Did you know that nearly 20% of businesses fail within the first two years? The good news, however, is that there are steps you can take to prevent this from happening. One of the most important responsibilities entrepreneurs have is properly managing their advertising strategy.
This is especially true when it comes to online advertising, as leveraging the Internet is often the only way you can achieve optimal performance. Focusing on your Google ads quality score is crucial, but not everybody understands everything that they should about it.
Let's take a look at the key information you need to know so you can get started on the right track.
Don't Neglect Keyword Research
As you might guess, one of the most important aspects of your Google ads score has to do with the keywords you're targeting. Make sure you invest time in researching relevant, popular keywords that are likely to generate conversions. You can use various tools for keyword research, including Google's Keyword Planner tool.
Additionally, you need to make sure you're using the right match type for your keywords. There are three different match types:
- broad match
- phrase match
- exact match
A broad match is the least restrictive, while an exact match is the most restrictive. The phrase match allows you to appear on search results that include the meaning of your keyword.
Use Negative Keywords
In addition to targeting the right keywords, you also need to use negative keywords. You can exclude your ads from certain search results by using these.
To elaborate, they are words that you do not want your ads to show up for. Let's assume that you sell women's running shoes, for example. You might use the negative keyword “men's” so that you have a better chance of getting your ads in front of your target audience.
Make Sure Your Ad Is Relevant to Your Audience
Your Google ads quality score will also be based on how relevant your ad is to your audience. This means that you need to ensure your ad copy is relevant to the keywords you're targeting and the product or service you're promoting.
Additionally, your ads should be relevant to the landing page they link to. In other words, don't send users to your home page if they're clicking on an ad for a specific product. Instead, send them to a product page or a category page that's relevant to what they're interested in.
Perform A/B Testing
This is one of the most important steps that you can take. A/B testing, also known as split testing, is when you create two different versions of an ad and show each version to a different group of people.
Then, you compare the results to see which ad performs better. There are several different things that you can test, including the headline, the description, the call to action, and the image.
Try testing one element at a time so you can accurately identify what's causing any changes in performance.
Focus on a Particular Geographic Region
Your Google ads quality score will also be based on how relevant your ad is to the geographic region you're targeting.
If you're only targeting a small geographic area, such as a city or a state, your ad will be more relevant than if you're targeting a large geographic area, such as an entire country.
You can also use location extensions to make your ad more relevant to a particular geographic region.
Location extensions allow you to include your business's address, phone number, and a map with your ad.
Reassess Your Audience After You Get Conversions
It's not uncommon for business advertising to appeal to an unexpected demographic. You might think you know who your target audience is, but you might be surprised to find out that a different group of people is responding to your ads.
This is why it's important to reassess your audience after you get a few conversions.
Look at the demographics of the people who are converting and adjust your targeting accordingly. This will help you improve your Google ads quality score by making your ads more relevant to the people who are converting.
Use Relevant and High-Quality Images
The images you use in your ad can also impact your Google ads quality score.
Make sure you're using a relevant and high-quality image that will capture users' attention. Your image should be properly sized and formatted, so it doesn't look cropped or stretched.
While this won't always guarantee that your ad is successful, using a low-quality image will deter potential customers.
Use a Strong Call to Action
Your ad should have a strong call to action that tells users what you want them to do, such as “click here to buy now.” A strong call to action will help improve your click-through rate, which is one of the factors that go into your Google ads quality score.
Your Google ads quality score can fluctuate over time, so it's important to monitor it regularly.
Work With a Professional
Hiring a certified Google Ads professional can be a great way to improve your Google ads quality score. They will be able to help you choose the right keywords, create effective ad copy, and troubleshoot any issues you're having. If you're serious about improving your quality score, working with a professional is an invaluable investment.
When searching for someone to work with, consider their past repetition. This will provide insight into what you can expect after you hire them.
Improving Your Google Ads Quality Score Is Easier Than It Seems
Although it may seem daunting at first, optimizing your Google ads quality score is an important task that can have a big impact on your business. By following the tips above, you can make sure your ads are relevant and effective, which will lead to more conversions and a lower cost per conversion.