How to Unlock Google’s Hidden Score Lowers Your PPC Cost

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Stocks are volatile, inflation is rising, and talk of a global recession is growing. In this economy, you cannot waste money. You want to make an immediate significant impact and find the fastest path to revenue. And pay-per-click (PPC) strategies are commonly used by businesses looking to conduct a pay-per-click advertising campaign.

But it’s not that simple. Google clearly stated that it ranks original, high-quality content higher in search results. And as a digital marketer, I’ve noticed that Google expects the same quality of clicks in its ads as it does with organic search. Search engines aren’t looking for an organization that only gets a few clicks on their landing page to convert directly, especially since that organization already has its own shopping board for that.

Most people assume that all businesses pay the same price for advertising. However, accounts that create hundreds of quality campaigns and provide authentic user experiences are rated higher than those that don’t. Google even incentivizes these advertising strategies by offering up to 90% off quality campaigns, so you’ll spend $0.10 for every $1 the average person spends. same click on keyword. In other words, with a fully optimized campaign, you can get 10x results for the same spend.

Raising your score is a priority

When you create a good campaign with great content that customers are searching for, it adds value to not only your customer journey but also Google’s. The search giant wants people to find what they’re looking for efficiently and quickly so they continue to trust their platform. When a customer clicks through, Google assigns a corresponding Quality Score based on how they reacted from there (time spent on the page or where they continued).


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This calculation directly affects your PPC cost, so it is essential to improve your Google Ads Quality Score. It uses a scale of 1 to 10 and when you get eight or more you will start getting a substantial discount from Google. Therefore, positioning and enhancing this score should be a top priority for your PPC marketing strategy. Getting insights into managing Quality Scores can also save you money in the long run.

Understanding Google Quality Score

Now that we know that Google Quality Score exists, we should understand how it is calculated. While Google usually sticks to its tag, there are three main components of this Quality Score that we know for sure, and they are no different from what makes a good website SEO-friendly.

page loading speed

Website loading speed is a top priority when building and configuring a website. According to Cloudflare, Big corporations like Mobify and Walmart have improved conversions by up to 2% just by shortening page load time by up to one second. Whether it’s loaded on mobile or desktop, the faster your page loads, the better it will perform.

Because that is the most important factor, you should constantly aim for Optimize page speed. Doing so involves cleaning up unnecessary JavaScript or CSS-based third-party cookies; optimize image size, format and rendering; and make sure you have a dynamic website that adapts to any screen size. You might also consider a content delivery network if you handle large volumes of content.

Content quality

The quality of your content is the second thing that will affect your Quality Score. With SEO, this means building a conversion funnel with an informative and informative blog about your company, such as an “About Us” page. But PPC is different — you don’t want people to visit your website and get lost in the mess. Instead, you can create dedicated landing page for your PPC campaigns without headers and footers.

Streamlined pages encourage people to visit and do exactly what you want, whether it’s filling out a form, calling, or signing up for a free trial. You can even use white label reports to collect interests and email requests to build valuable lists. Whichever approach you take, you should provide enough value to encourage engagement match the user’s search intent.

Click-through rate

Last is click-through rate (CTR), the ultimate metric that measures the effectiveness of an ad campaign itself. Your PPC posts should be directly relevant to the user’s search context and clearly explain why someone should click on them. The more clicks you get, the cheaper each last click becomes.

You will gain a competitive advantage by learning how to use tools, systems and processes to the highest possible efficiency. And, this helps you stand out in the market as you can legally tell customers that you can potentially reduce PPC costs by 25%, let alone 75% or more.

Find and improve your Google Ads Quality Score

Now you know about Google Quality Score and how to improve it, it’s time to explore the quality of your own ads. To find Quality Score, sign in to your Google Ads account and select “Keywords” from the upper left menu. Then, click the column icon in the upper-right corner and open the “Quality Score” section under “Modify columns for keywords.” After clicking “Apply” you will see the “Quality Score” displayed and can implement PPC strategies to raise this score.

We’ve found that by making this an essential measured metric, you’ll see a direct impact on your bottom line.

Ross Denny is the president and co-founder of Ezzeya digital marketing company based in Scottsdale, Arizona.

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