Google has recently added additional transparency and reporting to the Quality Score (QS) metric which has an important role in determining the ad rank. The quality score of an ad depends on 3 components - CTR (Click Through Rate), Ad Relevance and Landing Page Experience. Among these components, Expected CTR is considered as the most important one. Major search engines like Google and Bing want their marketers to improve the ad relevancy (CTR) in order to generate revenues for the marketers as well as themselves.

Google continuously informs its marketers for improving QS of their ads. The bonafide strategy of improving QS can provide your business with an edge in paid search. This edge keeps your business in line or ahead of your competitors and brings profitable volume for your business too. To improve the quality score, here are a few changes that you can do in your AdWords campaign:

Organize Your Accounts: A poorly structured campaigns or ad groups results in the low-quality score. So, organize your AdWords account in a properly structured way.

Target Keywords: When your ad copy includes the targeted keywords in an ad group, your CTR goes up and thus QS enhances.

Improve Targeting: Use proper negative keywords to prevent the PPC budget from getting wasted. Having a deep insight will let you understand the negative keywords. Target locations and audiences as per the popularity to remain top in SERP.

Improve Conversion Rate: Whether you are operating an eCommerce business, B2B business, B2B websites or service business then you should create ads in order to improve the conversion rate. It can be done through targeting the popular product or service.

Focus On Mobile-Friendliness: Linking your ad with the mobile friendly website is highly beneficial to get improved conversion rate. Google also prioritize the mobile friendly websites.

These strategies help in enhancing the engagement and quality score of your ad campaigns. These strategies in accordance with a reputable PPC advertising company will be helpful in bringing a huge amount of CTR. Apart from enhancing the search performance and building an effective ad campaign strategy, there are some additional things that can help in improving the conversion rates. For example, if you are a retail eCommerce owner then you should increase the shopping cart size so that the customer making a purchase on your website could feel comfortable. Enhancing your social media profiles on Facebook, Twitter and LinkedIn will also be helpful in establishing the brand awareness to the wide range of audiences.