What is Google Ads Quality Score? (Explained for Allied Health Practices)

Imagine someone in your area is searching online for a physio or a psychologist and your practice is at the top of the search results. That’s the power of Google Ads. But there’s one key ingredient that can make or break your ads: Google Ads Quality Score. If you’re new to Google Ads don’t worry. By the end of this article you’ll know what Quality Score is, why it’s important and how you can improve it so your ads work harder for you.

What is Google Ads Quality Score?

Let’s get to the basics. Quality Score is a metric that Google uses to measure the relevance and quality of your ads, keywords and landing pages. Think of it as a report card for your ads, with scores from 1 to 10. A higher score means better performance in the Google Ads auction and better advertising.

There are three main components of Quality Score:

1. Expected CTR (Click-Through Rate): This is an estimate of how likely your ad will be clicked when shown.
2. Ad Relevance: This measures how well your ad matches the search intent of the user.
3. Landing Page Experience: This measures how relevant and useful your landing page is to the person who clicks on your ad.

Why Quality Score Matters

You’re probably thinking, “Why should I care about my Quality Score?” Well a good Quality Score can impact your Google Ads performance in three main ways:

1. Ad Rank: This determines where your ad shows on the search results page. Higher Quality Scores mean your ad will show in a top position.
2. Cost-Per-Click (CPC): A higher Quality Score can lower the cost per click of your ad.
3. Ad Position: Better Quality Scores mean better ad positions so your ads are more visible to potential clients.

In short, improving your Quality Score means better ads at a lower cost.

Quality Score Components Explained

Expected CTR

• What it is: CTR is an estimate of how many people will click on your ad after seeing it. Google calculates this based on historical data from your ads and similar ads.
• How to improve CTR: To increase your CTR make sure your ads have clear and compelling calls to action. Highlight what sets your practice apart. For example if you offer a free initial consultation make that the hero of your ad.

Ad Relevance

• What it is: Ad relevance measures how well your ad matches the user’s search intent. If someone searches for “back pain physiotherapy” your ad should address that need.
• How to improve ad relevance: Make sure your ad copy matches the keywords you’re targeting. Use specific language that talks about the services you offer. For example if you specialise in sports injuries mention that in your ad.

Landing Page Experience

• What it is: This component measures the user’s experience once they click on your ad and land on your website. Google looks at factors like page speed, mobile-friendliness and the relevance of the content to the ad.
• How to optimise landing pages: Make sure your landing pages are fast, mobile-friendly and closely related to the ad content. If your ad promises information about chronic pain management your landing page should deliver that with clear and useful information.

How to Improve Your Quality Score

Improving your Quality Score involves:

1. Research and Select the Right Keywords: Use Google Keyword Planner to find keywords for your services. Think about what your potential clients are searching for and tailor your keywords to that.
2. Write Compelling Ad Copy: Write ads that are clear, relevant and engaging. Highlight what sets your practice apart and include strong calls to action.
3. Optimise Landing Pages: Make sure your landing pages provide a good user experience and are relevant to your ads. Include helpful information, make it easy to navigate and load fast.
4. Regularly Review and Adjust: Monitor your ads and make changes as needed. This ongoing process will keep your ads relevant and effective.

Benefits of High Quality Score

When you have a high Quality Score you get:

• Lower Costs Per Click: You’ll pay less per click and get more bang for your buck.
• Better Ad Positions: Your ads will show in higher positions and more visibility.
• Higher Return on Investment (ROI): Efficient ad spend means better overall performance and more clients for your practice.

Common Mistakes to Avoid

Even with the best of intentions we can make mistakes that hurt our Quality Score. Here are a few to watch out for:

• Keyword Stuffing: Overloading your ad or landing page with keywords makes them less effective and harder to read.
• Irrelevant Ad Copy: Make sure your ad copy matches the keywords and landing page content. Misleading or vague ads will frustrate users.
• Poor Landing Page Design: A confusing or slow loading landing page will lose users. Focus on a smooth and helpful user experience.

Examples

Case Study: Physiotherapy Practice Quality Score Improvement

• The Problem: A physiotherapy practice had a low Quality Score due to generic ad copy and slow loading landing pages. Their ads weren’t performing and they were paying too much per click.
• The Plan: They rewrote their ad copy to include specific services and benefits, optimised landing page speed and made the site mobile friendly.
• The Execution: They implemented these changes and monitored for a few weeks.
• The Results: Quality Score went from 4 to 8. This resulted in 20% lower CPC and 30% higher CTR. More traffic to the site and more bookings.

Conclusion

Your Google Ads Quality Score is key to your ad campaign’s success. By focusing on expected CTR, ad relevance and landing page experience you can improve your Quality Score, reduce costs and attract more clients to your allied health practice. Start today and if you need help, get in touch to discuss your Google Ads.

Ready to see better results from your Google Ads? Book a call today.