5 Tips To Improve Quality Score And Ad Rank

20 September 2018 | | Pay Per Click

Quality Score and Ad Rank are important aspects of a Google Ad campaign. These metrics directly impact the effectiveness of your campaign. You may have seen messages from Google that warns of adverts not showing due to a ‘low Ad Rank’. If you see this, you need to improve your Quality Score.

Ad Rank is made up of these factors:

  • Bid amount
  • Quality Score
  • Context of search
  • Ad format and extensions.

So, improving the Quality Score will help improve your overall Ad Rank.

Quality Score it is made up of three components:

  • Expected click through rate (CTR)
  • Ad relevance
  • Landing page experience

The Quality Score can be seen within the keyword section and is rated on a scale of 1-10. You can also see a breakdown of each component of the Quality Score, which is a helpful way to explore your optimisation options.

5 tips to help improve your Quality Score and Ad Rank:

  • Targeted ad groups

Create targeted ad groups. This method allows you to include relevant keywords coupled with relevant adverts. Look at your keywords and try to group them into similar themes. Then create a separate ad group for each theme. Ad groups can be small – don’t be afraid to start off with fewer, targeted, keywords and gradually build them up as more search terms are triggered.

  • Relevant ad copy

By having smaller more targeted ad groups, you will be able to achieve relevant ad copy. When writing your adverts, be sure to include the keywords within the copy itself. This will help increase relevancy and in turn the campaign’s CTR.

  • Ad extensions

Include as many ad extensions as possible. Google takes this into consideration when ranking ads, and likes to see businesses using extensions effectively. There are plenty to choose from, but not all are suitable for every account. For dental practices, I recommend using the following extensions: site links, callouts, structured snippets, call and location. If you are running a special offer, the promotion extension can also be utilised.

  • Landing page quality

Each landing page should be carefully designed to give a good user experience. Landing pages need to answer the search query and offer relevant information to the user, so ensure you are using the right keywords within the content. Landing pages should also load quickly, be secure, offer a clear call to action and be easy to navigate on all screen types.

  • Location targeting

Make sure you are targeting the most effective locations. View your geographical report and review the click-through rates of each location. If there are locations generating high levels of impressions, but low clicks, it might be worthwhile excluding them. This is because these locations are pushing down the campaign’s overall CTR, in turn reducing Quality Score and Ad Rank.

If you need help optimising your account to improve Quality Score and Ad Rank please give us a call on 01202 677 277.

More posts from our team


Previous Post:
Next Post:

Back to all news

Reviews2024
Five Star
Reviewed Marketing
5 gold stars
google review logofacebook review with 5 stars
"Excellent service from James at Dental Design, thank you very much for your prompt attention whenever I get in touch! Would definitely recommend to a friend" Alison Tarmey View Full Testimonial
Google reviews logo "Would definitely recommend to a friend"
5 gold stars
"As a dental practice manager I cannot recommend Dental Design highly enough. They are just brilliant at what they do. Lucy and her colleagues are just an email or a phone call away...." Emma Smith View Full Testimonial
Google reviews logo "I cannot recommend Dental Design highly enough"
5 gold stars
"Really great company to deal with. They always respond quickly and are truly reliable. I would 100% recommend, the staff are so friendly and helpful." Michelle Molloy View Full Testimonial
Google reviews logo "Really great company to deal with"
5 gold stars
"I got increased traffic and new patients applying to my surgery, once Dental Design upgraded my website. They are very professional, efficient & adaptive to new situations..." Joanna Gallop View Full Testimonial
Google reviews logo "Very professional, efficient & adaptive to new situations"
5 gold stars
"Lucy has been a star, responding to and acting upon our requests in a prompt, efficient and professional manner, as well as the rest of the Dental Design team..." Abhay Shah View Full Testimonial
Google reviews logo "I cannot recommend them highly enough"
5 gold stars
"...Since the website has been up and running Lucy Mander has been our point of contact. She has been invaluable and gone out of her way to help us, especially during COVID-19 lockdown... " Lucy Jones View Full Testimonial
Google reviews logo "Has been invaluable and gone out of her way to help us"
5 gold stars
"Thank you for all your help and support, and the provision of valuable learning aids for our patients and staff alike in these difficult times. We love the look of our practice website. Very professional!" Sandra Luck View Full Testimonial
Google reviews logo "We love the look of our practice website. Very professional!"
5 gold stars
"Dental Design stood out both in their knowledge of the industry and their professionalism and can-do attitude. All of their staff are exceptionally competent and knowledgeable..." Harvey Rook View Full Testimonial
Google reviews logo "Dental Design stood out both in their knowledge of the industry and their professionalism"
5 gold stars
"Having done extensive research into all the dental website companies, the team and package offered at dental design was unrivalled..." Neil Shah View Full Testimonial
Google reviews logo "The team and package offered at dental design was unrivalled"
5 gold stars
"The team at dental design (especially Rosie) are absolutely fantastic and are always on hand to help. They are professional, friendly and extremely efficient. Rosie always gets back..." KiKi Wilmot View Full Testimonial
Google reviews logo "absolutely fantastic and are always on hand to help"
5 gold stars
"Dental Design are fantastic to work with, our website is amazing and the support they provide is second to none. Our account manager Rosie L is a fabulous point..." Luke Lucas View Full Testimonial
Google reviews logo "Dental Design are fantastic to work with"
5 gold stars
"Having worked with the Dental Design team for the last six months, I've found them not only helpful, but friendly and approachable too. I bombard Marcus with regular..." Sophie Harper View Full Testimonial
Google reviews logo "always met with a swift and professional response"
5 gold stars
desk with branded documents