Digital marketing is one of the biggest aspects for your website’s success concerning visibility and ranking on the online platform.
While Search Engine Optimization (SEO) pertains to organic results, the effect and potent of paid ads for instant result can’t be overlooked at all. This is where Google AdWords has maintained high grip over the years. Launched just 2 years after the Search Engine Giant, there is no doubt that Google Adwords has grown immensely and commands a high stake in this particular field.
Why Businesses Need Google AdWords for Desired Growth?
Whether you are a small business, a big enterprise, a start-up or an established name, you can create Google Ads campaigns particular to your field. In fact, you will find that whatever keywords or industry you are targeting, there are optimized Google Ads running for that. So, if others are taking an advantage of this, why you should not.
In fact, studies show that Google ads are viewed by around 80% of people scouting through search results. This means leveraging this will provide you with enhanced visibility and consumer reach. Not just for instant results, but improved brand recognition and more visibility is one big factor that drives success of Google ads for businesses.
Competitiveness of Google Ads – Significance of Quality Score
With the hold of Google in the search segment, it is obvious that Google Adwords hold high importance and with many marketers using this advertising service, this platform is highly competitive. With hordes of brands fighting for their space in this advertising spectrum, Google implements specific criteria to determine the importance of a certain ad or brand for the users. This is called Google Ad quality score.
Now, the question arises – what is Google Ads quality score? It is not a single element but a combination of different factors, mainly:
a. Expected click-through rate
b. Relevancy of the ad to the user’s search query
c. Landing page experience to the user
And quality score when multiplied by pay per click determines the Google Ad rank for a certain ad campaign.
You can check your Google Ads quality score by running a keyword diagnosis, right there on the Google Adwords platform. However, there is not one specific aspect (keyword related that determines the overall performance of your quality score). In fact, different types of quality scores include:
a. Keyword Quality Score
b. Landing Page Quality Score
c. Account Level Quality Score
d. Mobile Quality Score
e. Ad Group Quality Score
How to Improve Your Google Ad Quality Score?
As a business owner, your advertisement quality score is of high importance for you, as it defines how much return on investment you will be getting. Therefore, when you are running AdWords campaign, you need to ensure that your Ads quality score is optimum. How to achieve that? Let’s discuss:
- Ensure High Relevancy
The ads must be created that provides high value to the users pertaining to the search query and user’s intent. Grouping the ads combining keywords, target audience, and other elements will help create an ad campaign that provides better result and solution to the user for their query. Proper grouping increases chances of your ads being given high relevancy value by Google, thus resulting in improved Google Ads rank.
- Reflect on Impression Share
What is Impression Share – It is the number of times your ad has been viewed compared to how many times it could have been viewed. This data will reflect on how effectively your ads are being delivered, or if they are going invisible, meaning no clicks and so no benefit to you.
- Review Your Keywords
Keywords are the core factor determining how to shape your ads. Whilst broad phrase keywords have been promoted for many online marketing processes, for Google Ads, it might not be good and may result you falling amongst a big crowd of ads. Similarly, too niche keywords are also not suggested as these limit your ad viewership. Better, create a balance between the two.
- Landing Page is as Important as Any Other Factor
Is your landing page loading fast? Is the content there relevant to the ads and keywords? Is the information presented has the potential to solve searcher’s query? Is it fresh, original and provides enhanced user experience? Is your website provides ease of use for the searcher to move around the content and the website? Whilst these are factors more thought about related to SEO, these factor significantly for your ads score as well, as this is platform where your ads are taking the visitor to, and so given high importance by Google.
Conclusion:
When you working with your ads campaign, or when you are seeking PPC services, maintaining your Google Ads quality score is as important as anything else. The better your quality score, the higher your Google Ads rank, and better return on investment you will gain.
