Improve Your Brands Quality Score to Reduce CPC

. 2 min read

by Ana Bedoya

Quality Score is a diagnostic tool meant to give you a sense of how well your ad quality compares to other advertisers, according to Google.

This score is measured on a scale from 1-10 and available at the keyword level. A higher Quality Score means that your ad and landing page are more relevant and useful to someone searching for your keyword, compared to other advertisers.

Simply said, the higher your Quality Score, the lower your cost per click.

At Jump, our clients have less than 15% poor quality score on keywords, whereas the industry average is about 33%.

Background: How is Quality Score Calculated?

Click-Through Rate

CTR is a keyword-related factor that measures how likely it is someone will click your ad when searching for the keyword associated with it. In determining Quality Score, expected CTR is based on the idea that the user’s search term will match your keyword exactly.

Ad Relevance

Ad Relevance is also related to your keyword, it is measuring how important an ad is in relation to a user's searches. Google calculates this score by determining if you’ve built out ad groups for each set of closely related keywords rather than having a long list of words grouped into just one ad group.

Landing Page Experience

Landing Page UX is measuring how relevant and useful your website’s landing page will be to those people who click on your ad. The score is evaluated on its content and how closely it is related to your user's keyword search.

The Hack:

Jump developed a simple script that allows us to dynamically update a client’s landing page headlines to match keyword and ad headlines at scale.

This proprietary tool includes a few lines of HTML code that can be applied to any client landing page. To implement, the Jump team confirms the HTML code has been applied successfully to the client's LP and then adds a UTM tag to the specific ads that are serving within a campaign.

Within that UTM tag, we are able to add a specific set of copy, that is deemed relevant, that will then update the headline or body copy of the landing page the ad is driving to. Not to mention, this script can also be used to dynamically update imagery on a landing page!

One of the largest benefits for our clients is that they no longer need to host and maintain dozens of landing pages to improve their Quality Score, since Jump has offered them a quick and efficient solution.

This simple solution doubled Quality Score and reduced CPC by 39% overnight for a client of ours.

Normal Campaign: Had non-brand keywords with headline 1 optimized at the ad group level and regular landing pages used for all channels.

Dynamic AD and LP:
We doubled the quality score and reduced CPC by 39% for the same set of keywords by optimizing the ad and landing page headlines.