Achieving a high Google AdWords quality score is essential to get better results in your Google AdWords campaigns and lower your ads cost. In this blog post I will show you why a trustworthy landing page can make all the difference, and if you don’t have one, how a simple landing page with trustworthy elements built in it can give you good results.
Let’s get started by understanding the Google AdWords quality score also referred as the keyword score.
Improve your Google AdWords quality score
Keeping in mind that you want to focus on conversions, you might sometimes want to know even more about settings and keywords, and more about how your cost per click is calculated, but remember that the more distracted you get from the main thing of conversions, the more you are liable to make mistakes. With that said, let’s go into the “Instructor” campaign.
One of the big factors that decides how much it costs for you to get a click and how high you rank on the term is what’s called your Keyword Score.
You get to it by going to “Keywords,” then you go under “Status” and you hover over it. I have got a 10/10 Google AdWords quality score and I can tell you that I did not start at this quality score. I worked up to this and you get that by giving users a very good experience with your ads. That means ad users click on the ad, go to a landing page where they don’t immediately back out, and having a landing page that is very relevant to what happens.
Our user experience, more generally on Google, is the complete behavioral pattern that users show to Google. The best user experience is a click on an ad, a landing page and no return back to the search term. That’s how Google calculates this Google AdWords quality score.
The expected click-through rate is based on your existing click-through rate, and ad relevance is related to rather people actually are looking for that ad or not. That includes whether your keywords are actually in the ad, that your advertising includes things like the domain it is on, and it can include things like how often users are clicking on the term in all. There are lots of things Google can put into ad relevance.
The landing page experience is how often users are staying on the page versus backing out of it. If a user clicks on an ad and back straight out of it, Google knows that they had a bad landing page experience and that also theoretically can affect your ad relevance.
If people click on your ad but back straight out of the landing page, that’s a good click-through rate, but it is a low ad relevance and a low landing page experience.
For this keyword, I have got a good expected click-through rate, an ad that’s relevant and a landing page that users are likely to spend time on, and that’s how you get a good Google AdWords quality score.
If you look at this one below, I had an 8/10, and it is better to just use one keyword that has a very high quality score than it is to go for a bunch of clicks.
The thing is that you can only start by doing your best with what you have, and you may have to work from a low Google AdWords quality score and work your way up.
Types of keywords can affect your Google AdWords quality score
The second factor with keywords is the type of match it is and it can affect the traffic you receive, the user experience and Google AdWords quality score.
If you look at the match for this keyword, this is an Exact match keyword.
People must exactly type Udemy, it must be spelled this way and it must exactly be in there.
Broad match or Phrase match are the other types you can have, but since this is one word, then I just need the word Udemy in it.
If I had two words, an Exact match would have to be the phrase typed out exactly, but if I had a Phrase match, the phrase could be included anywhere in a bigger search term. This Exact match means that people must be searching specifically for “Udemy” and it is indicated with brackets like this [keyword].
Now, if I had it on Broad match like this one below, people could misspell Udemy and they could have things somewhat related to Udemy. The user actually wouldn’t even have to put the word Udemy in there, and it could be something reasonably similar that Google figures out is relevant.
It could be something like e-learning or online learning. This Broad match gives Google a wide opportunity to choose different keywords.
Then, if you choose Phrase match you have to have that exact phrase in there and it is indicated with quotes like this: “keyword”
Phrase match and Exact match have pretty subtle differences, but you should know that it is better to hit exactly on a specific term if you want to have relevant ads.
If you want more traffic, using a more Broad match term is likely to get you more traffic, like this broad match term has, but it also doesn’t have as much relevance.
I’m currently getting the maximum amount of traffic I can on this [udemy] exact match keyword. I’m showing ads on nearly every single impression possible.
You notice that my average position on this exact match keyword is 1.0.
When someone exactly searches for this in Google, it is almost certain to show my ad first, even if another advertiser is bidding higher than me. The reason is that Google knows this is likely to provide the best user experience. They would rather provide a user with a good experience at a lower cost than usually, than to take more money for not as good of an experience.
What you see below is that exactly, my cost per click was higher and my average position was lower.
Knowing these different types of keyword, you can make now the best types of ads, but you will find lots of frustration more than likely in messing with keywords though, because if you are trying to get traffic and you use an exact match keyword, lots of time you will find that you don’t get very much traffic from that keyword.
Broad match, Exact match or Phrase match keywords can have a different Google AdWords quality score and trying them for the same keyword can help you find the best quality score, and lower your cost.
Again, sometimes you can just get lucky and things will work out right, but now that you know the different types of keyword matches, you have the ability to create your ads with different types of keyword matching in mind.
If you want to have a great Google AdWords quality score like this 10/10 I have below, or even just an 8/10, the key to doing that is having a trustworthy landing page, and especially made for conversions.
You can see that the cost per conversion on these ads I’ve made is where it is because of the landing page.
The landing page is absolutely critical in the sense of having a trustworthy relevant landing page.
What do I mean by trustworthy?
One of the main things you can do to be trustworthy is to have a domain name that’s recognizable.
Udemy.com is one of the top thousand websites in the entire world.
I’m banking on the fact that when someone is searching for Udemy and sees that my ad goes to a Udemy.com landing page, that’s very trustworthy.
This promotes a high click-through rate as you can see below, and then it promotes a good cost per conversion as well.
When you see that all of that work together, it is incredibly important to have a trustworthy landing page. If you are not having success, usually the problem is the landing page. Now, you could have picked the wrong keywords or the wrong product, but if you know your products are already selling, then it is just a matter of matching the ads up and making the landing page perfect.
These Google ads I had encouraged me to make a better landing page because I could see that my conversion rate plummeted anytime I did something people didn’t like on it.
That includes having a title that people didn’t like, having a subtitle which not clearly explain that you should take the course and for what reason.
If the reviews weren’t good or the promo video wasn’t good, if the description and all of the materials all the way down the page didn’t come out good, the conversion rate instantly plummeted.
With a conversion page like this, everything on the page is all about conversion. I find a video tends to be very helpful, and in this particular video I show people how to click the “Take This Course” button and enroll in the course, which helps to get the conversion rate up.
When I had problems with my Google ads, when things weren’t running as good, changes I made to the landing page produced the most notable and significant increases in the conversion rate and Google AdWords quality score.
You might feel kind of helpless lots of times in the actual Google AdWords interface looking at it saying, “Why aren’t my ads working?”
Most of the work you can do to get your ads working better, to get a higher Google AdWords quality score, is on the landing page.
One of the few things that will make it harder is if you use a domain that is not recognizable, which often could be your own domain, then it is harder to have a trustworthy landing page because of the simple fact that people have never been there before.
Udemy.com works good because it is trustworthy. If you don’t have a domain name that’s recognizable, sometimes doing things like putting it on a recognizable domain somewhere can help you get a lot better result, and this goes all the way back to the product too.
I’m doing ads for a Udemy audience and then the product is on Udemy, which is ideal, but lots of times you won’t be able to have a good keyword quality score and a good conversion rate if your ads don’t send people to a trustworthy relevant domain.
Let’s look at another example.
These are my friend’s ads and as you can see the cost per conversion is very low, it is much less than mine on the “Buy Bitcoin” campaign.
If you go look at the Google AdWords quality score, you will see that his keyword quality scores are in the area of mine and a little lower actually.
You will also notice that the average position is a bit lower because there is more competition on those terms.
This is one of the ads below and I’m going to show you the actual landing page.
The destination URL, wallofcoins.com/en/orders/, is the landing page and this is how it looks like.
Now, here is a different thing that’s very helpful for a landing page.
What you will notice is that it is a very simple landing page, there is not a lot of flair and it is very simple. What you can see is that they have the Chat, and it is just where you can really make up for having a landing page that’s not recognizable.
Most of the people searching have likely never been on wallofcoins.com, but when you have something like a Chat, it encourages them to talk with you, especially if they look at this and say, “I’m not sure,” or when you have something like this, that is minimal interference. There is one clear purpose on this landing page, you are here to talk about buying Bitcoin, that’s obviously what you are here for, you can go through and supply a Bitcoin address and you can start buying Bitcoins.
Let’s say you want to buy a $1,000 of Bitcoin, you can start immediately with what there is to do on the page without having to even put your information in.
So even though this is not a recognizable domain, at least outside the Bitcoin world, you can see it is a very simple landing page that allows the user to interact with a Chat and it allows them to experience everything, except actually getting the Bitcoins immediately without even having an account.
You can see the actual price, how much you can get and the Bank options available.
You will notice that these Bank options that are being available promotes trust a lot: Regions, Chase, Bank of America. These banks are all different based on where you search from and how much money you put in.
You have got trustworthy elements built in and you have simplicity. If you don’t have a recognizable URL, you can make your website simple and interactive, and when there is appropriate context, you have the chance to do things like have recognizable names up there.
Now at the same time, doing it in an environment where it is deceptive such as throwing CNN or Fox News on your website when you have never actually been featured there, that’s not a good thing for trust. If it is relevant, go through and put trustworthy elements on in, make the page simple, trustworthy and add a Chat.
I know that my friend has a lot of success grabbing people in the Chat. They land there and are not sure of what to do, but they do know they can chat and talk to someone.
I just showed you two different examples of campaigns with good Google AdWords quality scores that are converting, that are using different types of landing pages with different types of trust elements and good quality scores.
If you want to succeed on Google AdWords those things are very helpful to keep in mind.
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