High CPCs can kill your paid search margins. Many advertisers attempt to fix this by raising bids, but the secret to lower costs lies in Google's Quality Score. Conducting a Google Ads quality score audit helps you optimize ad relevance and landing page experience, giving you higher ad ranks for lower bids.
The 3 Pillars of Google Ads Quality Score
Quality Score is rated on a 1-10 scale and consists of:
- Expected Click-Through Rate (CTR): The likelihood that users click your ad.
- Ad Relevance: How closely your ad copy matches the searcher's query.
- Landing Page Experience: Page load speed, content relevance, and ease of navigation.
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Frequently Asked Questions (FAQs)
Aim for a score of 7/10 or higher. A score of 10/10 can give you up to a 50% discount on CPC.
Slow page load times or mismatched copy signals a bad user experience, which lowers your score.