Isn’t it interesting how the term “hack” is used so casually nowadays?
While many online “hacks” are simply helpful tips, labeling them as hacks adds an element of intrigue and excitement. Any strategy that makes work more enjoyable is a win in my book!
Let’s dive into the concept of Quality Score. We’ve consistently emphasized its importance. A good Quality Score can reduce your cost per click (CPC) by up to 50%, and these savings trickle down to your cost per conversion (CPA), potentially decreasing it by as much as 80%. Essentially, prioritizing Quality Score optimization is akin to optimizing your overall advertising costs.
But how do you boost your Quality Scores? Google’s formula for calculating this metric is famously guarded, much like the secret recipe for Coca-Cola. However, we do know that click-through rate (CTR) holds the most weight. Why? Because CTR is the most straightforward indicator of relevance to users – consistent clicks on your ads suggest that they resonate with people’s needs. Google aims to keep its users satisfied so they continue engaging with ads. Consequently, the simplest approach to enhancing your Quality Scores is to focus on improving your CTR.
Don’t expect these methods to work magic overnight; improving Quality Scores takes time. However, these three clever “hacks” can be implemented easily and can contribute significantly to raising your CTR, and therefore your Quality Score, across your entire account.
Quality Score Hack #1: Leverage Site Extensions & PLA’s
If location is paramount in real estate, then extensions reign supreme in the realm of Google Ads. Ad extensions are free to use and almost always lead to higher click-through rates.
The most effective extension for you will hinge on your specific objectives. Take a look at our Ad Extensions Cheat Sheet for more insights, and remember that you can utilize a combination of extensions. Here are some impactful options:
Sitelinks
Sitelinks provide searchers with a wider range of choices – rather than offering a single landing page, you can present five or more.
Call Extensions
Especially valuable for mobile ads, call extensions allow users to connect with you directly with a single click, providing them with immediate assistance. (Remember, conversions happen faster on mobile devices!)
Location Extensions
Incorporate a map, address, and phone number into your ad without sacrificing valuable space needed for your value proposition and call to action. These extensions are particularly essential for local businesses with physical locations.
For e-commerce businesses, Product Listing Ads (PLAs) are non-negotiable. Here’s what they look like:
PLAs offer a multitude of benefits, especially for product-specific searches:
- The use of images enhances their clickability.
- They align effectively with user intent.
- They don’t necessarily resemble traditional ads.
- The inclusion of price information helps pre-qualify clicks.
This explains why PLAs dominate the Search Engine Results Page (SERP) for bottom-of-the-funnel queries. You’re almost guaranteed a better CTR with a PLA compared to a standard text ad, so integrate them into your strategy.
Quality Score Hack #2: Target Brand Terms
Bidding on branded terms in AdWords offers several advantages, and two of them directly translate into cost savings:
- Branded terms are remarkably affordable due to limited competition.
- Branded terms achieve exceptionally high CTRs and Quality Scores, elevating your account-wide average and resulting in further cost reductions.
Moreover, you’re likely to secure the top position for brand terms, ensuring your sitelinks are prominently displayed. Brand terms seem to be particularly favored by the new Enhanced Sitelinks:
By combining Enhanced Sitelinks with their top organic result, Barneys effectively occupies 12 slots above the fold. That’s remarkable!
Quality Score Hack #3: Integrate an Exclamation Point in Every Ad
While Google limits you to a single exclamation point per ad, it’s crucial to capitalize on this allowance! There’s something about this simple punctuation mark that entices clicks. It’s as if users can almost perceive your ad outshouting the competition.
Test it yourself: launch two identical ads, except for a single punctuation mark – one with an exclamation point and one without. I’m willing to wager that the version with the exclamation point will yield a higher CTR.
Exceptions to this rule might exist. For instance, excessive enthusiasm might not be suitable for advertising a funeral home. However, for the vast majority of advertisers, incorporating exclamation points into all ads is arguably the simplest CTR hack available.
Similarly, don’t shy away from using the word “free” liberally, but only if you genuinely offer something free (like a trial). Take inspiration from this russianbrides.com ad – they effectively leverage an exclamation point, the word “free,” and sitelinks showcasing individual mail-order brides.
Or perhaps they have dedicated sections for brides named “Irina”? I’m both curious and apprehensive to find out.
Remember, people are naturally drawn to free offerings, but avoid making false claims in your ads. A luxury retailer claiming to give away free Louboutins will likely attract clicks that fail to convert, resulting in wasted spending.
Bonus Quasi-Hack: Don’t Fixate on Negatives for Quality Score
While negative keywords are essential for managing costs, they don’t directly influence your Quality Scores – a lesser-known fact! Logic suggests that any strategy minimizing irrelevant impressions would subsequently boost CTRs and, in turn, improve Quality Scores. However, Google solely considers CTR for exact match keywords when calculating Quality Scores. Negative keywords filter out impressions for broader match types, like broad and phrase match, but they don’t affect your exact match keywords. Therefore, while regular negative keyword research remains advisable, don’t categorize it as a Quality Score hack.