Improve Your Google AdWords Quality Score Like A Pro

Jonathan Williams
Aug 8, 2017 · 3 min read

Today I’m going to talk about improving your ad words quality score, but you need to understand 2 things:

1. Your adwords account structure; and

2. What Google wants

So before we talk about that, let me talk a little bit about quality score. For anybody who doesn’t know, quality score is how Google decides whether your page is good or not. And based on your quality score, you may be able to get more clicks or cheaper clicks inside your Adwords account.

So if you’ve ever wondered how to get more clicks or cheaper clicks with Adwords, quality score is really important for you.

Let’s talk about account structure

Inside your Google Adwords account, you have a campaign. I normally name my campaign about a product or the website that I’m promoting. And then inside the campaign, you have Ad groups. Inside your Ad groups, you have keywords, you have your ads, and you have your landing page.

Now, the old way of structuring your account was to have an Ad group and you would have just as many keywords in there as possible, and then you have your ads and your landing page.

Well, that just doesn’t really work anymore. You can possibly make it work, but that’s not the best way to structure things. And then as time progress, as people get better and better — Google told people they wanted you to get better. You then needed to create multiple Ad groups that were themed around a specific keyword.

For example, if you have a product about dog training, you might have an ad group about puppy training, dog training, dog training toys, potty training — you know, each of these are different Ad groups and they have keywords inside them related to that specific sub-topic.

What we do and what I believe is the evolution and how to get the best possible quality score is creating Ad groups that have only 1 keyword in there and 1 landing page for every keyword.

So that’s what we do, we create one Ad group that has 1 keyword in there and one landing page and we have a couple of Ads in there.

And the reason why is the second thing that I told you that Google wants.

Google wants relevancy

In order to show them that you’re relevant you need to show them that when somebody types in your keyword, your page is extremely relevant to that keyword.

If you have a lot of different keywords in there, it’s hard to make your page relevant to all those keywords because you need to include them in your title tag, in your URL, in the image ALT tags, in the body paragraphs, the links, and all those stuff.

So what we do is we just take the extra step to create a separate landing page for each keyword . But each keyword in its own Ad group and that will get your quality score way high — you know we’re talking about 7’s, 8’s, and 9’s.

Lastly, I structure my Ad Groups with a SKWAG (Single Key Word Ad Group) I’ll make a post on this later but it allows me to get pretty much 10 QS with key word rich ads — just make sure your landing page is just as good.

Jonathan Williams
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