Google Ads is a vital tool for your business but it’s not without its fair share of challenges. Like most PPC platforms, Google Ads is only as good as the effort and investment that you put into it. It’s not always sales and leads that’s right in front of you. In fact, you might be one of those users that have been penalized by Google already.
To keep the advertising platform clean and free from illicit ads or content, Google constantly scores advertisers with a system called ad rank. This important factor into the success of your Google Ads can definitely make or break your campaign which is why it’s high time you dive deeper into it.
Let’s first talk about ad rank and understand why it matters.
Google wants to make sure that each user of their search engine is getting the best experience possible. This means everything that a regular internet user sees on Google – your ads included, is carefully observed by the platform. The better your ads are, the more you’ll be rewarded for it by Google.
As such, Google incorporates what’s called an ad rank score into Google Ads. To get your ad rank score, you’ll need to multiply your cost-per-click (CPC) with your Quality score. Your CPC is the amount you’re willing to pay per click. On the other hand, your Quality Score determines the quality of your ads and content. To check for your Quality Score, log in to your account, click on select keywords. From there, click edit columns and then select Quality Score.
Quality Scores are measured between 1 to 10. Ideally, you’d want your score to play within the 8-10 mark. Anything below 7 is already a cause for concern. However, once your score drops to 4 and below, that means that Google will begin to stop showing your ads.
Looking at Quality Score deeper, we’ve found out that it comprises primarily three metrics which are Expected CTR, Landing Page experience, and ad relevance.
Also known as click-through rate, this determines the number of times that your ad is being clicked on. This means engagement and sales on your end. For Google, however, this shows them that your ads are effective solutions to problems that people search for online. It is calculated by dividing impressions by clicks.
Landing Page Experience
This refers to the relevance of your website to the ad that you are trying to get across. Most importantly, however, it also determines the user experience on your website upon clicking on an ad. Things such as mobile-friendliness, load speed, and overall website performance matter when it comes to landing page experience.
Last but not least, ad relevance refers to how proper your keywords are to your ad. It’s important that your keywords perfectly match your ads so that you don’t get penalized by Google. Be as specific as possible and don’t forget to use negative keywords to your advantage as well.
Calculating your Quality Score factors in these three crucial factors. As you may have noticed, the trend here is that Google wants you to provide a good user experience for people that make specific queries on the search engine. It’s easy to say that you should try to avoid getting penalized but it’s not as easy as it sounds.
There are various things you can do to make sure that you stay safe from Google’s wrath.
- Optimize For Speed And Performance – It used to be that you should only care about your website’s speed and performance because of SEO. However, you should know to worry about it because of Google Ads too. There are many ways you can improve your website’s performance. Get a better server, update your website regularly, optimize for mobile devices, and compress your code just to name a few.
- Don’t Get Too Greedy With Keywords – A common mistake that marketers make is thinking that the more keywords you use for your Google Ads, the better. The problem with this is that you could be generating irrelevant traffic. Moreover, there’s a chance that your ads will appear when keywords not related to it are searched for. Instead of going for a myriad of keywords, be more specific about the ones you use instead.
- Use Image Extensions – To get better CTR, you’re going to have to make sure that your ad stands out from the rest. One way you can do this is by using image extensions. To put it simply, these are images that will appear in a small box alongside your ad. The goal of image extensions is to grab attention and it does a perfect job of that
- Block IPs From Far Off Places – It can be quite frustrating to get clicks from people that are in areas that you don’t offer your services to. Aside from the fact that these clicks waste your ad spend, these clicks also make your ad less relevant too. By blocking certain regions from accessing your content, you can guarantee yourself that you are getting the most out of your ad spend.
Getting penalized on Google Ads is probably more frustrating than having ads that don’t pose the numbers you want. Quality Score is one of the most important things you need to be mindful of when using Google Ads because it basically dictates the success of your ads.
If you’re having trouble mastering this tricky metric for Google Ads then don’t be afraid to turn to us for help. At Constant Clicks, we come up with new ways to improve ad campaigns. If you’re struggling with one of your ad’s Quality Score or if you’ve been penalized by Google, just know that it isn’t a death sentence.
With the right changes, you can begin making the most out of your Google Ads campaign in a short matter of time.