paid search campaign.
#7. Focus On Speeding Up Your Website
The Google algorithm considers a variety of different factors when ranking a website. One of the first things this algorithm will do when crawling your website is test how fast it is.
If the landing pages you are sending search engines users to take longer than 10 seconds to load, your overall PPC quality score will decline rapidly. As soon as you start to notice website speed issues, you need to address them before this problem scares off potential customers.
Using Google’s Page Speed Insights tool is a great way to discover loading problems early on. Working with an experienced web developer is crucial when trying to get these problems fixed quickly and correctly.
Routinely testing your website is crucial when trying to stay one step ahead of this type of problem. Issues like coding problems and large image file sizes can bring your website loading speeds crashing down. By allowing a web developer to diagnose and handle these problems, you can avoid making mistakes that will only create more issues.
It’s Time To Get To Work
If your current PPC quality score is low, it is time to get to work. With the tips in this article, you can start to improve this score.
By improving your quality score, you can expand the online reach you have and attract more customers. Hiring a paid marketing professional to help with the creation and implementation of new campaigns is a great way to ensure they are successful.