Ambiguities about the Qualitative score of advertisements in Google; Guide to better advertising

Ads in Google Ads have a score called Qualitative score, the higher your score in this score, the more profit you will get from ads. The question is, what is the Qualitative score? On what basis does Google determine the Qualitative score of our ad? How to increase your score? If you want the answers to these questions, stay with us.

Getting to know the Qualitative score of Google or QS

The Qualitative score in Google or Quality Score, which is abbreviated as the QS score, is more famous. QS is a score that Google gives to the site’s keywords, the relationship between the content and click ads and the quality of your site’s content.

In general, when you put a keyword in Google ads, this big platform uses its bots to detect the connection between that keyword and your business. Finally, Google will consider a quality score for you after its investigations regarding this connection.

The Qualitative score of ads in Google Ads is a score from one to ten that is given to your site based on the relevance of your advertising keyword and your business. In fact, Google wants to determine the importance and usefulness of your keyword for users with this work.

Keep in mind that the higher your QS score, the less it will pay for your ads. This cost is derived from users’ clicks, and the lower your score is, the more you have to pay for each click. Try to choose a suitable keyword and improve the quality of your content.

What factors affect the QS score?

How does Google rate it? What are the factors for giving a QS score? Answering these questions can make many sites successful in their advertising. In the following, we will examine the most important and main factors that Google determines your quality score according to them.

The relationship between the keyword and the landing page

The landing page is one of the things that Google examines; Therefore, this page must be related to the keyword. Imagine you search on Google for the best Samsung phones and after showing the results, you click on the first site. At this moment, if the content of the site is related to the best Xiaomi phones; As a result, it can be said that the site in question has an inappropriate landing page.

Apart from the relevance of the keyword and the landing page, you should also pay attention to its divergence. This means that your site should provide the right image for different computers and mobile phones and match their page. In fact, there are many issues that you should pay attention to in order to have a suitable landing page.

Google is like a detective in this matter, and it knows well whether the landing page of your site is suitable or not. In fact, according to the presence and duration of the user’s stay on your site, can we say whether you have a suitable landing page or not? In general, in terms of visuals, speed, and content, you should attract users to your site pages and spend a long time on them so that your quality score will also increase.

Keyword association and advertising

One of the most important factors for scoring ads in Google can be considered the relationship between the keyword and the ads. In fact, the more the connection between the keyword and the advertising you do; As a result, your quality score will increase dramatically.

For example, let’s say you’re going to do an ad about dried fruit, but somehow you’ve chosen your keyword so many users see your ad. In fact, these users may not need your business, but you will be shown to them because of the similar keyword selection.

For example, dry cleaning and dry skin are also words that are similar to dried fruit, and it is possible that these users need the mentioned services, but also see your ad. By choosing the wrong keyword, your quality score will decrease in Google.

Impact of click rate or CTR

Do users click on your ad link after seeing your ad or not? It will have a significant impact on your quality score. The click rate or CTR calculates the percentage of clicks made on your ad link in relation to the number of viewers. For example, 100 people have seen your ad after searching and only 25 people have clicked on it. The higher this rate, the higher your quality score.

Suppose a search is made on Google regarding your services or products. In this case, you will win among other competing sites and your site will be clicked if you use the right keyword and ad text. In general, the texts that are shown to users before entering the page should be transparent and attractive to attract the user.

How to increase your QS score?

Surely, by now you know very well what Google’s criteria are for grading and on what basis Google determines your quality score. Now, you should try to increase your quality score by using some tricks. In the following, we introduce the methods by which you can improve your ad text, landing pages, and keywords.

Using negative keywords

One of the strategies used by experts in the field of advertising is the use of negative keywords. These words define the relationship between your business and your keyword more precisely. Using these words prevents the presence of useless users.

In fact, those who come to your site just to browse the web and pass the time and do not intend to use your products or services will no longer be able to enter your site and will not see your ads. In this case, you don’t need to pay the filter fee, and your site’s ads will be more valuable and your income generation will increase. Using these words also affects the click rate of your site and gives you a better CTR ratio; As a result, we can say that your quality score will increase.

Optimization of landing pages

It was said earlier that one of the factors for scoring advertisements in Google Ads is the landing pages, and these pages must match the mobile and computer pages. If you have noticed in the mobile search, some sites have an incomplete appearance, that is, their writings are not fully visible and the boxes and images are not arranged correctly.

The said items indicate an incomplete and undesirable landing page; Therefore, such a landing page cannot keep people on the site and does not receive a good score from Google, and the quality score of your site decreases. Landing page optimization, which makes pages have standard sizes based on the user’s device, is called Responsive design.

Use of Ad Groups

Google’s standard is that site managers should summarize the ads in 15–20 words and convey the meaning to the reader. Of course, it is very difficult to say everything in twenty words and convey the necessary information to the users. Now, in order to be able to use more words and advertise according to Google’s standards, what should we do?

The best thing to do in these situations, which will also increase your quality score, is to use small advertising groups. You can group your primary keywords into groups of 10 words. On the other hand, you can put words that are less related to your text in smaller groups.

Using add-ons or ad extensions

Increasing the number of ad words and using longer keywords can work in your favor and also help increase your QS score. In fact, using this plugin, you can increase the characters of your ads, that is, write fifty percent more and also use long keywords.

In this article, we examined the quality score of advertisements in Google and also examined the characteristics of Google in scoring. There are also ways to improve your QS score pay less per click and get a better position in ads.