Google Ads are currently one of the most
used tools for marketing and promotional purposes, as they can help to reach
out to potential users and customers. There are various types and formats that
can be utilized by businesses and brands to find more relevant users who would
resonate with the brand. Similarly, Google ads can also help to improve online
presence and exposure in the competitive market. However, when it comes to
Google ads or any other ad campaign, the budget remains one of the main concerns.
What is CPC?
CPC stands for cost per click, and just
like PPC, it helps to keep a budget allocated to keep the ad campaign running.
The CPC can go lower or higher based on the ad quality rather than your bid
strategy, and therefore, you should focus on the quality of the ad and its
effectiveness.
It has been proven that low ad quality can
increase the cost for the organic clicks that are gained from the campaign. In
order to understand it better, you must know how each metric in your Google Ads
account works. When you are well-aware of the foundational elements, you will
be more likely stop overpaying to Google and start winning the ad auction in
your favor. Let’s find out how the element works.
Comparative Analysis of Ad Strength,
Optimization Score, and Quality Score
Google shows a lot of ‘scores’ through its
analytical reports for the ad campaigns. While a lot of people are not aware of
the ‘diagnostics’, there are a few important metrics that everyone should care
about. You can safely ignore a lot of metrics, but these few ones remain
important for every industry.
The metric Ad strength shows the diagnostic
for the campaign and how impactful it appears. It is checked whether the ad
follows all the modern practices that improve the approach. Some of these
practices are having the right headlines and description. It does not really
affect the auction performance.
This is more of a sales metric that helps
to measure how many Google recommendations are reviewed by you. It does not
reflect the real campaign performance, but helps to find out if there is any
room for improvement or strategizing the situation better.
The Quality Score is a foundational metric
that is a keyword-level diagnostic and helps to determine the quality of the
Ads in the campaign. Based on your bids, it can also help determine Ad Rank for
the ads, and the rank further helps to determine whether your ad will appear or
not. The metric helps to find out your rank on the search engine result pages
(SERP) and how much you should pay per click (PPC).
Currently, the formula you can utilize is
Ad Rank = price × quality. It can help to determine the quality of an ad
campaign. This result can be generated based on every successful or relevant
search query.
How to Find the Quality Score
Just like you cannot fix what you cannot
see, you need to find the quality score first that ensures whether the ad
campaign is going to be successful or not. In order to get started, you should
add the following four columns to the keyword report for Google Ads.
When you are analyzing the quality score
for the Ad, there is no point in judging the keywords alone, as it can turn you
crazy with overthinking. Instead, try to figure out the recognizable patterns
at the ad group level. If your keywords have a quality score of 7 or above, the
shape of the strategy is good and can become successful. But if it gets too
low, it is your responsibility to improve it.
Three Main Components of Quality Score
If your keyword can match the ad and the
landing page, you will have complete control over quality score. The ad
relevance can never go “Below average,” since it can offer bad results. The
fastest way to fix it would be dynamic keyword insertion, where the keywords
are automatically inserted in the ad text to make it appear better to the
targeted audiences. If you are more likely to proceed with a manual approach,
make sure the keywords appear in both the landing page and the ad copy as well.
The landing page experience for online
users matters a lot, and that is what keeps a visitor engaged on a website or
not. Ask yourself, do the users get to find what they are looking for when
Google sends them to your website? Is the bounce rate too high because most
users are skipping the website within a few seconds after visiting it? In case
you are having a low landing page experience score, it can hamper your overall
ad approaches. When the landing page receives a “Below average” rating, it is a
clear indication that it needs to be improved through faster load times and a
better mobile experience.
The main idea of Google Ads is that Google
gets money whenever somebody clicks on an advertisement, and the ads that can
gain many clicks can be beneficial for growth. In case your CTR is lagging,
look for effective Auction Insights that can help you out. Only having great
ads is not enough if your CTR is still low. You need to find out why users are
not clicking on the ad despite being awesome.
Bottom Line
It is unrealistic to think that you will
get a 10/10 quality score for Google Ads. But you can definitely reach a higher
score when you take professional help from revered agencies like the Video
Promotion Club. Being an official Google partner, it utilizes authentic ad
tools and offers effective results for everyone. Besides, hiring a professional
would give you ample time to strategize while the ad campaign is already
running.
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