In this video tutorial, you will learn how Google Ads Quality Score of your keywords work in 2019.
Video Transcript
We all know the importance of Quality Score of your keywords for your Google Ads campaigns. But with all the recent changes in Google Ads, especially with machine learning and artificial intelligence, how important is quality score right now in 2019. So let’s go a bit deeper as to what Google says about quality score right now.
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Hello, I’m Uzair and thanks for joining in. If you like videos just like this one, then please subscribe to our channel and you’ll be the first one to be notified when I upload other similar videos like this one. So let’s take a look at the definition of Quality Score, what Google says. So we all know that it is made up of a scale of 1 to 10, 1 being the worst and 10 being the best. So as for the Google Ads help centre, they define it as Quality Score is an estimate of the quality of your ads, keywords and landing pages. That is made up of these three components, right? Higher quality scores can lead to lower prices and better acquisitions or ad rank, which is fine. And you can see your quality score recorded on a 1 to 10 scale. Now we go down a bit further and say it’s your quality score is an aggregated estimate of your overall performance and ad auctions.
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And it is not used at auction time to determine ad rank. Now I know a lot of us fuss very much about quality score and we sometimes see three out of 10, but that keyword is performing really well, so how does that work? So right now in 2019 what Google is saying is that this metric is not taken into account at the auction time. So what they’re saying is the 1 to 10 quality score shown in your account is an aggregated estimate of your overall performance in your ad auctions and not at that particular point in time. Therefore, it can be used at auction time to determine ad rank. Real-time auction specific quality calculations of expected clickthrough rate, ad relevance and landing page experience among other factors, are used to calculate ad rank and auction time. So these factors which are based on things not only at the time of the auction can heavily influence the quality of the user’s experience.
And that’s what you need to now think about, and the most important thing which I would highly recommend is this, more and more of your impact which is going to have on your campaigns is through the landing page experience because Google wants to give the user a great landing page experience. If your website or your landing pages are very slow to load up, you will end up paying a very heavy price in organic rankings as well as in paid ads because with more and more people using the smartphone and the smaller devices, it is absolutely critical that you, you have a very fast loading website. And for that, I would get you to look at AMP, which is the accelerated mobile pages and that will help you get a great user experience on your landing pages. Obviously, the clickthrough rate and ad relevance is important as well,
if you have got your keywords in the ads and make your ads more relevant, you are going to get a higher clickthrough rate. So the landing page experience is totally in your hands, because you can make it really good or really bad. And then if you have done all the things which Google is asking you to do, you will increase the conversions. As simple as that. You know having a faster page load time increases the conversion rates. So if you are asking people to take a specific call to action, be it to sign up to a form or make a purchase on your website, then make sure that your websites are lightning fast and they load up fast and it’s easy to navigate, the headings and the message is crystal clear. So when somebody lands on your pages or on that specific page, that is absolutely clear as to what you offer and what you are all about. So have a look at your landing page experience. Go to the Google page speed test and try your landing page and if it is a bit slow. Then you need to speak with your webmasters to get it right. So that’s it for this video. I hope you enjoyed it and I look forward to seeing you and the next one. Bye for now.
Written by Uzair Kharawala
Partner at SF Digital Studios, a Google Premier Partner agency. Uzair has been helping businesses grow with Google Ads since 2002 and teaches it every week on YouTube.
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