What’s considered a ‘good’ Quality Score?
That depends on what kind of keyword we’re bidding on:
- Branded keywords: between 8 – 10
- High-intent commercial keywords: 7 – 9
- Low-intent keywords: 7
- Competitor keywords: 3+
The structure of your ad account could also help to improve your Quality Score. If you can split your keywords into different themes and then create specific ad groups for each of those themes and more closely tailor your ads to the topic as a result, that would make your ads more specific and more relevant to what people search. It’s also important to regularly exclude unnecessary keywords that waste your budget and don’t convert and eliminate the keywords that have very low search volume and don’t convert. In a situation where your Quality Score remains low despite your efforts, it’s best to pause those keywords and focus on others that have more potential.
It’s essential to make your ad text clear and compelling to connect your potential customers as closely as possible with your landing page. You should highlight the unique benefits of the product you’re offering, such as free delivery or a seasonal discount. You should experiment with your call to action and make them strong and consistently focused on the action you would like your website visitor to complete, i.e., ‘Sign Up for a Trial’, ‘Buy’, ‘Sell’, ‘Get a Quote’, etc. Finally, don’t hesitate to create a sense of urgency and highlight upcoming promotions events with countdown ad customisers.
Test multiple ads, experiment with different offers, keywords, ad copy and add at least four different ad extensions, including visual ad extensions. An absolute minimum would be image extensions and sitelinks.