Anyone who runs ads by Google or Adwords has one important objective in mind – to achieve a high quality score (QS). The higher the QS, the lower the cost of keywords and the higher the placement of the ads.

Let me examine how the quality score works and what you can do to improve the QS.

After you have created an Adwords campaign, the Adword system or adbot will visit your website and assign a quality score of between 1 to 10, 10 being the highest. A score of 1-4 is poor, 5-7 is average, while 8-10 is good.

The quality score is based on the content of landing page on your website, the time it takes to load the page, and the keyword relevance in your advertisement.

After some time, the adbot will update the quality score based on the actual performance on your advert using the click-through-rate or CTR. For eg., if the advert is displayed 100 times and only 1 person click on the advert, the CTR is 1/100 or 1%. The more the clicks, the higher the quality score.

Here is what you need to do:

  • Ensure your webpage load faster. Keep your images resolution and file size low to speed up loading.
  • Put the exact keyword in the title and in the description of your advertisement.
  • Ensure that the same keyword also appears in the landing page especially in the title, mea description, meta keywords H1, H2 and in the body of the text.
  • Have a decent number of pages instead of just one page. Include a sitemap to link up all the pages internally. Create the following pages in your website: Privacy Policy, Terms and Conditions, Contact us, About Us. If you have an e-shop, include a ‘Return Policy’ page.

The keywords you bid on is also very important. Avoid very broad keywords because it tend to give you many impressions but but fewer click through.

You need to monitor your Adword campaign periodically, do split test, remove keywords that garner few clicks. By fine-tuning it, you will improve your ROI.

Google is always changing its algorithm. So it is important to keep abreast of developments by Google.

If you follow the above tips, you should be able to get a good Quality Score.