This document discusses how to improve Quality Score in Google AdWords to increase advertising effectiveness and lower costs. It explains that Quality Score is a numerical rating of ad quality that affects ad ranking and pricing. Higher Quality Scores result in lower effective costs through discounts. The document provides tips for improving Quality Scores such as optimizing click-through rate, ad relevance to keywords, landing page quality, and using tightly targeted ad groups. Reaching out to an AdWords specialist can also help address any Quality Score issues.

1. Mastering Quality Score How to Increase Quality Scores & Improve AdWords Results

2. What is Quality Score? A numerical assessment of how good your ad is. Designed to: Keep spammers out of the top results Give discounts to advertisers who follow the rules Make sure users only see ads that might actually be interesting Good for users Good for advertisers Good for Google

3. How is Quality Score Used?

4. Order of Ads – Google’s Original Auction Model Golf Clubs Ads ranked by BID

5. Order of Ads - Google’s Auction Model + Quality Score Golf Clubs Ads ranked by BID times QUALITY SCORE

6. The Price You Pay - Discounts for better Quality Score Bid x QS Of Lower Advertiser My Cost My QS

7. Discounts for better Quality Score (example) Bid x QS Of Lower Advertiser My Cost My QS

8. How Does Google Calculate Quality Score? *not to scale

9. How do I get better Quality Scores? CTR Clicks CTR Impressions Show your ads to fewer people Day-part Geo-target Use phrase, exact (or modified broad) match Use negatives Get more people to click on your ads Write clever ad text that shows you have what users are looking for. Show your ads to people who are more likely to click on them Use more tightly related, long tail keywords

10. How do I get better Quality Scores? Relevance Show Google that your ad is relevant to the keywords in your ad group Use keywords in your ad text The tighter your list of keywords, the easier this is. Golf clubs Golf shoes Golf balls Golf pants Golf bags Golf putters Golf gloves Golf tees Golf carts Golf clubs set Golf clubs complete set Set of golf clubs Golf clubs full set Golf clubs irons set Complete set of golf clubs Golf clubs in a set

11. How do I get better Quality Scores? Landing Page Follow Google’s rules Write relevant, original content Use keywords in your landing page copy Be upfront about the information you collect and your business model Have good load-time with minimal pop-ups etc.

12. Making Small, Tight, Relevant Ad Groups Golf clubs Golf clubs set Golf clubs complete set Set of golf clubs Golf clubs full set Golf clubs irons set Complete set of golf clubs Golf clubs in a set Golf club sets Golf balls Ladies golf clubs Golf clubs Golf shoes Golf balls Golf pants Golf bags Golf putters Golf gloves Golf tees Golf carts Golf shoes Ping golf clubs Golf pants Golf bag stand Junior golf bag stand Best golf bag stand Black golf bag stand Ladies golf bag stand Golf bags Golf bag stand Golf putters Travel golf bag Golf gloves Callaway golf bag Golf tees Golf carts

13. How can we help?

14. Questions, Comments, Concerns Andy Stefano PPC Specialist astefano@wordstream.com