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How To Improve Quality Score

Last updated 6 years ago

Does your company run a pay per click advertising campaign?  If so, do you know what your quality score is for each of your keywords?  Remember, quality score is Google’s measurement of your keywords and this measurement takes into account many factors, including your text ads, a consumer’s search terms, your landing pages, the speed of your website, your landing pages’ keywords, and so forth.  To run a successful pay per click advertising campaign, you need to have high quality scores, which typically results in more conversions (sales) for your business.  So how do you obtain high quality scores?  Take a look at these seven guidelines and start running a better pay per click advertising campaign today…

1) Review Your Quality Scores – The first guideline is to confirm what your quality scores currently are.  If you don’t start with this first step, then you won’t know where to begin.  Always go back to the basics.

2) Create Themed Ad Groups – To be successful at anything in life, you need to be organized and the same goes for your pay per click advertising campaign.  You should have specific ad groups with corresponding keywords within every ad group.  When there are various keywords in the same ad group, this negatively affects your quality score.  And if you’re debating whether a set of keywords should fall into a particular ad group, then you should probably create another ad group instead.

3) Put Misspelled Keywords On Their Own - John Rampton, founder of, explains by putting misspelled keywords into their own ad groups, “it helps not destroy the reputation of an ad group.  By doing this, you will keep the overall quality of the ad group up.”  Again, this goes back to guideline number two: organization is key.

4) Different Ads For Different Groups – Although this may seem elementary to some companies, it is important to make sure each ad group has its individual ad.  The rule of thumb is to use two different ads for one ad group, so you can test which ad performs the best.  Google likes to see consistency with pay per click advertising; when your ad groups, ads, and keywords all share a relevant theme, then your quality scores will be high.

5) Select Equivalent Landing Pages – Since your keywords, ads, and ad groups have to match, so do your landing pages.  For example, if one of your ad groups is focused on your new product, the keywords from your ad group and corresponding ads should be on your landing page. 

6) Don’t Keyword Stack – When you are designing your landing pages, don’t put all your keywords in every single landing page.  Remember, follow your original theme and select about 3-10 keywords per landing page. 

7) Reach Out To Google – If you notice all of your quality scores are significantly low through your Google AdWords, then you should call Google and explain your issue.  Your issue may not be resolved immediately, but it will be looked into and your quality scores should improve in the near future. 

Sure, running a pay per click advertising campaign can be tricky, but there’s always help out there ;)

When was the last time you pulled your quality scores from Google AdWords?  How do you improve your quality scores to boost your pay per click advertising campaign?  Share your thoughts in a comment!

About Alan Moore: Alan is an Internet Marketing Consultant with ReachLocal Baltimore.  His mission is to help you increase your revenues and decrease unproductive advertising expenses through proven, online marketing strategies.  He manages over $1.4 million in yearly marketing budgets and has worked with local businesses, agencies and the US government.  Give him a call at (877)655-3438 to schedule a free consultation.

Additional advice regarding your quality scores can be found at


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