When it comes to creating effective ads, quality is key. You may wonder what separates a higher quality ad from a low quality one. There are three major factors that, if done right, can greatly increase your return on ad spend (ROAS). That’s why in this article, we will explore what are the three main factors that determine ad quality and how you can improve your ad quality score.

What is a Quality Score?

Before we dive into what factors determine ad quality, it’s important to understand what a quality score is. In digital marketing, a quality score is a metric used by search engines and social media platforms to measure the effectiveness of an ad. Quality score assesses the quality of your ads, including your keywords, landing pages, and performance in ad auctions. It’s a diagnostic tool that ranks you on a scale of 1 to 10 compared to other advertisers.

If you have a high-quality score, this indicates that your ads and landing pages are considered relevant and valuable for your keyword. Your quality score affects how much you will be charged per ad click. It’s partially based on the performance of your previous ads. However, if there isn’t enough data to go off of, your score may appear as “—” or a null quality score. Quality scores are calculated based on a combination of factors. We will cover these factors later in the article.

Benefits of High-Quality Ads

Now that you know what a quality score is, why does it matter? Having high-quality ads can offer numerous benefits for your business. Some of the key benefits include:

Increased ROI

High-quality ads can lead to increased ROI (return on investment) for your business. By creating ads that are visually appealing, relevant, and targeted, you can increase the effectiveness of your advertising campaigns, thereby increasing your ROI. High-quality ads can also help to build brand recognition and trust, leading to greater customer loyalty. In addition, by focusing on creating high-quality ads, you can reduce the amount of ad spend required to reach your target audience, further increasing your ROI.

Customer Engagement

Higher quality ads can also lead to increased customer engagement. By creating ads that resonate with your target audience, you can encourage customers to engage with your brand through likes, shares, comments, and other forms of interaction. This engagement not only helps to build brand awareness and loyalty, but it can also provide valuable insights into customer preferences and behaviors. By analyzing customer engagement data, you can further refine your advertising strategy to create more effective ads in the future.

Improved Brand Image

High-quality ads that are visually appealing and relevant to your target audience can improve your brand image. This helps you build greater trust and credibility with your customers. This can help to differentiate your brand from your competitors and create a lasting impression on your customers.

High Click-Through Rate (CTR)

High-quality ads can get you a higher click-through rate (CTR), which is the percentage of people who click on an ad after seeing it. By creating ads that are engaging, informative, and relevant to the viewer, you can increase your likelihood that someone will click and convert.

Customer Loyalty

High-quality ads are an effective way to build customer loyalty by providing a positive and memorable experience. When customers see ads that are relevant to their needs and interests, they are more likely to feel valued and connected to your brand. This can lead to repeat business, positive word-of-mouth referrals, and a strong community of loyal customers.

What Are the Three Main Factors That Determine Ad Quality?

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So, what are the three main factors that determine ad quality? The three main factors that determine ad quality are ad relevance, expected click-through rate (CTR), and landing page experience. These scores are used to determine where your ads will appear on the platform, how often they will be shown, and how much you will pay per click.

Ad Relevance

Ad relevance is one of the most critical factors that determine your Google Ads quality score. Advertisers must create ads that are relevant to the search query or user intent. The more relevant your ad is to the user’s search query, the more likely they are to click on your ad and visit your website.

To improve ad relevance, it is essential to conduct thorough keyword research. This ensures that your ad copy is relevant to the target keywords. You can also consider creating ads for specific ad groups to increase ad relevance.

Google assigns ads one of three statuses for ad relevance:

Below Average

This status indicates that your ad or keyword needs to be more specific, or that your ad group has too many different topics. You can improve your status by creating ad groups with fewer and more cohesive topics.

Average

An average ad relevance status indicates that your keyword has no major issues compared to other Google Ads.

Above Average

Above average status indicates that there are no major ad relevance issues with your keyword; however, to achieve this status, you need to be more relevant than other Google Ads.

Expected Click-Through Rate (CTR)

Expected click-through rate (CTR) predicts the likelihood of a user clicking on an ad. It is a critical factor in determining ad quality because it indicates the relevance and engagement level of an ad. Ad platforms use historical data to calculate expected CTR and compare it to the expected CTR of other advertisers targeting the same keywords. Advertisers can improve their expected CTR by creating highly relevant ad copy and targeting specific keywords.

Google will assign your ad one of three statuses for the expected click-through rate:

Below Average

If your status is below average, this indicates that you should adjust your ad text to relate more to the top keywords.

Average

An average status indicates that there are no major problems with your expected click-through rate.

Above Average

An above average status indicates that there are no major issues with your expected click-through rate. Your ads are highly relevant to the targeted keywords compared to other advertisers.

Landing Page Experience

Landing page experience refers to the quality of the page that users are directed to after clicking on an ad. Advertisers must ensure that their landing page is relevant to the user’s search intent and provides a positive user experience. A good landing page experience can increase the likelihood of users taking action, such as making a purchase or filling out a form.

Google will assign your ad one of three statuses for the land page experience:

Below Average

This status indicates that your landing page experience needs improvement.

Average

An average status indicates that there are no major issues with your landing page experience.

Above Average

An above average status indicates that your landing page experience has no major issues. Highly rated landing pages tend to feature text that relates to search terms.

What Other Factors Affect Your Quality Score?

Now that you know what are the three main factors that determine ad quality, we want to cover the other factors that can impact your ad quality score.

User’s Device

The device that a user is on can significantly impact the effectiveness of an ad. With the increasing use of mobile devices, you must ensure that your ads are optimized for mobile. You want to always ensure that your landing pages and ads are mobile-friendly. Ads that are not optimized for mobile can lead to a negative user experience and lower engagement levels.

User Intent

User intent is the reason behind a user’s search query. Understanding user intent is crucial to creating highly relevant ads that align with the user’s search intent. Conducting thorough keyword research to understand the different search queries users may use is especially helpful. You can use these search queries to create highly targeted ad groups. Creating highly relevant ads that align with user intent can improve your engagement levels and increase conversions.

Related Keyword Performance

The performance of related keywords can also impact your ad quality score. Ad platforms use previous data to calculate expected click-through rates and compare them to other advertisers who are targeting the same keywords. Keyword research can help you select highly relevant keywords for your ad campaigns. Monitoring the performance of related keywords can also help you identify opportunities to improve your ad campaigns.

Ad Placement

Ad placement is another factor that you want to consider for your ad quality score. Advertisers should consider where their ads are placed and whether the placement is highly visible to users. Ad placement can impact click-through rates and engagement levels, so it is essential to monitor the performance of different ad placements and adjust your ad campaign accordingly.

How to Improve Your Quality Score

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If you received a status of “below average” or “average” on the three major factors of Google Ads quality score, don’t worry. Here’s how you can improve your ad quality score:

Create High-Quality Content

Creating high-quality content is crucial for improving your ad quality score. Your ad content should be relevant, engaging, and valuable to the user. You should consider the user’s search intent when creating ad content to ensure that their ads align with the user’s needs. When creating content, we suggest focusing on your unique selling point (USP). You want to highlight the benefits of your products or services in your ads. You should also consider using emotional triggers, such as humor or empathy, to connect with users and improve engagement levels.

Structure Your Ad Groups

Structuring your ad groups is another essential factor in improving your ad quality score. Ad groups should be highly targeted and focused on specific keywords. You should group your ads by theme or product/service to ensure that your ads are highly relevant to the user’s search query.

By structuring your ad groups, you can ensure that your ads are highly relevant. This will improve your expected click-through rate and can lead to higher engagement levels and conversions.

Optimize for Mobile

Optimizing your ads for mobile devices is essential for improving your ad quality score. With the increasing use of smartphones, you want to make sure your ads are optimized for mobile. Mobile optimization can improve user experience and lead to higher engagement levels. You can also consider using mobile-specific features, such as click-to-call or mobile app downloads, to improve the effectiveness of your ads. These are known as search ad extensions.

Conduct Keyword Research

Conducting thorough keyword research is crucial for improving your ad quality score. We suggest selecting highly relevant keywords based on user search queries. This can improve your ad’s relevance and expected click-through rate. Keyword research can also help you identify negative keywords that may be negatively impacting your ad campaigns. Negative keywords are search terms that are irrelevant to your ad campaign and can lead to lower engagement levels.

Test Your Ads

Testing your ads is essential for improving your ad quality score. Consider running A/B tests to identify which ad variations perform best. You can test different ad headlines, ad copy, and ad images to identify which ad variations lead to the highest engagement levels. By testing your ads, you can identify opportunities to improve your ad campaigns, thereby improving your ad quality score.

Conclusion: What Are the Three Main Factors That Determine Ad Quality?

In conclusion, the three main factors that determine ad quality are ad relevance, expected click-through rate, and landing page experience. You can create highly relevant ads by using keywords that align with users’ search queries. By focusing on these factors, you can improve your ad quality score, increase engagement levels, and achieve a higher return on investment.

Additionally, factors such as the user’s device, user intent, related keyword performance, and ad placement can also impact ad quality scores. By following best practices, such as optimizing for mobile and testing ads, you can greatly improve your ad quality score and return on ad spend.

If you’re looking for an agency to create high-performing search ads for your business, look no further. We offer a wide range of marketing services to help level up your digital marketing and sustainably grow your business.

Originally published . Last updated .

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