Article

Emma Hull
Emma Hull 23 July 2018

How Can Your AdWords Quality Score Save You Money?

The PPC team at Liberty Marketing look at the ways marketers can save money by using Google Adwords.

Everyone wants maximum profits with as little expenditure as possible, am I right? Although sometimes it feels like you need to spend a fortune to make a small fortune.

Mastering your advertising is essential. Here, the PPC team at Liberty Marketing look at all of the ways they ensure their conversions stay high, with minimum cost.

How Can Your AdWords Quality Score Save You Money?

As a marketer, you need to be clever with how you spend your budget and  optimising your quality score will be a massive help. But the question is, just how do you go about this?

Most people think that Google relies purely on bids to determine the position that you appear in, but the truth is, Google considers user behaviour to determine how much advertisers and marketers pay.

The quality score is determined by the following components:

  1. Expected CTR – If your ad isn’t getting as many clicks as perhaps the ad underneath or below it, then this is a signal to Google that the ad might be a little suspicious, and their algorithm didn’t pick this up.
     
  2. Ad relevance – Ensure that the text in your ad is relevant to what the user has searched for. Also, make sure that that the name of the product/service contained in the search term appears in your ad.
     
  3. Landing page experience – What is the point in trying to get new customers when your landing page is near impossible to use and you are unable to serve them on your site? If a customer doesn’t like your landing page, they will click that back button pretty much straight away. Google will take the bounce rate into account when trying to decide whether or not you’re sending customers to the right page. Page load speed will also have a huge impact.

Read more: Liberty Marketing’s Guide to Your Google AdWords Quality Score

How to Optimise Your Quality Score and Save Money?

The best way to advertise your quality score is to look at it at ad group level. In the photo above, you can see the keywords tightly grouped based on both the theme and the search intent. Both groups will ensure relevancy between both the search query and also the ad.

It is best to begin with the easiest components to fix – such as ad relevance. Editing display URLs and tweaking the ad copy slightly can have a massive impact, so ensure that the copy is tailored to the keywords.

Your expected click-through-rate can be improved by utilising ad extensions, as the more real estate that is taken up on the results page the better. Also, remember to use extensions to add value to your or your client’s proposition.

And last, landing pages can be a tricky one, but try and send your user further up the funnel with a page that has a lot more content. This may increase dwell-times and improve your bounce rate. Plus, the extra content could assist the relevance to the search term.

Once you’ve made your optimisations, review your quality score regularly and make further tweaks where you feel necessary.

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