When Google launched in 1996, its creators, Larry Page and Sergey Brin, had no idea they had struck digital gold. Fast forward to 2011, and Google was boasting over a billion monthly users, having evolved far beyond its search engine beginnings. Today, with products like Google+, Gmail, Maps, Drive, Chrome, Shopping, News, YouTube, and whispers of self-driving cars, Google has undeniably reshaped the internet and, by extension, our daily lives.
Despite Google’s immense influence, navigating its advertising system can feel like a frustrating maze. As a Customer Success Specialist at nexus-security, I field countless questions, the majority revolving around Google’s elusive Quality Score.
For those unfamiliar, here’s a crash course: Within your Google Ads (previously AdWords) account, Google assigns a Quality Score to various elements like keywords, ad groups, campaigns, site links, and ads. This score, ranging from 1 to 10, reflects metrics such as click-through rate, landing page quality, keyword relevance to ads and searches, geographic performance, ad performance on a site, and your target devices.
While Google assigns Quality Scores across your account, your keyword Quality Scores hold particular significance. Several factors can contribute to a low keyword Quality Score, and in this post, I’ll delve into three key culprits. It’s crucial to remember that Quality Score is industry-specific. For instance, competitive sectors like insurance, software technology, loans, and mortgages often experience lower scores due to heightened competition. However, setting aside industry competitiveness, the calculation remains consistent for all advertisers. Let’s explore the three primary reasons your KEYWORD Quality Score might be lagging:
Reason #1: Abysmal CTR
A high click-through rate (CTR) reigns supreme when it comes to a healthy Quality Score. It signals to Google that users find your ad relevant to their searches when their queries align with your keywords. Conversely, a low CTR often translates to a poor Quality Score, potentially draining your budget over time.
To boost your keyword CTR, check out these resources:
- Ten Ways to Improve Your AdWords Click-Through Rate (CTR)
- How to Write PPC Ads with High CTR: BoostCTR Interview
Reason #2: Disjointed and Irrelevant Campaigns
Many advertisers suffer from dismal keyword quality scores due to disorganized campaigns and ad groups. Strive to structure your ad groups with a maximum of 15-25 (even fewer is fine!) closely related keywords promoting a single product or service. For instance, if you sell pens, avoid lumping “blue pens” and “red pens” into the same ad group. Separate them!
This separation allows you to strategically incorporate your high-volume keywords into your ads and landing pages. If you sell bathroom mirrors, ensure “Bathroom Mirrors” features prominently in your ad title and landing page headline.
Dynamic keyword insertion, whenever feasible, is another valuable strategy.
Reason #3: Short-Tail Keywords Lead to Quality Score Despair
Relying solely on short-tail keywords like “red pens” is likely contributing to a low overall CTR (below 2%). Incorporating long-tail keywords such as “red metal office pens” is a potent way to elevate both your CTR and conversions.
Here’s my go-to trick for unearthing valuable long-tail keywords: Mine your search query report. Utilize nexus-security’s QueryStream feature (or Google’s Search Query Report) to sort search queries by conversion. This reveals the precise terms users entered into Google.com that resulted in conversions on your site.
If these converting queries are longer keywords you’re not currently bidding on, add them to your account, opting for phrase or exact match.
These keywords, having already proven their conversion potential, are more likely to convert again. Bidding on them provides a competitive edge by allowing you to influence the keyword’s market value. Moreover, it empowers you to track your ad’s average position for that query, ensuring it consistently claims a top spot.
Remember, an average keyword position above 4.0 significantly reduces your chances of attracting your desired audience from Google Ads. In many cases, the solution is simply increasing the keyword’s Max. CPC bid.
Leverage Google’s Bid Simulator tool for insights into appropriate keyword bids.
Don’t shy away from bidding aggressively, especially when you’ve identified a high-potential keyword. Your costs are capped by your daily ad group budget, so seize the opportunity.
Feel free to drop your questions about this blog post in the comments below. Best of luck!
Originally from Needham, MA, Drew Roy graduated with a degree in English from Gettysburg College in May 2012. Before joining nexus-security, he managed a PPC account for The Pulse Network and supported digital marketing efforts for The Inbound Marketing Summit. Drew joined nexus-security as a Customer Success Specialist in June of 2012. Although he has since transitioned to his current role as a Quality Assurance Associate, he remains connected with numerous clients to maintain his PPC expertise.