Keyword Quality Score – How to Increase the Quality Score of Your Keywords

Keyword Quality Score has a major impact on both the success and the costs of your pay-per-click (PPC) marketing campaigns. High keyword Quality Scores mean you end up paying less for more ad exposure and higher conversion rates.

The following two best practices will raise your Quality Score at every level, from your entire AdWords campaign down to a single keyword:

  • Practice ongoing keyword grouping: Effective organization of your keyword database is crucial for successful PPC and will greatly increase your chances of achieving high keyword Quality Scores.
  • Write compelling, relevant ad text: Better ads mean better click-through rates, which raise your keyword QS and save you money.
Keyword Quality Score

Let's take a closer look at how you can use WordStream's PPC management tools to start improving your Quality Scores today.

Grade Your Keyword Quality Score Performance Free

WordStream's fast, free, secure AdWords Performance Grader is the easiest way to find out how your Quality Scores are doing, plus get tips on how you can raise your scores. You'll get an instant report including an overall grade for your AdWords account, plus insight into your performance along key metrics including Quality Score, keyword optimization, and click-through rate.

What Does Keyword Quality Score Mean to You?

Keyword Quality Score is a dynamic figure, meaning Google Ads calculates a Quality Score on the fly for each of your keywords whenever they match a user's search query. Your keyword's Quality Score may vary based on location, search query and search network. In other words, if your keyword performs better on certain searches than others, in certain areas than others, or on certain search network sites than others, its Quality Score will be higher under those circumstances. That's a lot to keep track of! But one thing is always the same: The higher your keyword Quality Score, the better your ad positioning, and the lower your costs.

Keyword Quality Score

Basically, Google uses Quality Score to ensure that users only see the sponsored links that are most relevant to their queries. This system is good for you too, because more relevant ads get more clicks and bring you more business.

Aside from variable factors like location, your keyword's Quality Score is determined by:

  • The click-through rate (CTR) of the keyword and its matched ad.
  • Relevance of the keyword to its Ad Group.
  • Landing page quality.
  • Relevance of your ad text.
  • Historical account performance.

These factors are closely related and reinforce each other. For example:

  • Tight keyword groupings make it easier to write relevant (and compelling) ad text.
  • Compelling and relevant ad text translates to higher click-through rates.

Creating small, focused keyword groups at the outset and then building self-reinforcing campaigns gives you strong historical account performance and compounding pricing and positioning benefits. But how exactly are you supposed to organize the thousands of keywords (or more) that you need to manage for successful search engine marketing? You can't possibly look at every single keyword individually, hand-sort it into an appropriate group and then write the perfect ad for it. There's not enough time in the day.

Keyword Quality Score

So how do you raise your keyword Quality Score so you can start increasing your visibility at lower costs?

How WordStream Can Help You Increase Keyword Quality Score

Want to improve your keyword quality score? WordStream Advisor, our PPC and paid social management software, can help you increase your Quality Scores in several ways, the easiest of which is the 20-Minute Work Week.

The 20-Minute Work Week is an intuitive recommendation system that analyzes the real-time performance of your account and provides actionable suggestions that can be implemented immediately to improve click-through rates and more.

These recommendations are unique to your AdWords account and campaign objectives, allowing you to make crucial adjustments to your campaigns without spending hours or even days in the weeds of your account. Begin by adding negative keywords to eliminate costly keywords that aren't relevant to your business (wasting your precious ad budget), before adding new keywords to relevant keyword groups, optimizing your existing ads and ad groups, reviewing potentially costly keywords, and fine-tuning your bids to keep everything running smootly. This lets you focus on what really matters - growing your business and taking care of your customers.

Here are some factors to keep in mind when writing ads to ensure high click-through rate and Quality Score. Your ad text should be:

  • Relevant to your product.
  • Relevant to the keyword (and therefore the searcher's intent). This is vital to increase the quality of a low performing keywords. 
  • Relevant to your landing page.

Be sure to include the keyword and variations of it in the headline and description lines, and the display URL if possible. The ad should draw the user in and tell them what they'll gain by clicking. The destination URL should take the searcher to a landing page that corresponds to their search query and intent (not something too broad or too narrow).

Remember, your ads will be useless if they don't actually help people find what they're looking for! Plus, when more people click on your ads, your AdWords Quality Score goes up and your keywords, Ad Groups and account all gain value – leading to more and more low-cost impressions as your campaign goes on. Improving your ad quality score means more opportunities for conversions and lower costs per ad!

Try WordStream and Start Improving Your Keyword Quality Score Today

Don't waste another day paying more than you have to for less than desirable ad positioning. Increase the effectiveness of your PPC campaigns, and save time and money while raising your keyword Quality Score.