Google AdWords allows businesses to advertise on Google search results pages on a pay-per-click (PPC) basis. It’s a great solution for brands looking for faster results than what traditional SEO can deliver. AdWords also provides an opportunity to reach hyper-targeted audiences, depending on factors such as location, time of day, device, etc.
Advertisers bid on keywords for a chance to get their add to appear when a user performs a search using those keywords. The AdWords auction process is also determined by an ad’s Quality Score.
What is the AdWords Quality Score (QS)?
The AdWords QS is a metric from 1-10 (1 being the lowest quality and 10 being the highest quality) that determines how relevant all pieces of the ad are to the user’s search, including keywords and landing pages. High-quality ads will be rewarded with a higher rank on a SERP and with a lower cost-per-click (CPC).
Google makes money when users click on an ad, so the AdWords QS ensures that brands aren’t just competing for the best bit, but they’re competing for the highest quality ad to give search users the best experience. The QS also levels the playing field by giving smaller advertisers a better opportunity to compete against larget companies with limitless budgets.
Best Practices for Achieving a Higher AdWords Quality Score
- Use the same keywords in your ad and on your landing page to avoid misleading users.
- Link your ad to a specific landing page related to that keyword.
- The landing page should answer the main questions a searcher may have related to the keywords.
- Provide an excellent user experience with your ad and landing page by ensuring it properly functions across devices, it’s easy to read and navigate, and CTAs should be bold and clear.