Google Ads Study Note: Four Components Of Quality Score

Whether your ad gets a top position is based on your overall quality score. Ad Rank is a number that determines what ad slot your ad will show in. The advertiser with the highest ad rank gets their ad in the very top position on the search engine result page.

How does Google calculate your ad rank?

There are four main components of quality score:

Click-Through Rate (CTR)

Click-through rate is the most important factor that affects your ad quality score. CTR is human feedback on the quality of your ad and keyword combination. The higher the CTR, the higher the quality score.

It's always a good idea to get in the habit of testing different displays or URLs within one Ad group to see which one has the best performance.

Keyword/Ad Relevance

In order for your ad to be relevant to the users, the text of your ad should talk about the themes that your keywords are present. Google will evaluate your ad text that is thematically related to the keywords in that ad group.

It's always a good practice to try and include the main keywords in your headline or the first description line of the ad.

Keyword/ Query Relevance

A query is what a user typing in the search box. It could be a word, a phrase, a sentence or a question. Google calculates a quality score for your keywords in real-time when every single time a search was performed.

One of the factors that go into your real-time quality score is the relevance between the user query and your keywords that triggered your ad impression. For example, if someone searches "white sneakers", Nike's ad may show up, but Coca-Cola's ad won't show because the query is about food wear not about soda drinks.

Appropriate use of keyword match types will help you ensure your viewers always remain relevant to the user's actual query.

Landing Page

The landing page is the least important factor in determining the quality score. Most advertisers don't have landing page issue.

There are five primary categories of landing page:

landing page to keyword and ad relevance

Your landing page should answer the user's question or provide a solution to the problem. Content should be thematically related to your ad copy and keywords. You need to have two to three paragraph relevant text on your page. Your landing page should express your brand personality and the unique point about the website.

spider ability

Google has programs that could read your site to understand its content, and that is called spiders. Google's spider needs to be able to access your site, analyze it and index it. Therefore, make sure your robots.txt file set up correctly.

transparence

If you have a privacy policy, you need to make sure it's easily accessible. Don't automatically sign up your visitors to a newsletter list without their permission. Don't auto-install software or alter their browser settings.

load time

Load time is really not an issue nowadays. Just make sure your website loads appropriately and display the content clearly.

navigation

The navigation gives users other ways to find information that they are looking for. It is always good to have "contact us" and "about us" pages to let users easily reach you.

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