Size matters, but quality does the trick
Have you ever wondered how to keep the price of your Paid Ads low while ensuring they are generating conversions and bringing attention to your business?
How about ways to improve the results of a Pay per Click (PPC) campaign?
The holy grail of online marketing in the conquest of Google and Facebook fits in one word: quality.
“The mystery” is in the algorithms.
You’ve most likely heard of them, and might even know something about them, but surely you would like to understand them better. The tech giants keep their secrets safe, but through lots of trial and error, we’ve learned a little about them. We’re certain that quality is one of the main ingredients for success.
When you are investing your money in online ads, be sure that you keep up with the standards. Otherwise, you’ll end up with a big bill far from the results you aim for.
We invite you to enjoy some quality time here, reading more about the quality score of your ads.
1. What is Quality Score and why does it matter?
The price you pay for placing an ad in platforms like Google or Facebook is not fixed.
It depends on a number of factors, with quality score (or quality ranking) being one of the most important. And how do you get a good quality score? Well, to put it in the most simple way, you improve your ad quality by giving people what they are searching for or are interested in. Make them satisfied.
It’s not just about a good Click-Through Rate.
It’s about turning that click into a sale because the client read an ad that was accurate and easily found the product in the landing page he was sent to after clicking on it.
Even better is if he is willing to give positive feedback that will be used as a reference for the algorithm. Quality lowers the prices of your PPC (pay per click) ads and brings you new customers.
Google & Facebook each have their own metrics for Quality Score.
Algorithms of Google and Facebook are constantly evaluating the quality of the ads. They check which ones are generating positive interactions and which ones end up causing deception and complaints. Different companies use different methods but they share a common principle: reliable ads get a higher score than those who fail to deliver on their promise.
Quality directly affects the cost of your ads.
Have you heard about ad auctions?
Every time someone does a search on Google, the paid ads that appear in the results pages do not show up simply by chance.
Companies invest in keywords so that their ads will appear for someone who is searching for relevant terms, such as “vacation”, “home banking” or “affordable smartphone”. If you have a good ad rank, your chances of being in the top results of your area of business are high.
Price is determined by two factors – the amount you are willing to pay for each of the keywords you choose and your quality score.
On Facebook, the same principle applies.
Let’s say Tim describes himself in his public profile as a fishing pole expert, or that he often searches for content related to nautical activities.
The platform will automatically perform auctions between the ads of companies investing in the keywords that meet Tim’s preferences. To rank above your competitors in Tim’s search, you can pay less, if you have a better quality score.
As a bonus, ads with positive feedback earn a bigger chance of appearing on the user’s newsfeed.
Relevance, or, better said ad relevance has become the key element in Facebook ad ranking.
It combines three rankings:
- Engagement Rate
- Conversion Rate
- Quality Ranking
Your ad is always being compared to competing ads so the algorithm figures out which ones get better responses from their viewers.
This includes the amount of engagement it receives (Engagement Rate Ranking), the probability of accomplishing the objective of the campaign (Conversion Rate Ranking) and Quality Ranking, which takes into account how people react to the experience of being exposed to the ad.
Overall, if you invest in Facebook ads, you should have a solid understanding of the following:
- Bid value
- Estimated rate of actions
The holy trinity to a successful campaign on Facebook.
A low quality score might keep you from participating in the ad auction at all
Worse than being badly placed in the auction table is not to have the chance to bid at all. If your quality score is too low, the algorithm can simply exclude you from the competition.
This means that your ads will not appear on the most relevant searches or actions. It also means that the campaign will cost you a lot more for the placements that you do win.
2. It’s not all that hard to raise your quality score
Choose the right words, and monitor the right actions.
Put yourself in the shoes of someone that just clicked on your ad and ask yourself these four questions:
- Does the product or service you are selling deliver what you are promising in the ad?
- Is it easy to find what you are advertising once you are redirected to the landing page?
- Do you have enough information to convince the potential customer he’s doing the right choice by choosing your company?
- Are all the elements accurate and clear?
If the answer to all these questions is yes, you’re on the right path to increase the relevance, therefore the quality of your ads.
Also, be sure to adjust the ad match by using the right keywords. Research them extensively to make sure you’re using the most appropriate terms.
Try to improve the keyword organization by forming coherent groups and refine the ad text accordingly. Don’t forget that the choice of negative keywords (the terms you deliberately exclude to point to your business) is as important as words you want to be found by.
Don’t waste your budget on words that deviate the attention of the user from what matters.
Most of this is content-driven. More content around a topic typically means better quality.
There was a time – probably when having a first email account was somehow exciting – when you could fill a webpage with relevant keywords to ‘fool’ the search engines. This was called keyword stuffing.
Easy tricks could improve your online visibility, but now we live in a much different, much smarter time.
Algorithms of giants like Google or Facebook are designed to evaluate the inner consistency of the ads and the landing pages they connect.
It’s all about content. Good, solid, logical information improves your CTR, makes your customers spend more time on your website, and increases the chance of selling your services or products.
All these metrics are taken into consideration when Google or Facebook establishes your quality score or ranking.
Adding relevant and precise content available for those who are searching for it is one of the most simple ways of improving quality score.
Choose the right topics and include relevant information about them.
3. The strongest driver behind quality score on BOTH platforms is user experience
There is an old saying in advertising that never goes out of fashion “You never get a second chance to make a first impression”.
Online ads adhere to this rule.
You do not want to disappoint your audience. Your goal is to captivate as much attention as you can from the millions of people using the internet, but clickbait can bring much more damage you’d think to your business.
In a world where everyone is competing, be sure that your ads deliver a user experience that will put a smile on your customer’s face.
The machines operating Google or Facebook are always analyzing. Where do people click, how often do they repeat the same choices, how long do they stay in the landing pages, what are the results of that.
Good feedback from your clients brings return and reputation. In a close circle, it lowers the cost of your ads, thus increasing your margins. There is money on the table, but you must earn it.
4. Why does quality score matter to ecommerce companies?
As ads get cheaper, ROAS goes up, if conversion rates simply stay the same.
As we’ve seen before, quality is not just a metric that improves the chance of getting your ads shown above your competition, it’s also a very important component of price-fixing.
A good quality score means that you will pay less per click or impression. Google and Facebook reward those who provide positive interactions and relevant content to their users.
The ROAS (Return On Ad Spend) is a metric that evaluates the income your Paid Ads campaign is bringing to your business after ad costs.
Improving the quality score and quality ranking has a direct impact on the effectiveness of your online advertising. It’s the perfect equation: more customers with less investment.
By default, better quality ads mean higher conversions.
You want your ads to cause a positive response on those who have contact with them. But the ultimate goal is not to be the nicest business on Earth; in most cases, you are advertising because you want to sell.
Conversions act as the golden trophy you are after. The glorious path from the initial click to a completed sale.
Quality score helps you get on the right track. Not only because it decreases the costs of advertising, but because a high rate means that the chances of finding the right people for your products or services are much bigger.
If you’re interested in learning more about how to increase the quality score of your ads on Google or Facebook, send us a Message on Facebook, and let’s start a conversation.