Online merchants running small enterprises are doubtless familiar with the challenges of getting a good return on their investment (ROI) from the advertisement platform Google Ads. You will find usually two primary challenges to beat. The very first is direct competition using their company online stores vying for the similar keywords. The second is optimizing for Google's Quality Score metric, that is notoriously hard to do.
Google Ads Optimization and Why it Matters
All exactly the same, Google Ads is an incredible resource for ecommerce merchants. The good news is it provides quick access to some broad customer base, possibility of high conversion rates, and a nice boost to your top line. However, the bad news is the fact that it's hyper competitive. The big fish usually eat the little ones simply because they convey more money to invest.
Despite unhealthy news, though, Google Ads optimization tactics can still produce good results on a budget. How? It starts by comprehending the rationale behind Google's sorting mechanisms.
Google parses your competition for ad placement using two functional metrics: keyword bid quality and price score. Optimizing for keyword bid prices are relatively straightforward. However, it may quickly become expensive with a generalist’s approach. That’s because the price of a bid is reducible with granular segmentation of search data. However, this should absolutely participate your strategy already.
In general, though, merchants often spend too much time (and cash) focusing on keyword bid price. They wonder why they are not ranking for keyword groupings despite raising their bid amount. The reason likely is due to a lower-than-desirable Google Ads Quality Score.
What Is a Quality Score in Google Ads?
First of, let's clarify what a quality score really is. An excellent score is a composite score that estimates an e-merchant's overall performance in Ad Auctions. Basically, Google uses this score to look for the overall relevance your Google ads provide to users.
How Does Google
Determine a Google Ads Quality Score?
There are some factors that go into
determining a Google Ads Quality Score, including:
- Expected
click-through rate (CTR) - Ad
or keyword relevance - The
overall quality of the landing page - Previous
performance
As you can observe, there's a close link between the keywords you select and also the ad copy you want to promote. Google, acting as a proxy for what individuals are looking for, takes relevance very seriously-and so should you.
Relevance is absolutely crucial to your advertisement strategy. That’s since it helps consumers know very well what it is you sell. For ad copy, what this means is while using keywords you need to rank for within the title and text in a direct, logical way.
For example, let’s say you're an ecommerce vendor of women's athletic shoes and you’re targeting the keyword “best Nike athletic shoes for women.” In this instance, you would want to include those search phrases within the description.
However, you need to do more than just map keyword groupings to ad copy, although this is an important prerequisite to getting a much better click-through rate. Additional factors, like the quality of the website landing page and previous performance, influence performance, too.
Why a powerful Quality Score Can help Lock Down Returns
Keep in mind that although keywords their very own
individual quality scores, this is not the same thing because the overall quality
score determined at the time of each separate auction.
Quality lots of the keywords themselves do not factor into the Ad Rank position determined at Google auctions. However, real-time calculations of the identical overall factors that determine a quality score do. In fact, a study by WordStream found high-quality scores don't just result in more clicks and ad rankings. Additionally they directly correlate to raised conversions.
Tips to enhance Your Quality Score
So what can you do to optimize your quality score? In other words, how can you lock down less expensive for better rankings? Here are some helpful strategies to help boost your quality score and for that reason maximize your returns.
Eliminate Keywords with Low-Quality Scores
Slicing out all keywords with a quality score
of one is an efficient method to lower costs and improve overall ranking
positions.
Design Targeted Campaigns
The more well-targeted campaign can lead to an improved user experience. This is why it is worthwhile to take the time to parse out another group of keywords for each ad group.
Focus on High-Quality Content
This tip applies both towards the landing page and also to the ads themselves. Avoid including any distracting information, and keep ads neat and concise. Focus ads on one product and something product only. In this manner, you be sure that the ad is relevant towards the user.
Don't Forget About Your Landing Pages
Neglecting your website landing page will have a negative overall impact on your Google Ads Quality Score. Also, be sure to integrate relevant keywords which are specific towards the ad group they have to do with. Moreover, if it's practical, shoot to include another landing page for each ad group.
For example, here's a screenshot of the well-executed paid search campaign in Google Ads, where the ad copy reflects the search term and is central to the website landing page as well.
First the ad copy:
And the landing page:
The Takeaway
Developing a killer technique for a Google Ads
campaign relies on a granular method of developing effectively targeted
campaigns. The most effective way to optimize for a high Google Ads Quality
Score within an auction would be to understand the intent of your target audience and
commit to endless iteration.
