A Customer-Centric Framework To Achieving a 10/10 AdWords Quality Score
“How Do We Raise Quality Score?”
In the digital marketing world, that six-word phrase is anything but music to your ears. If you’ve ever tried to run a successful Google AdWords campaign you might, unfortunately, be familiar with low AdWords Quality Scores and how massive of a struggle it can be to strengthen the relevance in your content so your company can decrease its pay per click pricing while increasing click-through rates and website conversions.
In today’s blog, we’re going to explain how Quality Score in Google AdWords is defined and supply a proven framework that your business can implement to increase the relevance in your content so your brand can speak to a true market audience, increase Quality Score, lower AdWords CPC, and maximize your website conversion rate.
What is AdWords Quality Score?
Google’s advanced algorithm scans your ad content and the keyword selection then compares them to your website’s landing page content. From there, it determines how relevant and useful your digital marketing is to a user on a 1-10 grading scale.
Google’s primary goal is to perfect every customer’s user-experience on their platform.
They want each person that visits a search page to have their query answered in as few clicks as possible. If your ads and website landing page content answers the question they’re looking for and completes their job-to-be-done as quickly and efficiently as possible, then your company is on its way to an increased Quality Score.
Google Looks at These Factors To Determine Quality Score:
- Keyword Selection
- Click-Through Rate
- Landing Page Experience
- Ad Grouping Relevance
Why Does Quality Score Matter?
Think about how customers search Google. They type in a search term or phrase, then millions of offers for products and/or services show themselves. Since Google wants the best experience for its customers, they want to serve up the companies that are completing their customers “jobs-to-be-done” efficiently.
Google will rank your keywords based on their expected click-through-rate, the relevance of the ad and the behavior of your customers when they arrive on the chosen landing page.
If Google sees customers are staying on your landing page and converting or making purchases, then your business will be rewarded with a lower cost per click, a lower cost per conversion, as well as an improved ad ranking.
High Quality Score = Google Will Reward Your Business With:
- Better Search Engine Results
- Lower Cost Per Click
- Lower Cost Per Conversion
However, if the Google bots notice that a majority of your prospective customers are leaving and taking their conversions elsewhere, this shows Google that something is wrong with the digital customer journey your company is presenting.
What Affects AdWords Quality Score?
When strategizing a profitable AdWords strategy with a higher Quality Scores, it tends to all boil down to one word:
The more Relevant the…
- Keyword Selection (link to keyword blog)
- Click-Through Rate (link to ctr blog)
- Landing Page & User Experience
- Ad Group
…the more relevant your ad will be to answering their questions.
What Are Best Practices to Increase Quality Score?
For any business to produce a successful AdWords campaign with a high Quality Score your marketing team must:
Reach the right audience with the right message at the right time.
That’s the basis for a successful customer-centric branding strategy, and if you’re trying to strategize branded content any other way in 2018 you could be setting your business up for a difficult journey.
The optimal way to achieve a higher AdWords Quality Score is to reverse engineer the customer journey and focus on the job your customer is trying to complete. By researching more efficient keywords and utilizing them in your branded content as well as your website content you’ll provide more relevance to a user and complete their job better.
Utilize some of the tips below and your company is sure to raise its AdWords Quality Score and increase website conversions.
Optimize Keywords & Raise Quality Score:
Like we stated earlier, a successful Google AdWords campaign isn’t just about getting visitors to your site. Clicks (or leads) don’t mean anything if that customer isn’t completing purchases or conversions. Profitable success is about approaching the right customer with the right message at the right time so their click leads to a conversion, not abandonment.
Bidding on the right keywords is an absolutely essential factor to any profitable digital marketing campaign. They are practically worth more than gold because a keyword’s purpose is to strengthen and nurture the connection between your content and your targeted customer. Think of it as the building blocks for your company to increase Quality Score.
When your SEM team develops a robust Keyword List, full of 100’s to 1000’s of keywords, you’ll be able to step into the mind of your customers. It’s easier to predict shifts in demand and quickly respond to your market’s changing conditions, all-the-while ensuring your content is constantly relevant and customer-centric.
Use Long Tail Keywords & Increase Quality Score:
They often convert better, because they catch a customer later in the buying or conversion journey.
Say, for example, you’re a car dealer in St. Louis that specializes in SUVs. You see a customer searching for "cars.” Then you see a customer searching for "best deals on SUVs in St. Louis." The latter is much further down the sales funnel and we’d suggest focusing on them.
Use Negative Keywords & Get A Higher Quality Score:
Negative Keywords will exclude keyword phrases that are irrelevant or are generating clicks, but not conversions. Focus on the keywords that are not relevant to your products or services.
For example, if you’re an athletic apparel company that only sells women’s clothing, exclude any keywords that include “men’s” or “children’s” in the phrase. By narrowing your audience, you’ll save your company money, while increasing your Quality Score because your ads are more relevant to your intended audience.
The more high-value keywords you include in your list, the more you know about your customers and what job they’re trying to accomplish. The more you know their desired outcome, the higher the Quality Score because your content will cater to their “jobs-to-be-done.”
- Remove all keywords with Quality Scores of 3 or lower. These keywords will bring down the Quality Score of other keywords in your ad group.
- Try to improve the scores of the keywords ranked between 4 and 6.
With the proper framework, your brand’s digital transformation will allow your business to better serve your customers by removing their barriers and addressing all their unmet needs, thus paving the way to higher Quality Scores.
When researching keywords, ClickScore suggests keeping these questions in mind:
- Are these keywords relevant to your copy and landing page content?
- Are these keywords allowing your customer to complete the job-to-be-done?
Don’t let the keyword phase intimidate your team, if you’re not producing outstanding profit margins and high Quality Scores right off the bat, you’re not alone. Every keyword list ever assembled has required revisions to find the top phrases for connecting a business to its potential consumer.
Write Empathetic Content & Ad Copy for Higher AdWords Quality Scores:
Content is at the top of everyone’s list in 2018. If your company is going to generate revenue in AdWords, your PPC content has to be relevant to your audience. Now that your team has compiled its list of relevant keywords to your customers, the next step to AdWords success is testing new ad copy or creative.
Technology has changed what information we can share with our customers. It has also changed how we interact, giving our businesses the ability to create tailor-made, meaningful, personalized customer experiences.
Your goal as a brand is to create shareable material that is not only seen but interacted with, ultimately opening up the floor for conversions and profits. To make matters more interesting, our landscape for marketing is constantly evolving and your team has to be aware of how this plays into the big picture.
Your consumers are extremely varied and there will never be a “one size fits all” approach to profitable copy. It’s vital to understand your consumer, the platform on which they’re accessing their content, and what their intended outcome is. Only after your team defines these aspects can you confidently assess if your brand’s copy will generate revenue.
Just like your keyword research and bidding strategy, a serious amount of time and detail must go into the content you’re producing.
The most successful content marketers engage with their audience in three specific ways:
- They create to highlight benefits.
- They create to promote action.
- They create to tap into emotion.
With stats like that, your team must be able to quickly attract your customer’s attention and do it in 30 characters or less. This is no easy feat.
If you want to generate high AdWords Quality Scores, your copy must:
- Tap into your customer’s pain points.
- Attract their inner desires.
- Demonstrate prominence through contrast.
- Utilize visual metaphors.
- Connect at an emotional level.
The constant bombardment of content has made society very spontaneous, so if your customer sees something they don’t like, even if it's for a split second, you’ve lost their attention and their business.
Make sure your team fully understands these four customer aspects before producing your companies next piece of content:
What do they want to know?
Where do they want to go?
What do they want to do?
What do they want to buy?
Make An Enjoyable Landing Page Experience & Raise Quality Score:
Your brand has produced attractive and lead generating copy, you’ve done the necessary keyword homework, and this has brought your customer to your Landing Page.
Now, it’s up to the website design to convert the lead into revenue for your business and increase Quality Score.
Normally, a brand’s website homepage is a general introduction to the company and its products and services. Its sole purpose is to paint broad strokes in terms of subject matter and introduce a potential customer to your business.
However, a profitable Landing Page needs to be anything but general. It should be:
- Incredibly relevant to the ad that drove your customer.
- There should be no information present that isn’t of the utmost importance.
- Clear Call To Action (CTA).
For example, you’re a travel website that sells flights and hotels. Your AdWords copy is calling out “Last Minute Specials on Flights to Orlando.”
It’s a best practice to try to attract your customer that wants to go to Orlando in the copy. But now the Landing Page must only display information on that flight to Orlando and how that customer can seamlessly purchase that flight in one-click.
Also, remember that the majority of all online activity is spent on people’s smartphones.
Mobile load time needs to be blazing fast. If your site fails to load even one second longer than the competition, your conversion percentages drop
Consistency is absolutely critical to increase Quality Score and profits. When your customer clicks on your ad, they expect to find exactly what your ad promised and you better show it to them, or else you’ve lost them in the sales journey.
The Building Blocks to a Profitable Landing Page:
- Put your most compelling headline front-row-center. Make sure it's relevant to the ad copy that drove your customer there.
- List the benefits of your product or service with simple, yet creative copy. Bullet points often show success.
- Use empathy and emotion to describe what makes your product or service better than your competitors.
- Reiterate and drive home the offer that was displayed in your ad copy.
- Brand awareness is a must with digital marketing. Build customer’s trust with testimonials and case studies.
- Simplify the buying process. Make one-click purchases available. Never make a customer hunt for conversion buttons.
When your team is running multiple ads with different offers you will need different Landing Pages for every ad.
If your Keywords, Ad Copy, and Landing Page are all relevant to solving your customer’s “job to be done” then you’re on your way to producing high-quality, profitable AdWords campaigns that will produce improved revenue and growth.
But there’s one final piece to the Quality Score puzzle…
Test Different Bidding Strategies & Increase Quality Score:
Having relevant content and keywords are staples for increasing Quality Score, but there’s also a specific strategy behind how your pay-per-click managers are delivering the content to your consumers.
The main objective of strategizing an effective bid optimization is to determine how much money your marketing managers spend on each ad, so every click results in the most profitable conversion, giving way to increased Quality Scores.
If your SEM team is going to bid effectively and produce the best profit margin for your business, they must have conversion tracking set up in your company’s AdWords account. The goal here is to determine the maximum cost-per-click (CPC), which is the most your company is willing to pay per keyword.
ClickScore recommends minimizing your keyword list down to a core group and bidding aggressively. Being aggressive with your bids will put your ads in the best position to gain more clicks, ultimately giving your team a better chance to collect useful conversion data and higher profits.
Target Specific Devices & Increase Quality Score:
Your AdWords performance will absolutely vary depending on which device your prospective customer is using. For example, on an overall basis across the U.S. mobile device traffic has lower conversion rates than desktop traffic. But, the numbers are growing. If you’re grouping data that compiles both devices into the same pool, you’re not getting the full picture on your revenue.
Your team must sort the device report by cost to see where you’re currently spending
your budget and allot more spend to whichever device is performing better.
It would also be helpful to organize ads by cost-per-conversion to see which devices are the most profitable for your business.
Target Specific Times & Geographic Locations To Increase Quality Score:
It’s vital to test how your campaign performs by time, day of the week and physical location. More often than not, your ads will perform better during certain times of the day and certain days of the week. This will vary depending on the product or service you’re selling and the customer base your selling to.
With testing and revision, you’ll be able to pinpoint when to launch your best ads to reach your audience at the time they’re prone to make purchasing decisions.
With the proper framework, your brand’s digital transformation will allow your business to better serve your customers by removing their barriers and addressing all their unmet needs, thus making you more money.
To Sum Up AdWords Quality Score:
Regularly review your findings and test different strategies to find out what works best for your industry. Through constant review and revision, your team will be able to remove keywords and bidding strategies that are not providing revenue and learn from the success of your top AdWords performers.
When your brand garners trust with useful content, you will generate leads, and with enough brand awareness, those leads will turn into revenue.
Remember, make sure your team fully understands these four customer aspects before producing your brand’s next AdWords campaign.
What do they want to know?
Where do they want to go?
What do they want to do?
What do they want to buy?
If you’re still shaking your head over Quality Score in Google AdWords and what strategies your company should implement to increase relevance in your keywords and content, reach out to one of ClickScore’s AdWords Specialists or download ClickScore's Guides to:
Get your free Google AdWords Evaluation today and stop wasting money. Ensure your ads are putting you in front of the right audience at the right time and are structured for an increase in revenue.