Simple Ways To Improve Google Ads Ad Rank and Quality Score
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All right what's up everyone welcome to the Surfside PPC youtube channel today...
all right what's up everyone welcome to the Surfside PPC youtube channel today I'm gonna be going over five factors that impact your Google ads ad rank so this is actually going to be of the Surfside PPC marketing lesson number 14 I'm gonna go over these five factors and I'm gonna use some examples from Google ads as well so the five factors are listed below so number one is gonna be your historical click-through rate so Google is gonna look at your click-through rate over time and use that to determine and expected click-through rate every time that your ad enters the ad auction so number two is going to be the quality and relevancy of your ads and your landing pages so both of these need to really flow together your ads needs to really match your landing pages and you need to have quality advertisements and quality landing pages and you really want them to be as relevant as possible to the search terms that people are typing in so number three to continue with that is gonna be the context of the person's search so the exact search term that they type in compared to the keyword that you're targeting the device that
They're using how well you perform with those devices over time the location the...
they're using how well you perform with those devices over time the location the user is in so wherever the user is actually physically located as they make that search on a specific device and every other user signal that they take into account so all those things are gonna fall into this category of the context of the person's search so number four is gonna be the relevancy and quality of your Google ad extensions so obviously you're not probably able to use every single ad extension available through Google Ads but you should really use every single one that you can for your business so if you have a physical location you should be using location extensions if you can accept phone calls you should be using call extensions everyone should be using sitelink extensions call-out extensions and probably structured snippets those the three that should apply to pretty much every business and then all the other ones that you can use you should be using and you want to make them as relevant as possible you really want to add your ad extensions to the ad group level and number five last but not least is your bid so ultimately the goal of Google Ads is to have the lowest bids
Possible and the highest possible ad rank so that means that you're spending...
possible and the highest possible ad rank so that means that you're spending the least amount per click compared to your competitors so one way to look at it is if we look at this table here so we have for different advertisers you can see at rank is scored from 80 down to 10 so think of ad rank as is basically a 0 through 100 score where Google is looking at all these different factors here and they're gonna give you a score every time you enter the ad auction so every time someone types something in a search term it matches one of your keywords Google is gonna look at all these different factors and give you an ad rank score now based on that ad rank score if you win the ad auction you will get the absolute top impression if you are second in the ad auction you might get that second position - right underneath advertiser a you're gonna have position number two and then so on and so forth so position 3 and position 4 so ultimately what you want obviously is to be in this absolute top percentage as much as possible and you really want to be in this top percentage so when you're looking at the search results you
Don't want your advertisements to always be appearing on the bottom page or even...
don't want your advertisements to always be appearing on the bottom page or even on the second page of search results you really want them to be appearing at the very top of the search results and the way you can achieve that is by improving your ad rank so what I'm gonna do is go into Google Ads now when I go and I'm gonna go through some different tips and strategies that will help you improve your ad rank so if I open my Google Ads account now and I've used some of these examples in the past before so if you've already watched on my other ad rank videos you might see some similar examples here but what I'm gonna show you is I have a search campaign here so it's a pretty small search campaign right now I do plan on expanding it over time but what I'm doing is I'm looking at the farmhouse shelves ad group so if I look at this specific ad group I'm gonna be able to see my targeted keywords see my ads for that ad group but before I do that I want to scroll over a little bit so in the columns you can actually look at what your quality score is now Google isn't using specifically this quality score every time you enter the ad auction they're using the other factors that I just showed you now all of those might make up what
Google does call a quality score but the way Google calculates your quality score...
Google does call a quality score but the way Google calculates your quality score is they don't say okay someone typed in farmhouse shelves right now it's seven out of ten because that's what it's showing right here a quality score is basically an estimation of what your ad rank score is going to be before the bid and Google's using real time factors every time someone typed something in they're taking to account so many different use signals so it can be very complicated to figure everything out but really what you want to do is make sure you have organized campaigns so if you look right here I only have six ad groups in this campaign but all of the ad groups are very organized the keywords are very relevant to the advertisements and each individual ad group has its own landing pages so when I do something like farmhouse sinks and then stainless steel farmhouse sinks and farmhouse copper sinks they all have different advertisements that all match the keywords in each individual ad group and all of them are going to the best possible landing page so I'm not sending all three of these different ad groups to one farmhouse sinks landing page I'm sending them to the proper landing page the advertisements match and I'm also
Using ad extensions that match each individual ad group as well so I'm gonna...
using ad extensions that match each individual ad group as well so I'm gonna be using farmhouse shelves that it's an example here so if I click on it you're gonna see I'm only targeting three keywords in this ad group I recently added this keyword in one of my previous video tutorials so as you can see the quality score right here for that one is only five out of ten and one of the main reasons is the ad relevance is showing below average compared to above average for the other two options here so what I've done is first as I've gone to my ads and you can see some of them are under review right now so I just updated all four of these advertisements so I have two responsive search ads running I have two expanded text ads running so if we open up one of the responsive search ads here we click on edit you can see I'm taking advantage of every different headline that we can use if I scroll down I'm taking advantage of all the different descriptions we can use as well so I have a bunch of different headlines I have some pins for position 1 position 2 and position 3 and if we look over to the right-hand side they'll give us some sample ads that might run when people do search my targeted
Keywords I'm also using a couple different landing pages so if we come...
keywords I'm also using a couple different landing pages so if we come back over here we can see the quality and relevance of your ads and landing pages so the only way to really know how quality and how relevant your ads and landing pages are in the eyes of Google is to test so what I like to do is upload multiple advertisements and you could even duplicate your advertisement so when you're creating your advertisements you can duplicate them and send them to a couple different landing pages on your website if you can do that so I have this final URL here farmhouse shelves and you can see it's going to send people to a page that looks just like this so it's kind of a blog post I'll format there's a listing of products when people come in it is a very relevant landing page hopefully Google deems it quality and relevant I mean it should be considering the keywords on the page and then the other landing page that I'm using as well if I come over here is a product category landing page so it's actually the shop page on my website so when people come in they can see some different categories um so they're gonna see farmhouse wall shelves
Here so that's one of the keywords that I just added recently and then as I...
here so that's one of the keywords that I just added recently and then as I scroll down there's gonna be a bunch of different shelves for sale so ultimately the landing pages should be very relevant to the keywords that people are typing in if we come back over here to Google you can see my advertisement uses a lot of different headlines I have four different descriptions here I even have my display URL shows farm house shelves so it should be as relevant as possible now if I click on save so I have four different advertisements under review I'm actually testing multiple landing pages so for step one I should be in good shape with the step two here the quality and relevance of my ads and landing pages should be in pretty good shape so we come back over here I'm gonna go to keywords again so click-through rate is really gonna be compared to your competitors you do want to be above 2% so for this keyword I have a pretty good click-through right here and if we come over you can see my expected click-through rate is average for all three of them so my goal is to get them above average so one way to do that is
By making good ads like I just showed you the other way to do that is to look...
by making good ads like I just showed you the other way to do that is to look at your search terms report so if we click on search terms here so I can see the different search terms that have triggered my advertisements and then you can start adding some negative keywords so if you look at impressions here mainly I'm getting it through farmhouse shells farmhouse shelving so what I might want to do is add farmhouse shelving to my keywords or I might want to exclude it all together or I might want to create a completely separate a group with it I also want to make sure I include this keyword in my advertisements so I don't actually have it in my advertisements right now so what I can do is come back over to my ads and make sure that in my responsive search ad maybe I changed one of the fields here so we'll click on edit so we'll come down instead of Best farmhouse style shelves here I'll just do farmhouse shelf so now I know that this can match that individual keyword there we'll click on save new version so that will help overall with the overall relevancy of my advertisements compared to the actual search terms that people
Are typing in so we come back over to keywords here we're looking at search...
are typing in so we come back over to keywords here we're looking at search terms again you can see farmhouse floating shelves so this is another thing I can create a new targeted keyword with fart with farmhouse floating shelves so a few different options that we have there so one of the things you can do to really make sure that your ads are relevant to the search terms so this is gonna help with a couple different things so quality of your and relevance of your ads and also the context of the person's search so search term device location user signals is we come back over here what I can do is under search keywords I'll take farmhouse floating shelves and farmhouse shelving will add them as keywords will do exact match keywords okay so we just put the brackets around them okay we'll click on save so now if we come back over to our targeted search keywords here you can see we've added a couple new exact match keywords to our ad group and what we can do is if we come to our ads again so I want to come to my responsive search ad again so we're gonna click on edit and I can do this in multiple ads I'm just gonna do it in one for now so we have farmhouse
Shelving here what we can do is rather than just doing something like farmhouse...
shelving here what we can do is rather than just doing something like farmhouse shelves we'll keep it just like this and we'll use dynamic keyword insertion so we'll go key word farmhouse shelves and that's it we'll scroll down to the bottom and click on save new version so what that's gonna do is if you're not familiar with dynamic keyword insertion is when someone does type in one of my targeted keywords it'll change farmhouse shelves to whatever targeted keyword they typed in so it'll either be farmhouse shelves farmhouse wall shelves farmhouse shelving or farmhouse floating shelves so if I come over to ads and extensions again I can do with my expanded text ads as well so I'll come over here to my expanded text ad so instead of having just farmhouse shelves we're gonna make sure that our actual ad is matching the search term that people are typing in as closely as possible and the reason we do it like this so we do capital K and capital W here is so that it capitalizes each individual word in our advertised so if someone types in farm house shelves it's gonna look just like this
If someone types in farmhouse wall shelves even if they type it in all...
if someone types in farmhouse wall shelves even if they type it in all lowercase so if they do farmhouse wall shelves all lowercase here it'll still appear in our advertisement like farmhouse wall shelves so obviously don't look at this over to the left-hand side just look at this so this is what our headline would look like because we capitalize the K and the W so that's kind of how dynamic keyword insertion works we do have a tutorial on our channel about that so I'll make sure I'll put that in the video description if you're not completely familiar with it so we can click on save and create extensions and we don't need to do extensions right now so that's one way to make sure that your ads are really relevant you're also taking in people's context so every time they type in a specific search term it's as targeted as possible now the other thing we can do is if we come to keywords here we look at search terms again we can start adding some negative keywords so I've already added DIY as a negative keyword since I don't have anything related to DIY on my landing pages I don't really want to target that keyword I can make sure farmhouse wooden shelves I can also add that to my ad group so that's just
Another thing we can do right now I can do farm shelves so it's showing it's...
another thing we can do right now I can do farm shelves so it's showing it's already a closed variant but you can still add that keyword as an exact match if you want to especially if it's something that's getting a lot of different impressions and then the other thing you can do is take some of these different keywords and start adding them to your landing page and make sure you're really matching what people are typing in now you might want not want to do it if it's something with one impression one click but as you start getting more impressions on certain keywords the more targeted your landing pages can be to the actual search terms people are typing in it's only gonna help with your landing page relevance so the next thing I want to do is go over ad extensions real quick so if I click on ads and extensions again you can see we have our ads here so they should be improved now you want to continue to improve and update your advertisements to make sure they're really matching what people are typing in so we can click on extensions now and you should be using ad group level extensions so I'm just looking at my call-out extensions here for farm house shelves you can see I have shelf brackets top rated farm shelves shelves with hooks floating shells new farmhouse shelves
And top rated farmhouse decor so hopefully Google just picks out the best...
and top rated farmhouse decor so hopefully Google just picks out the best possible call-out extensions based on what people are typing in but the more you have the better it's gonna perform over time and you really want to use them in the a group level to make sure things are as targeted as possible the next thing we're gonna do is look at sitelink extensions so if I click here and you should add as many as possible to your a group now call extensions message extensions those could just be campaign level it really depends on your campaign location extension can also be campaign level price extension you would want to add to the ad group level so if you have specific prices on the services in each and individual ad group or the products in each individual ad group app can be just the campaign level extension so a few different options you have there so we have sitelink extensions showing we have four different sitelink extensions just different pages on our website and they're all related to shelves so gonna be really relevant so just another thing when we're going through the factors here so you can see relevancy and
Quality of ad extensions so that's kind of how I'm how to improve the top four...
quality of ad extensions so that's kind of how I'm how to improve the top four things your historical click-through rate will improve as you improve the quality of your ads the quality of your landing pages and really focus on the context of what people are typing in and the quality of your ad extensions now last but not least is your bid so your bid plays a really important factor in your ad rank but you really want to focus on the top four things first because the more organized your campaign is the lower you can actually bid over time so we're gonna open up Google Ads again so we're gonna do is come to my campaign now and we're gonna come to settings here so if we click on settings you're gonna see bidding here maximize conversions so I actually like to use the portfolio bid strategies so right now I'm just using maximize conversions and what I'm going to do is come up to tools here at the top and I'm gonna come in to bid strategies under shared library so right now I have a target ROAS farmhouse goal search a bid strategy that's inactive so I'm gonna create a new bid strategy here now one thing is if you are using a maximize
Conversions bidding strategy you can actually use max CPC bids but we're...
conversions bidding strategy you can actually use max CPC bids but we're going to use target return on adspend here and it's gonna say that recommended target return on adspend is 122 point seven four that might change as we select our campaign so with our campaign that's showing 130 point one six percent so a positive return not spend we'll click on done here so I'm gonna do okay so we're gonna name our bid strategy here farmhouse goal search target return on adspend and we're gonna use the recommended target return on adspend here that they're showing so we're just gonna copy and paste it we can come to Advanced Options we can set maximum bid limits for our search campaign if we want to so maybe I don't want to bid any more than three dollars so that'll just limit me a little bit so if I do three dollars it should be fine for farmhouse decor now this is really gonna vary across industries so certain industries are much more competitive where you might have to set maximum bid limits upwards of ten fifteen twenty dollars and other industries you can do maybe two dollars or less but you really don't want to
Limit yourself too much so with a three dollar maximum bid limit I should still...
limit yourself too much so with a three dollar maximum bid limit I should still keep my campaign wide open while making sure that I'm not bidding too high if some of my competitors are bidding really high for the top position in search results so with a maximum bid limit of three dollars it'll make sure my bids are competitive and by using an automated bidding strategy Google can optimize my bid automatically using a lot of the different user signals that I talked about previously like the device people are using the location they are they are the actual search term they type in so Google is gonna take into account all of those different signals and they're gonna optimize my bid automatically and they're just gonna focus on driving me a return on adspend of one hundred thirty percent or above so I can click on save here and it's gonna apply to my campaign and when you add a new bid strategy to your campaign it's gonna say learning new strategy until it's active and the main thing you really need so if we come back over here if we come to our campaign level so we're just gonna look at all of our search campaigns so you can see I've driven 15 conversions over here in the
Last 30 days that's really where you want to be if you're driving at least 15...
last 30 days that's really where you want to be if you're driving at least 15 conversions in a 30 day period then you can start switching to things like target CPA target return on adspend and really focus on driving more conversions and conversion value and by allowing Google to optimize your bids for you you're gonna get more and more out of your search campaigns so hopefully that helps with ad rank I don't focus on just Quality Score you really want to focus on all these different factors and then take into account your bid and how important it is for your bid to really be focused on driving conversions for your business so if you have any specific questions please leave them in the comment section thanks for watching our YouTube video and make sure you subscribe to the Surfside PPC youtube channel
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