Mastering Relevancy Score and Quality Score: A Complete Guide for Marketers

Struggling to make successful ad campaigns online? The secret lies in two powerful metrics - Relevancy Score and Quality Score that can influence the effectiveness of your paid search campaigns. Unlock their full potential and ensure better ad placements while gaining a competitive advantage!

What is the Relevance Score?

Relevance Score is a metric of Facebook that measures the quality and engagement of your advertisements. Your Facebook page's relevance score is valuable as it determines the CTR on Facebook and how frequently this platform shows your ad. Relevance Score is presented as a number between 1 and 10.

How to Improve Relevance Score?

The ways one can improve the Facebook relevance score are:

1. Specific Targeting

You are supposed to craft ads that meet the exact needs of a specific group. Targeting a granular audience group helps you boost your relevance score organically. This task becomes easier when you leverage advanced tools to target a specific group who have taken specific action on your website.

2. Craft Great Ads

Nowadays, people tend to scroll mindlessly, making it a habit. The chances of them not skipping over your ad are very low unless you publish something truly unmissable. Hence, create awesomely effective Facebook ads and ensure audience retention.

What is a Quality Score?

Quality Score is a metric of Google that measures the quality and relevance of your PPC ads and keywords. The score depends on several crucial factors, including your CTR, landing page quality and relevance, relevance of the text attached to the ad, relevance of each keyword to its ad group, and your Google Ads performance history. 

How Quality Score is Calculated?

Basically, the calculation of the quality Score depends on the combined performance of 3 major factors in digital marketing:

• Expected Click-Through-Rate (CTR): The chances that consumers will click on your ad when shown.
• Ad Relevance: It means how relevant your ad is to the specific user’s search intent. 
• Landing Page Experience: It denotes how relevant and useful your landing page is to the users who click on your ad.

Each factor mentioned above is calculated with a status of "Below average," "Average," and "Above average". Advertisers calculate the number by comparing the ad performance with other advertisers who targeted the same keyword in the past 90 days.

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How to Improve Quality Score in Google Ads?

Boosting quality score can be done by focusing on several key areas:

1. Find Relevant Keywords 

Look for highly relevant keywords for your ad campaigns. Try to incorporate long-tail keywords that can contribute to boosting overall traffic.

2. Refine Ad Text 

Examine your PPC ad text before launching your campaign. Keep it more targeted, considering ad groups. Remember, more targeted ads mean higher CTR, one of the smartest ways to increase quality scores.

3. Organise Your Ad Groups

Set up targeted ad groups based on product categories. For instance, you can create ad groups for your women's clothing brand like "summer wear," "party wear," "casual wear," "bottom wear," and so on. 

4. Maintain Consistency

Ensure your landing page perfectly aligns with the offerings that are shown in your ad. For example, if your ad promotes "Up to 75% off on shoes," your landing page should convey this message, displaying a collection of discounted footwear.

5. Add Negative Keywords

You can use negative keywords in your ads to prevent showing irrelevant queries. Suppose you sell luxury watches. Then, add words like "cheap" or "cost-effective" and "affordable" as negative keywords so you can avoid clicks from customers looking for budget-friendly watches.

Also Read:- GTM or Go-to-Market Strategy: Everything You Need to Know

How to Check Quality Scores in Google Ads?

Here’s how you need to check:

Step 1: Sign in to your Google Ads account. Then, click the button “Campaigns” > “Audiences, keywords, and content” > “Search keywords.”

Step 2: After that, look at the upper right corner and click "Columns” > “Modify columns”

Step 3: Opt for the “Quality Score” menu, then drop down under “Modify columns for keywords.”

Step 4: Mark all the checkboxes under the “Quality Score” segment that are “Quality Score,” “Ad relevance,” “Exp. CTR,” and “Landing page exp.”

Step 5: To see the previous Google Ads Quality Score for a selected period, mark the boxes with the "(hist.)" extension next to them.

Step 6: Then click the "Apply" button. 

At this point, you’ll find your keyword dashboard along with Quality Scores and the other necessary data.

Bottom Line

Relevancy Score and Quality Score - Mastering these two metrics of online ad platforms can elevate your ad performance and maximise ROI. But true expertise comes with in-depth learning. 

Ready to take your skills further? 

Opt for a trusted source like Amity Online and enroll in an online digital marketing course! Our course equips you with the necessary skills, tools, and insights to stay ahead in the ever-evolving world of online advertising!