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Google Ads Quality Score

Tutorial

Freddy Czaja

Introduction

The Google search engine advertising philosophy is "presenting the right search result (advertising) to the right user at the right time". To make sure this, Google Ads has the Quality Score, which evaluates the quality of the ads at the keyword level. If an ad appears above or below the search results, decided not only the Quality Score, but also other factors that calculate the quality of the ad in real time.

Ad Rank

Ad Rank determines what placement an ad occupies within the competing ads of advertisers (e.g., Place 2 from 5 advertisers). To do this, the real-time Quality Score is multiplied by the bid and compared with the other advertisers (Quality Score 6 multiplied by the bid $ 1.50 = Ad Rank 9).

The Google internal Minimum Ad Rank determines which ad rank to reach in order to appear above organic search results, or if you're relevant to a specific keyword at all. For example, if the Quality Score is low (e.g., Quality Score 2) and the bid is low, the ad may not appear at all.

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Quality Scores

The Ad Rank of a Google Ads ad is determined by the Quality Score and bid. The Quality Score is an estimate by Google and rated at a scale of 1-10 (10 = very good). Criteria for the Quality Score are Ad Relevance, Landing Page Experience, and Expected CTR (Click-Through-Rate).

+ Ad relevance
+ Landing Page Experience
+ Expected CTR

There are also other components that also influence the (real-time) quality factor. For example, the "location of the user" is an important clue as to whether the user's intention to search and the landing page match. The exact algorithm that determines the real-time quality score is unknown. The same applies to the secrecy of the algorithm that determines the ranking of organic search results.

Related components (examples)

+ User Device
+ User Location
+ Time of day
+ Expected impact of ad extensions and formats used (call extension, sitelinks, location extension, etc.).

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Calculation Quality Score

As I said, the exact calculation formula which determines the quality factor is not known. However, the following simple calculation formula roughly shows how the quality factor is created. The top three Quality Score factors (Ad Relevance, Landing page User Experience, and Expected CTR) are rated "Above Average", "Average", and "Below Average" in Google Ads. If you get the status "Above average" for one keyword for one of the main factors you get 3 points, for "average" you get 2 points and for "below average" you get 0 points.

If a keyword has "Average" rating three times, the keyword has Quality Score 6. For two times "Above Average" (6) and once "Average" (2), the keyword has Quality Score 8. If all three major factors are rated "Above Average," then you have a quality factor of 9 or 10 (probably rounded up).

To see this, simply go to your Google Ads account in a campaign and then to keywords. Click on "Columns" in the top right corner and then activate the three main factors (Ad relevance, User experience landing page and Expected CTR) under "Conversion" to display it.

Basically, it can be said that a higher quality factor leads to lower costs & a higher display position. Therefore, each of the above points should be carefully considered, adjusted & optimized when creating a new campaign / ad group / ad.

Target of the advertiser

An advertiser's goal is for a potential customer to see an ad about the organic search results they are seeking when they visit a specific keyword. In the second step, the potential customer should click on it and find on the landing page what he is looking for and in the best case complete his search.

Then we have a relevant keyword + a relevant ad, where potential customers click with a high-clickthrough rate (CTR) are led to a relevant landing page where they spend a long time and, at best, complete their search (landing page experience).

# Ad relevance

The relevance of the ad is related to the keyword that a user visits on the search engine (search intention) use, the linked landing page, and the expected click through rate. The goal should be that the ad is targeted to the user's search intent. What does it need? In general, the user has a problem that he tries to solve using search engine. Therefore, the title of the ad should contain the search intent (keyword) and support additional information and trusting information (ad text, ad extensions).

Keyword: Painter Magdeburg
Title: Painter Berlin - Holger Schulz - Painter Master 
URL: www.maler-xyz.com/painter/berlin
Ad text: Painter Berlin. Professional & individual advice. Make an appointment now.

# Relevance Keyword

The selection of the best keywords and the creation of suitable campaigns / ad groups is very important in order to achieve a high quality score later. Ideally, different keywords should be organized into different ad groups to perfectly align the ads and landing pages. This later increases the quality factor and has an impact on CTR and costs.

# Relevance landing page

The landing page should provide what the user is looking for and what the ad promises to be, it is the A & O for successful Adwords advertising. It is important that the customer is enthusiastic and at best stays on the landing page for a long time and completes his search. The website should therefore have a beautiful design and include attractive pictures and informative texts.

It's also important that the landing page fits the keyword from a search engine optimization perspective. These include title tag, H1, URL, images, image URL, alt tag, textes with keywords, and so on.

# Expected CTR

A high CTR has a significant impact on the Quality Score, as this value usually shows that the keyword and ad match very well. But a good CTR looks different for each keyword. It may be that a CTR of 5.3% is "above average" for keyword X and another keyword is "average" with a CTR of 14%. Here it is important to monitor the results and optimize all areas on a regular basis.

Conclusion

The Google Ads Quality Score should be a top priority right from the beginning for long-term success. In order to achieve this, the ad and landing page must match the keyword exactly and fulfill the search intent of the user. Above all, the clickthrough rate (CTR) is important because it is a strong indicator of the relevance of the ad. It should not be forgotten that Google wants to make money and satisfy its users and therefore prefers relevant ads / landing pages with a high CTR.