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Strategies to Improve Quality Score

PART 2: How To Boost Your Google Ads Quality Score: Actionable Tips for Better Performance

Working on improving your quality score should be high on your priority list. A higher quality score not only saves you money by reducing your costs-per-click, but it also enhances your ad’s visibility and positioning, giving you a better chance of getting the click over your competitors. In this second article, we’ll explore actionable tips and strategies to elevate your quality score and unlock better performance for your Search Ads campaigns. If you missed the first article, on “What Is Google Ads Quality Score And Why Is It An Important Metric To Monitor?” you can find it here.

Crafting Compelling Ad Copy

Your ad copy plays a pivotal role in attracting potential customers and driving clicks to your website. Compelling ad copy that aligns with the user’s search intent and accurately represents your product or service offering can significantly boost your quality score. Incorporate relevant keywords naturally into your headlines and descriptions, communicate your unique selling proposition clearly, and create a sense of urgency with well-timed calls-to-action.

When creating or updating your ads, always aim to achieve an Ad Strength of “Excellent” which shows that your Ad is highly relevant and has a good diversity of combinations helping you get the right Ad in front of your customers.

Targeting the Right Keywords

Keyword selection is another crucial factor influencing your quality score. Carefully research and identify keywords that are highly relevant to your business and align with your product or service offering. Use the Keyword Planner in Tools to help you identify:

  • the most relevant keywords for your business
  • their average monthly searches
  • how competitive they are
  • how much you can expect to pay per click (CPC) from low to high range

Aim for a balance between broad and specific keywords, and continuously refine and test your keyword lists based on search volume, competition, and performance data.

Check Your Search Terms Report

Continually check the Search Terms report to ensure your ads are being triggered by the most relevant customer search terms.  Sometimes the actual searches that trigger your ads can be quite different depending on the match type you have set. The search terms report gives you a behind-the-scenes look at what users are actually typing into Google before seeing your ads.

This handy report shows you the actual search queries that led to ad impressions or clicks, even if those searches don’t perfectly match your keyword lists. It’s an absolute goldmine for identifying new keyword opportunities and optimizing your campaigns for maximum relevance.

Here’s how to tap into the wealth of insights the Search Terms report has to offer:

  1. Navigate to your Google Ads account and expand the “Insights and Reports” section. Then click on the “Search Terms” section.
  2. The table will show you all the search queries that triggered your ads, along with useful metrics like impressions, clicks, cost, and conversions.

Now’s the fun part – analysing the data! Set your preferred date range and look for search terms that are driving strong performance and consider adding them as new keywords. You may also spot irrelevant searches that you’ll want to add as negative keywords to prevent wasteful spending. Regularly checking the search terms is key to ensuring your Ads are laser focused on the most relevant and profitable searches and to maximizing your return on investment from Google Ads.

Enhancing Landing Page Quality

The quality of your landing page directly impacts your quality score. Ensure that your landing pages are well-designed, mobile-friendly, and load quickly. Provide clear and concise information that matches the user’s search intent, and include persuasive elements such as product descriptions, pricing details, and customer testimonials and reviews. A seamless and engaging user experience on your landing pages can significantly improve your quality score PLUS convert more visitors to customers.    

Monitoring and Optimizing Campaigns

Regularly Continuous monitoring and optimization of your Search Ads campaigns are essential for maintaining and improving your quality score. Regularly analyse your campaign performance data, identify underperforming elements, and make data-driven adjustments to your ad copy, keywords, and landing pages. Additionally, consider implementing A/B testing to identify the most effective variations and refine your campaigns accordingly.

Tracking and Monitoring Quality Score

To effectively manage your quality score, you need to keep a close eye on this metric and interpret the data correctly. Google Ads provides quality score data at the keyword level. Regularly review this data and look for patterns or areas that require improvement. See how to find you Google Ads Quality Score here.

Leveraging PPC Management Tools and Analytics

While Google Ads provides valuable quality score data, consider using additional PPC management tools and analytics platforms to gain deeper insights and streamline your optimization efforts. These tools often offer advanced reporting, automated bidding strategies, and integration with third-party data sources, enabling you to make more informed decisions and maximize your quality score potential.


By implementing these actionable tips and strategies, you can boost your Google Ads quality score, improve your ad performance, and ultimately drive more qualified traffic to your website. Remember, optimizing your quality score is an ongoing process that requires continuous monitoring, analysis, and adjustment to stay ahead of the competition.

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