It’s the thing that makes Adwords tick; the thing that gets juices flowing at all of the big marketing conferences. To say that Quality Score grabs most of the headlines when it comes to PPC chat would be an understatement; it’s something that every person who is looking to get a foothold in the industry needs to learn.

Of course, there’s learning what Quality Score is, and how you can use it to your advantage. Those that can do the latter, like Assertive Media, gain the plaudits along with higher ad positions and lower costs. Ultimately, that’s going to be the end goal of PPC advertising (along with conversions, of course).

Bearing this in mind, today’s task is to take a look at three ways in which you can boost the Quality Score of keywords on your account. Let’s take a look at some of the main ways in-detail.

The importance of relevant ad copy

As you’ll soon see, improving your Quality Score certainly isn’t an exact science. The changes are usually simple, and this first falls into this category.

While changing ad copy might seem like a mundane task, it’s absolutely essential to keep on top of things. You need to make sure that each of your ads has copy which relates to your keywords. For example, if you are advertising “purple widgets“, make sure you reference “purple widgets” in each of your ads.

Studies have shown that this isn’t just going to boost your Quality Score, but it’s also going to benefit your CTR.

Use smaller, but targeted, ad groups

One of the most common mistakes when it comes to PPC advertising is throwing all of your keywords into one ad group. Sure, this is the fastest way to do things, but in terms of efficiency it’s one of the worst things you can do.

You should be looking to split your ad groups as targeted as possible. This links to the previous point; by being really granular with your ad groups you can also make sure that every ad which is serving the group contains the relevant keywords.

By doing the above, things become much more targeted, and you can start to optimize and eradicate any poor performing keywords (or maybe even ad groups) if you notice certain trends.

Make sure your landing pages are in order

Something else that is going to impact your Quality Score emphatically are your landing pages. Again, this might be one of those so-called boring tasks, but get this wrong and you’ll soon see a lot of low numbers in the Quality Score column.

Again, it’s all about relevancy. It’s all about making sure that each landing page corresponds to the relevant ad. This is something that so many accounts get wrong; they simply point the destination URL to the homepage and then wonder why their ad isn’t performing. Give the user what they are looking for, and watch your Quality Score soar as a result.