If you have invested in Google Ads publicity to boost your business results and profits, but your marketing strategy seems ineffective, it is likely due to the Quality Score of your Google Ads campaigns. A low Quality Score indicates that your ad is not relevant and does not interest users. Google Ads publicity is a paid marketing strategy designed to promote your business, services, or products. Running a Google Ads campaign is not only costly but also expensive. If you have invested a significant amount in an ineffective strategy, you must be wondering: what is the best approach to follow?
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Why Did My Google Ads Publicity Fail?
Google Ads publicity does not yield the expected results if your Quality Score is low, i.e., 6 or below. It should achieve a score of 7 or higher, on a scale of 1 to 10, with 10 being the highest score.
Google Ads publicity is a paid SEA technique that allows an ad to be positioned in the top Google search results. It is an auction system for keywords that will rank sponsored links in the best position, even above naturally optimized sites, based on their Quality Score or QS (Quality Score).
A marketing agency specializing in digital performance audits can help you identify the blocking factors preventing your ad from succeeding and improve your Quality Score. To learn more, click here.
Here are the criteria that determine the Quality Score:
It is important that the Google ads campaign setup meets market needs to interest customers and prompt them to respond to your call to action according to your objective. Ensure your ad is precise. Avoid approximations in the formulation and writing of your offer. This can only lower the click-through rate on your campaign and will not convert visits into actions.
The Quality Score is determined by the combination of several performance criteria, including:
- Ad relevance
- Good keyword targeting
- Audience targeting
- Quality of your landing page
Improve Your Quality Score to Succeed in Your Google Ads Campaign
Google has found that advertisers tend to overlook the Quality Score when designing their Google Ads campaigns. Yet, this aspect is crucial, more so than the bid amount. To position a Google Ads ad, the advertiser must set the maximum cost-per-click or Max CPC of their service or product offer. Then, to determine the ad’s position, Google multiplies the Max CPC set by the advertiser by the Quality Score obtained based on the offer’s relevance. This means that the position of a Google Ads ad largely depends on the Quality Score.
Moreover, before choosing the campaign type, the advertiser must determine why they decided to invest in this ad. Note that each campaign type must correspond to a specific objective. For example, if you want to promote your products further to increase your revenue, the Shopping campaign is best suited to your goal. This type of campaign should be different if you wish to collect leads or improve your online visibility. All these parameters provide crucial details that will help improve the quality of your ad.
How to Succeed in Google Ads Publicity?
To succeed in your Google Ads campaign, many parameters must be considered, such as the network, language used, geographic targeting, setting up an effective action plan, and a well-thought-out bidding strategy, as well as scheduling broadcasts at a strategic time, etc.
Investing in Google Ads publicity is a good marketing strategy to gain online visibility, but you need to be able to manage your campaign effectively for it to be profitable. Indeed, launching a Google Ads campaign requires a lot of regular personal commitment to ensure constant optimization and perform tasks such as monitoring bid trends, tracking competitor positions, and adjusting your strategy according to market trends, etc.
Given the volume of information to manage effectively, it is recommended to enlist the help of a marketing agency specializing in digital performance audits and Google Ads campaign management. To help you make your investment profitable, do not hesitate to contact us.
