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Google Ads Quality Score Analysis
I've been managing PPC campaigns targeting affluent clients for my luxury real estate projects and am now keen on improving my Google Ads Quality Score. Specifically, what impact does increasing my quality score from an average of 6 to 8 have on my cost-per-click (CPC) and conversion rates? What are the top factors that contribute to a higher quality score and how can I monitor and optimize these factors to maintain a score above 8?
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1 Reply
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Google Ads Quality Score Analysis: Improving your quality score from 6 to 8 can reduce your CPC by up to 20% due to better ad positioning and increased relevance, resulting in higher ad engagement and potentially higher CTR. A higher quality score also improves your ad rank, which can lead to more favorable ad placements without increasing spending.
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Quality score is NOT a factor in ad rank. They say so themselves right here: https://support.google.com/google-ads/answer/6167118?sjid=15131193834168372598-EU
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Nice network of bots. Check out the post history of these users – all commenting on their own posts, all ChatGPT drivel.
* https://www.reddit.com/user/anirudhamudanYT
* https://www.reddit.com/user/HealthyAd4870
* https://www.reddit.com/user/OneWithForce07
* https://www.reddit.com/user/Beneficial_Plate6 -
Quality Score is the backbone of the whole system and indeed most other PPC platforms. It impacts how often your ads show (impression share), position (in conjunction with your bid) and how much you pay. This last one depends on who your competitor is, the ad below yours and their QS and bid.
Nobody can tell you that if you improve QS from 6 to 8 that your CPC will be down by a certain amount. It depends on competitors. It may not go down or if it does, not as much as you would think. It’s not a linear function; a 25% QS improvement does not translate into a 25% CPC reduction. It will however offer some protection of your CPC getting out of hand. It will also help with a higher impression share, higher positioning which will translate to higher CTR since higher ads get higher relative click rates, assuming the same bid. So it’s in your best interest to improve QS.
As for conversion rates, that’s your landing page’s job so if it doesn’t change, your CVR will be the same. I have found however that in many cases, higher ads get higher conversion rates. But I would optimize your landers to close the sale. Nobody makes a buying decision based on an ad.
The main factor in QS is your CTR relative to competitors, taking position into account. Attract the searchers with a good pitch and they will click more often. Keywords also factor in this, you need to be specific. Don’t bid on “dog” when selling dog food.
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We’ve been optimizing QS for months and it literally has a rare impact where CPC may go down, but plenty of low QS keywords working completely fine if not better than higher ranked. I wouldn’t focus on it so much.
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In short, don’t overwork Quality Score.
Focus on your top value keywords. Make sure your Ad Relevance is at least Average. If you see too many keywords with below average landing page experience, investigate to ensure your landing pages are optimized (which is good to do regardless).
In the too many years I’ve been doing this (I’ve gotta get out of this industry), once your campaign is solid, the biggest opportunities tend to be in just getting the messaging and user experience optimized so that your site is converting the traffic your campaign drives. That is far more valuable than getting your QS from from a 6 to a 7 or something similar.
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