How to Improve Keyword Quality Score

Quality Score (QS) determines the Ad Position and the actual Cost per Click.  A low quality score means three things: your ad is not relevant for the keywords, the structure of the Ad Group is inconsistent and the landing page is not relevant.

When a user enters a keyphrase, he/she expects to see natural search results and Ads that are relevant for the keyphrase. The use of keywords in title (for SERPs) and in Ad Title have a major impact on the click through rate of the Ad. 

Here are 3 Steps to Improve Keyword Quality Score:

1) Create Effective Ad Groups: The first step in creating effective campaign is to group keywords based on theme, intent and the product you are promoting.

Let us say that you are creating a campaign for a major insurance company.  They have products in Medical Insurance, Home Insurance and Car Insurance. You start the keyword research with the root keywords: 

“medical insurance”
“home insurance”
“car insurance”

Let us see one example: “car insurance”. When you do the keyword research, you will begin to notice a large number of keywords with the theme: “cheap car insurance”.

A few Keywords with “Cheap Car Insurance” theme:

cheapest car insurance
cheap car insurance for young drivers
cheap car insurance quotes
cheap car insurance for women
cheaper car insurance

If your “Car Insurance” product is the cheapest in the market (if you have verifiable testimonials and research data) then create the Ad Group – “Cheap Car Insurance”. Add the keywords mentioned above to the Ad Group.

The Ad Group – “Cheap Car Insurance” has a narrow focus and hence higher relevance.

2) Increase Use of Keywords in Ads: It is not an accident that Title is the most important element of a webpage when it comes to page rank.  The Ad Title is also similar. But what makes Ads different from natural search results is that according to Google, Meta-Description has very little impact on page ranking. But when it comes to improving Quality score, the use of keywords in description has an immediate impact on performance.  

Keywords in Ad attracts attention and the user are inclined to click an Ad that has the same search phrase that he had entered. When we searched for “Cheap Car Insurance India”, we got the following results:
Keyphrases bolded in Adwords
Which one would you click?

With the use of “Cheapest” in place of “Cheap”, the first Ad scores over the third. But for me as a user the intention was to find out the cheapest available car insurance in the market. 

The 2nd Ad has used the keyword “Car Insurance” both in the title and the description. Notice how the keywords are bolded. 

Moreover, the value proposition is clear  

Feature: “Compare 10 Car Insurance Quotes”
Value: “Save Money & Time: Takes 2 Minutes”

The website has laid a clear expectation – Takes only 2 Minutes to compare 10 Car Insurance Quotes.

3) Measure and Optimize: It is important that you monitor the performance of your campaign at a keyword level. It would be difficult if you are managing a large account with 1000s of keywords. But if you have done due diligence with grouping keywords then it becomes easier to manage the campaign.

At the start of the campaign, keywords with low search volume, high CPC and low quality score should not be removed.  After the keywords have received sufficient impressions (100-200), remove the keyword and place it in an appropriate Ad Group.

If the keywords are not getting the intended impressions with the Daily Budget that you have allocated, then remove the keywords from the Ad Group.

If you want expert help in Creating Ads, contact us or you can call us at: India (Ph): +91 9497189032, UK (Ph): +44 (0)20-3371-9976 or US (Ph): +1 650-491-0004

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