All language subtitles for 02 - Build your quality score with keyword themes

- [Instructor] Have you ever been rewarded

for something you thought was just common sense?

Well, this is how Google Ads Quality Score works.

And this Quality Score principle works the same

for almost any other search advertising system.

Quality Score is a way of rewarding site owners

and marketers who maintain a good campaign

by improving and optimizing it.

A high Quality Score rewards advertisers

by reducing the amount that they pay for ad clicks.

In some cases, you could be paying half of your bid price

because of excellent campaign performance.

On the opposite side, advertisers who do not manage

their campaigns effectively, and simply put up ads

and never attempt to prove them,

they reduce their Quality Score.

Advertisers with low Quality Scores pay upwards

of the highest bid rate, which eats up their budgets.

Don't let Quality Score intimidate you though.

It's incredibly simple.

It's all about maintaining a clear theme

in your ad campaign.

If you bid on a keyword, you use that keyword

in your ad headline, in the URL and in the description.

Then you use that same keyword in the landing page, right?

These are the four elements of a Quality Score.

The words you use in the ad copy,

your click-through rate performance,

the relevance of the landing page,

which is the words you use on the landing page,

and the speed that your landing page loads.

If a searcher uses a key phrase,

they expect to see ads that reflect that same

or similar key phrase in the headline.

If the page URL uses the keyword,

it shows the content of the page specific to the keyword.

Then the landing page should reflect the same key phrase

as the headline, content and call to action.

It's all about presenting that consistent message

to the searcher that this is what they want.

Searchers won't click or convert

if the ad doesn't reflect their need,

or if the landing page doesn't present what they want.

Simple, right?

Just use the words you bid on in your ad copy.

That right there is the three main factors

of the Quality Score.

Add relevance, landing page relevance

to the keywords in your bid.

Now the next factor of the Quality Score

is a performance factor.

And that is the click-through rate.

This is the rate at which people click your ad

based on the number of impressions.

A good click-through rate means that people like your ad

and they find it relevant.

Google loves the click-through rate as a performance metric.

And again, this is simple.

Google's primary revenue is ad revenue.

They make money every time an ad is clicked.

It's in their best interest to reward advertisers

who have high click-through rates.

So in doing this, they give themselves greater opportunity

to make more money.

So what makes a good click-through rate?

Relevance of the keyword theme.

Does your ad answer the searcher's question?

The more relevant it is by using keywords,

offers, and calls to action, the more relevant it will be,

the more it will get clicked,

which increases your click-through rate,

which increases your Quality Score.

If you are running search ads,

when is the last time you reviewed your campaigns.

Review each campaign to ensure

that you have a clear keyword theme

running through each of your ad groups

in order to maximize your Quality Score and your budget.