Improving the Quality Score of search keywords is often a challenging task for any Google Ads specialist. It’s a topic where effective tips and tricks are scarce, mostly relying on the outcomes of ongoing personal experiments.
Your Quality Score is influenced by three primary factors:
- Ad relevance
- Landing Page Experience
- Expected Click-Through Rate (CTR)
In my experience, focusing on ad relevance and landing page experience sometimes shows negligible impact. However, the third factor, expected CTR, is a game-changer. Some experts believe its influence is double that of ad relevance. This means that regardless of your ad’s rating—whether average or poor—if it achieves a high CTR, your Quality Score can significantly improve.
Here’s my approach:
- Forget about striving for an Excellent rating and just focus on crafting ad copy that drives clicks.
- Optimize Keyword Activation: It’s crucial to prioritize the enabling of your keywords. Aim for high impressions to maximize clicks quickly. If you’re working with a limited budget, consider scheduling keyword activation on a weekly basis.
- Use my Automation Script: I’ve developed a script that automates this process. It categorizes keywords based on criteria like potential for high CTR and manages their activation and pausing to either achieve the targeted Quality Score or identify those unlikely to perform well.
Remember, the Quality Score is vital for optimizing your Google Ads performance. The cost difference between a score of 1/10 and 10/10 can be as much as 400%. This metric shouldn’t be overlooked in your strategy.
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