How to improve your Adwords Quality Score

Adwords Quality Score

When setting up and Adwords campaign, your quality score can often be the most important factor in determining whether your campaign is profitable. In this article, we’ll look to explain how Google calculates your ad quality score, how it impacts your campaign and what you can do to increase your score.

What is an Adwords Quality Score

A quality score is Google’s rating of the quality and relevance of both your keywords and PPC ads. This score is used to determine your cost 

Ad Quality Score

per click (CPC), by multiplying with your maximum bid, as well as your ad rank in the ad auction process. Your ad score depends on multiple factors including;

  • Your click-through rate
  • The relevance of each keyword to it’s ad group
  • Landing page quality and relevance
  • Ad text relevance
  • Your historical Adwords account performance

We’d be lying if we said we knew how much each factors weights the quality score algorithm. However, we do know that the click-through rate is the most important component. When more people who see your ad click it, it’s a great indication to Google that your ad is relevant and helpful to users. As such, this is great ad space sold by Google, so Google reward you with Higher Ad Rankings and Lower Costs.


How to improve your Adwords Quality Score

Make your ads more relevant

Say your client is looking to publicise hair products and they’ve designed an ad as shown below;

Hair products ad

They’ve created an ad group that contains the following keywords:

  • Hair Products
  • Unite Hair Products
  • Loreal Hair Products
  • Bed Head Hair Products

These keywords are all placed into one ad group and trigger the same ad as shown above.

So, when a user searches for “Unite Hair Products”, they cannot be certain that this landing page will contain items that they’re looking for, so they may be less likely to click on it.

Now, take a look at this ad shown below that is specifically designed for “Unite Hair Products” as a keyword group;

Unite Hair Products

As this ad appears to be more relevant to the search term, it is likely to receive a better CTR than the first ad. This results in a higher Quality Score.

So in this case, it would be a good idea to create a separate ad group that is dedicated to “Unite Hair Products” with ads specifically designed to these keywords. The only keywords we’d include in this ad group are those relating to “Unite Hair Products”.

If you create smaller, more focused ad groups, your ad quality scores are likely to improve.

Develop a USP

It would be naive to think that Google users will only see and click on your ad. As they scroll through paid and organic listings, they will evaluate your offer in relation to all other listings they see on page. Both paid and organic.

As an advertiser, your role is to convince people to buy from you. Rather than buy your product or service elsewhere. 

If your ad copy claim is one that could be made by most other suppliers/ service providers, you end up competing on price and reputation. Without a compelling argument being made to visit your site over others, you’re likely to suffer from a low CTR and in turn, receive a lower quality score.

Think of what separates you as a business from your competitors. Do some market research. Learn about your customers limitations to purchase and you’ll find in turn that you can create compelling copy that alleviates these concerns and allows you to convert more frequently. This can be particularly effective when combined with buying personas and content mapping.

Use emotional triggers in your ads

If you can show an understanding of the emotional triggers that drive people to search for products and services, you’re more likely to gain clicks on your ads.

People have 6 recognised core emotions:

  1. Happy
  2. Sad
  3. Afraid
  4. Surprised
  5. Angry
  6. Disgusted

Now we’re not saying that you need to be rude and offensive to your prospective clients. But by playing on their emotional pulls, you’re likely to captivate them and they’re more likely to complete purchase.

It is generally perceived as being best to avoid negative emotions which cause negative associations. However in some cases, we can create urgency and spur action. Think of appeals and charitable organisations, their CTA’s are fantastic and marketing departments know exactly what they’re doing with ad copy and images displayed.

On a retail front, you can do exactly the same, if people are looking for something, they’re generally looking for a reason, tap into that need and you’ll find that you generate a much higher CTR.

Be trustworthy

The likelihood is, you’re probably not a recognised household name. Your ability to establish trust and compete against household names will be a very significant factor in determining your CTR. You can establish this trust by making use of Google’s ad extensions to include things like reviews, testimonials and press coverage in your ads.

Make full use of Google’s Ad Extensions to show star ratings and product reviews alongside your ads.


Improving your ad quality score is a crucial component in running a profitable Adwords campaign.

Take the time to make your ads more relevant. Design compelling landing pages and text ads that suit your customers needs. Think about their triggers, always having your customer in mind. Be specific with your ads, keywords and copy, and you’ll undoubtedly see an increase in your quality score.


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