Quality Score-Who Cares?

I am sure if you have ads on Google for long enough you have heard about quality score. It might be something you don't understand or dismiss because it is confusing. Maybe you have no idea how to increase your quality score so you just ignore it. Maybe you have never even heard of quality score. I know if I had no clue I would just trust and hope for the best fingers crossed).

If you haven't given thought to Quality Score lets consider why it is important. Most advertisers want a high quality score bc that equals more business through the door. Plus if you quality score is high you can pay less on clicks!

Ad Rank determines how often your ad shows on google. With multiple people bidding on your keywords you need a high ad rank to rise above. I like to look at Ad Rank as quality score multiplied by your bid and other factors. If you want to know how to increase your ad rank you need to at least work on your quality score. Let's look at those "other factors". The things that really can set you apart. Google wants to show your ad bc they want a user to click on the sponsored ad just as much or if not more than an organic ad. If you could imagine all the things you would do to show up organically and do those things then ad on top of that a great bid strategy. You can certainly increase leads through the door.

For example, when Karen needs to find a great, trustworthy maid service to clean her home, most likely she will search in google.

"trustworthy maid service near me"

Karen is most likely going to look at the LSA ads at the top and consider those (I will talk on those in another blog). She may also scroll down a bit and see if anything is near her or any headlines that speaks directly to what she is looking for? She may even look for a nice logo she trusts ( I will also talk on getting your company verified with google in another blog). The bottom line is she wants something quick and she wants something that speaks to her pain point. When thinking through quality score we must consider our keywords lining up with our ad copy and our landing page experience.

Karen finds an ad that says "Professional Maid Service-Background Checked-Fully Insured" she clicks on that ad and finds a beautifully branded landing page that has a picture of a maid cleaning a home smiling and in branded clothing. There is a great call to action, a phone number bold and easy to see along with a submission form. All of these items are above the fold so Karen doesn't have to scroll down unless of course she wants to read all the details. If your keywords, ad copy and landing page experience are tight and you are growing your quality score but you are still struggling, hang in there. The one thing that will truly set you apart is that user experience. Is Karen's expectations met from her "need" for a house keeper, to the relevancy of the ad copy to the landing page experience? If she fills out a form and is greeted promptly or if she calls and a friendly voice on the other end answers then Karen is satisfied. What is the one thing Karen won't do?

Click back. She is happy. She has found her match. You have created a lifetime customer. Well done.

How do you know if your ads are getting the results you want?

If someone is managing your ads for you then help them by letting them know the quality leads that came in vs the unqualified leads. Knowing If the "Karen's" became a lifetime client or if they bounced helps a professional like myself continue to create an excellent google ads account growing the revenue through your door.