The Quality Score measures the performance of your keywords, ads, and landing page combined. It rates your advert/keyword from 1 to 10.

1/10 = Bad

5/10 = Average

10/10 = Excellent

An excellent Quality Score is one factor that helps your ad rank high on Google. The other factor is bidding. Bidding is where marketers bid for keywords in a (Google Ads) auction. The highest bidder will receive better Ad Spots.

Ad Rank depends on two factors: Quality Score and Bidding. If you have a perfect Quality Score and are the highest bidder, your Ad will reach the Top spots of Google.

Having your Ad appear in the top spots of Google gives your business credibility, visibility and trust. It sends valuable clicks to your website. Top-ranking ads have higher conversion rates; they receive more calls, leads, and sales than lower-ranking ads.

It determines the relevancy of your keywords in your ads and landing page. More relevant keywords equal higher ad placements. Fixing Ad Relevance is the quickest way to improve your Quality Score.

Do keyword research and uncover valuable keywords to integrate into your content and ads. Target keywords that are three words or longer, and make sure the keyword has buyer intent.

Your landing page must focus on relevant and high-traffic keywords. The keywords should appear in your Title, Headings, and Content. Do not spam keywords; incorporate them naturally in your content.

Your Ads should include targeted keywords that also appear on your landing page. Add your targeted keywords in your Ad title, Ad description, and Keyword section. Making these minor adjustments can improve your quality score within days.

The most successful Google Ad campaigns have professional landing pages. Even if you create the perfect ad, your landing page must still convince the user to become a buyer.

The landing page experience shows three variables:

• Below Average

• Average

• Above Average

Websites with poor content do not perform well on Google Ads. Always provide engaging, trustworthy content that resonates with your audience. Your content must contain insightful information with correct spelling and grammar. Your landing page must also build trust, which is why you should include:

• Pictures of Workers

• Contact Details

• Testimonials

• Certifications

• Business information

• SSL Certificates

Slow-loading sites divert traffic and waste your budget. If your landing page takes a long time to load, users will get frustrated and leave immediately. Slow-loading sites increase your bounce rate and lower your conversion rate. It is what you should do to reduce the loading times of your landing page:

• Compress Images

• Remove unnecessary CSS, JavaScript, and HTML

• Use premium hosting servers

• Remove unnecessary plugins

Most searches are done by mobile today. It’s crucial to provide a user-friendly experience. If your website is not mobile-friendly, your Quality Score will significantly drop. Here are ways to make your website more mobile-friendly:

• The text size should never be smaller than 16px.

• Implement comfortable padding and spacing between content.

• Button size should never be smaller than 48px.

• Keep images under 150KB.

• Make navigation simple and avoid users having to scroll horizontally.

The Expected Click-Through Rate (eCTR) is the percentage of people who see your ad and click on it. A score of 5- 10 % is good. Anything above 10% is excellent, and anything below 4% is bad. High-quality ads receive better click-through rates and conversions.

The Expected Click-Through shows 3 variables:

• Below Average

• Average

• Above Average

• Use Eye-Catching Titles that trigger emotions in your audience.

• Include Power Words such as ‘Proven’, ‘Save’, ‘Secret’ and ‘Guaranteed’.

• Include a Call-to-Action, such as Buy Now!Shop Now! Book today!

• Highlight how your product or service will benefit your audience’s life.

• Keep the description short, clear, and precise.

• Emphasize urgency with words like ‘Today only’, ‘Limited Time’, ‘Last Chance’.

• Add social proof and reviews to build trust.

• Include numbers to give your company more credibility

• Market your promotional offers

Ad Assets are add-ons to your ad. Ad Assets expand the size of your ads. They make your ad more noticeable and improve your click-through rate.

However, for small businesses, we recommend using “Phrase Match Keywords” or “Exact Match Keywords”. These keywords are more closely related to the search terms you specified in your Keywords. These Keyword Match types improve your Click-through rate and Relevance.

Your Ad strength scores the Title and descriptions of your ads. You can add 15 Titles and 4 Descriptions. Add unique titles and descriptions to all fields, without repeating phrases.

Google provides recommendations to simplify the process, where you can add suggested keywords and phrases. You want your Ad Strength rated as “Excellent” before continuing with your Google Ad campaign.