In this modern era of digital marketing, ads plays an important role in growing a business. The success of ad completely depends on the quality score of the ad. Moreover, it helps to increase your reach and conversions more than that of organic results.

Quality score is basically a term in google ads that is used to measure the rating of your ad by google on basis of keyword relevancy and your pay per click. The quality score also identifies the ranking of your and various steps that must be taken to strengthen your ad copy and to improve your quality score. 

Factors  of quality score

The value of quality score lies between 1 to 10. The quality score is counted as good, if its value is near to 8.There are some factors that affect the quality score of keywords, that are given as follows :

• CTR (click through rate)
• Landing page experience
• Keywords relevancy
• Relevancy of text used in the ads

These are the key factors that helps to improve the quality score to rank and to bring more and more traffic and clicks to your website. In addition to this, it also determines the changes required to be done in your website. 

CTR basically defines the visibility of your ad when the related keyword is typed by the user.  It is measured by the number of times your ad is clicked on per the number of impressions. 

Landing page is the page where user reach after clicking the particular number. This page is different from home page. This page should be attractive as well as interactive so that users love to engage with your website. Moreover, this page also helps to increase your conversions.

Another factor is keyword relevancy, it is defined as the extent to which your ad make sense when particular keyword is searched. Keywords must be relevant to the ad so that the ad is displayed whenever the related keywords are searched. 

Things that need to improve quality score

There are so many factors listed above that must be improved if anyone wants to      improve the quality score of the google ad. These factors are as follows:

Research on the factors that affect quality score

The important thing that comes into account is the know about the factors deeply which affects the quality of google ads. A complete research on factors gives you an idea about the improvements that are required to do in the google ad so that it should rank on the top. 

Research on keywords

Keyword is the most important factor that affects the quality  score of google ad. Analytics is the best way to research the keywords that people mostly use to search about particular products and services.  If you are using proper keywords, you will be able to get more and more traffic on your website. When the user insert the keywords in the search query, the typed keywords will decide whether your ads will be displayed or not. So it is important to focus on the research of the keywords.

Try to use negative keywords

A negative keyword is a mechanism will tell the google that which ads should be shown on particular query. This will prevent your ad from being shown to the who are not interested in your products as well as services. 

Moreover, it will help you to save your money as it will allow only relevant or interested users to click on your ad who are actually interested in your services. It will prevent the user to view your ad who are not interested in your product. 

There are three types of negative keywords that are broad match, exact match and phrase match. These keywords limit your ad clicks as they allow only relevant users to view your ad. 

Work on your landing page

The other important factor that must be focused on is the condition of your landing page. Landing page is the first page that users see after clicking your ad. So it should be up to date. It includes following factors:

•  Page loading speed
• Quality of content
• Relevant keywords
• Avoid pop-ups and ads
• Create attractive and relevant landing pages
• Include a call to action option to the landing page

Page loading speed

It is observed that 70% of people leave the website it takes excessive time to load(more than 3 seconds). Loading speed is a crucial factor in determining the bounce rate of a website. Good quality content does not work If the loading speed is low and the user cant even read it. 

Excessive images and videos increase the loading speed of a website thus they should be fully optimized. Loading speed plays an important role in mobile websites as most of the people use smartphones to search for anything. If the loading speed of any page is high they may leave the website even before opening. So the loading speed of a page should be low i.e. 3-4 sec only.

Quality of content

“Content is king” so the Quality of content should be effective, easy to read and relevant also. Content should not be written merely for the purpose of reading only but it should be written in a way that attracts a user to read. Traffic may lose interest in reading if the content is unorganized. 

Content should include the answer to the user query. Short paragraphs, bulleted points, bold, italics make the content more attractive and unique thus influence the user to spend some quality time on your website which reduces the bounce rate.

Include a call to action option

A website should have call to action button which should be clearly visible to the user. Lack of CTA may lead to a lack of user’s interest in reading too and they may bounce back. You can even include more than one CTA to a single page to attract a user to perform a call and take your service. Cta should be written in bold and should be highlighted. Users may want to fill a form or read the next page in that case call to action may work. Cta influence a visitor to visit another page and perform the action.