Have you ever wondered where your ads stand in relation to your competitors? This information is available at your fingertips with Google’s Ad’s Quality Score. With a ranking ranging from one to ten, it was designed as a diagnostic to help advertisers assess their ad relevance and keyword quality through the lens of users. Its calculation considers click-through rates, ad relevance, and landing page experience. The higher your Quality Score, the more relevant your landing page and ads are to searchers. With this information at your disposal, you’ll be better informed on improving performance across each of your ads, landing pages, and keywords.
Here are three strategies you can use to fully optimize your quality score and ultimately improve your user experience.
1. Have a solid keyword strategy.
In addition to conducting thorough research on relevant and trending keywords for your industry, you’ll want to place them in the most opportune places within your content. If keywords aren’t your strong suit, you can always utilize one of several free and paid keyword selection tools that will do all of the research for you. You can even view the metrics associated with each recommendation, such as competition and search volume. When placing keywords, ensure you’ve considered locations like title tags, alt text, meta descriptions, and header tags. It may also help to utilize keyword mapping, where you assign keywords to each page in the form of clusters to create a structured funnel that coordinates seamlessly with your site navigation.
2. Tweak your landing page.
One of your top priorities in auditing your landing page should be relevance. Comb through the page to ensure the copy is consistent with your Google Ad and overall website. Mimic the keywords, tone, and call-to-actions that were used on each. The page’s design should be simple, easy to navigate, and loads quickly, similar to your larger site. This will help establish reliability and trust, which will be necessary for conversions. Remember that each element should support the same main goal–whether it’s increasing tours, signing leases, or making contacts.
3. Track your performance over time.
This recommendation may not come as a surprise, but it is often the most underutilized tactic. Tracking website and Google Ads campaign performance often is essential to improving one’s Quality Score. Google allows customers to view past Quality Scores for several reporting periods so that you can easily track your success. If you notice that the needle hasn’t moved much, you’ll want to take another deep dive into your landing page and website to ensure keywords are fully optimized, the content remains relevant, and the site is user-friendly.
Rentbot can help.
If you’re looking to elevate your Quality Score, Rentbot can help. In addition to delivering conversion-optimized websites, we also offer proven SEO and Google Ads services to ensure you remain seen and relevant to high-quality, move-in-ready leads. Rentbot is a proud member of Google Partners and has helped deliver proven results to multifamily clients–both large and small. And, with affordable, flat rates, you won’t have to break the bank to experience the results your site deserves. Learn more about our advanced SEO and Google Ads services here.
About the Author
Jonsette Calloway joined the Rentbot team in 2015. With a background in public relations, advertising, and copywriting, she has helped many clients achieve their marketing and communications goals within various fields, but she particularly enjoys working with the apartment industry.