Google Ads Quality Score is made up of 3 primary factors: Expected CTR, Landing Page Experience, and Ad Relevancy.
We’ve previously examined how to improve Quality Score and Understanding and improving Landing Page Experience.
In this video, we will dig into the Ad Relevancy portion of Google’s Quality Score. While ad relevancy is only 22% of your Quality Score, optimizing it often improves your organization and therefore can make improving your other factors much easier. In some cases, only working on Ad Relevancy will increase the other Quality Score factors since you naturally make better keyword to ad relationships while working on Ad Relevancy.
To show you exactly what to look for and how to increase your Quality Score Ad Relevancy, we’ve made a short video that should ensure you know exactly how to improve this score.
Here’s the full transcript.
0:00:00.0: Hello, this is Brad with Adalysis. In this video, we’re going to dig into the ad relevance portion of the quality score. Ad relevance looks at how closely your keywords match the message of your ad. Does your ad accurately describe your keywords? That’s why it’s an ad group; we look at ads first and say, “Do these keywords fit?” If we look at an actual advertiser’s account, now, we’re going to use historical ad relevance because we only show accounts from advertisers who’ve had their accounts closed for several years. Here we have an ad group with an above average, an average, and a below average ad relevance in the same ad group, and they all have a decent number of impressions. What Google is telling us is this keyword because it’s above average, works well with the current ad, this one’s okay, this one’s bad. In other words, we can’t write a good ad for all three of these keywords; it’s probably not possible. We need to take the below average keywords and move them to an ad group that has a better ad message or create a new ad group. And then we look at the average and say, “Should this have a different ad?”
0:01:10.8: Now, this is where sometimes advertisers get really frustrated and think words like orthodontics and orthodontist are the same thing. Well, technically, orthodontics is a type of dentistry; an orthodontist is someone who does the work. Invisible braces are actually a completely different product. In this case, there probably should be three ad groups. But where it sometimes gets confusing is, this keyword with plural has below average and singular above average or attorney versus a lawyer. Remember, it’s a machine. It’s looking for trends in the data. If it says people who search attorney versus lawyer interact very differently with your ads and keywords, they will have very different quality scores, and you need to split those up. The one exception is business-to-business. When you’re writing ads for a very specific subset of the searchers, and you don’t want everyone to click on it. In some cases with B2B, below average is okay, but usually, you get average ad relevance and below average expected CTR, a different story for B2B.
0:02:15.4: Now, if every ad is above average, our ad relevance is great, nothing to do. If they’re all average, we could tweak the ad some; we may not have to do organizational work. If they’re all below average, we need to really start brand new ads. If some are above average and others are below average, and they have enough impressions of the data significant, now you need to say, “Alright, this keyword can stay with the ad. This other keyword needs to move to a different ad group.” It could be a brand new one or an existing one with a better ad. As such, really, what we’re looking at ad relevance is Google’s telling us, this keyword and this ad don’t work well together. From your perspective, that is all about organization. Move them to different ad groups and try different messages. Now, if you’re in a system like Adalysis, we automatically look for ad groups with poor relevance between keywords and ads, and you can look and see what the ad groups are. When we go look at an ad group, we’ll see, these are above average, these are below average.
0:03:24.7: All you must do is say, “These keywords need to move to a different ad group or new ad group.” The ads get copied automatically; you can just adjust them and go ahead and make those new ad groups. It’s easy in a system like Adalysis to manage this, but if you’re managing within Google, look at your ad relevance, and you could just sort. Where do we have below average? Look at the ad groups and see if other keywords are above average, which means new ad groups. If they are below average, that means new ads. If they’re a mixture, then we want to look and say, “This keyword should be in this ad group?” New ad group, get a different ad group, and probably another ad group. This ad group should probably be four different ad groups. And by maintaining that good keyword to add relevancy, your quality scores increase, which increases your impression shares, decreases your prices, and all those good things. And if you need a way to make this much easier for yourself, give Adalysis a try. It’s a free trial, and we’ll show you this automatically as well as a lot of other recommendations to make your PPC management much easier and more efficient.
We hope you enjoyed the video 🙂
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