How to get a High Quality Score on Google AdWords?
The following story will show trails of our recent high quality score on Google Adwords we achieved with one of our University Clients. After months of experimentation we averaged a high Quality Score of 8.1 (which is phenomenal!) and the performance difference has been exemplary since.
Before we begin did you know a High Quality Score on Google AdWords can:
- Lower your Cost per clicks (CPC)
- Lower your cost per conversions
- Improve your ad rankings
- Improve your audience reach among probably many other things.
Your Quality Score plays a definitive role in your Adwords campaigns success. If you haven’t already we would recommend reading the fundemental principles of adwords campaigns.
Well we did, and by following these rules we captured success with our quality score to a certain extent (avg 7/10) but the campaign qualities still varied quite often. We then started testing new strategies, and found a pattern of success that consists of 5 principles…
So, how did we do it? Get reading below…
3 METHODS TO GET A HIGH QUALITY SCORE ON ADWORDS
1- Focus On your Click-Through Rates
Click Through Rate’s are an indication of whether your keywords are targeting the correct audiences. The higher your CTR the more relevant your targeting is – and Google Adwords respects this!
In our campaigns for the University we started using a mixture of branded and non-branded keywords – with the aim to pull up the account average Click Through Rate. After a couple of months putting money behind keywords (15%-20% of campaign budget) we started seeing a consistent increase in the campaigns quality score. The correlation between CTR’s and Quality Scores was evident and after trying this with other accounts we are sure there is truth to this story.
For branded keywords you can expect to see very high CTR’s, but non-branded keywords – particularly within the education industry, we see the CTR benchmark to be +/-1%.
2- Use Long-Tail Keywords
3- A/B Testing & Optimization
- Increase your CTR by using a mix of Branded and non-branded keywords
- Compete for Long-Tail keywords in order to increase ad relevance
- Continuously Optimize your content