How We’re Getting Cheaper Clicks On Google Adwords

What are Google’s Quality Scores?

Quality Score is Google’s rating of the quality and relevance of your keywords and PPC ads. It is used to determine your cost per click (CPC) and is multiplied by your maximum bid to determine your ad rank in the ad auction process and can depend on a number of different factors:

  • Your click-through rate (CTR).
  • The relevance of each keyword to its ad group.
  • Quality and relevance of landing page.
  • Relevance of your ad text.
  • Your historical AdWords account performance.

Quality Scores have a significant influence over the cost and effectiveness of your paid search campaigns. They affect how your PPC ads perform and how much you pay for each click. Quality Scores combines the relevance of keywords, with user experience and generates the Quality Score.

When more people see your ad and click it, it’s a strong indication to Google that your ads are relevant and helpful to users and as a result, Google rewards higher ad rankings and lower costs.

Benefits of improving Quality Score

It has been established that Quality Score has a direct link on your PPC success, and by taking simple steps to optimising your Quality Score, it can result in a higher ROI. As higher Quality Scores results in lower cost per conversion – how much you pay when someone takes action on what you want them to i.e. signing up for a free trial or brochure, or making a product purchase. However, since not every click turns into a conversion, conversion rates are generally higher than cost per clicks, but a strong Quality Score lowers both cost per click and cost per conversion.

A high Quality Score is Google’s way of saying that your PPC ad meets your potential customer’s needs, and the better you are at doing that, the less you will be charged from Google for the ad click.

How to Improve Quality Score

As Quality Score determines where and how often your ads appear, it can be beneficial to your company to attempt to boost your rating by trying out these methods:

  • Keyword Research – Discover new and relevant keywords to add to your campaigns, long tail keywords can contribute to the overall traffic you receive.
  • Keyword Organisation – By splitting up your keywords into tight, organized groups, it can be tied to individual ad campaigns more effectively.
  • Refining Ad Text – PPC ad copy that is targeted more to individual ad groups is more effective at obtaining a higher click-through rate.
  • Optimizing Landing Pages – Create landing pages that connect directly with your ad groups.
  • Adding Negative Keywords – Research and exclude irrelevant search terms.

Quality Score is the measure of relevance and improving it entails structuring your PPC campaigns into small, well-organised groups of keywords, that can naturally improve the quality of your ads and content. This allows you to target the audience that are most likely to be searching for your products and services.

Low AdWords scores are a result of a disconnect between keywords, ad groups, ad text and landing page content. A high Quality Score comes when an AdWords account contains organized keywords in relevant keyword groups, ad texts that correspond with certain ad groups and landing pages that connect with the ads text’s offer.

There is no foolproof way to improve your Quality Score, however follow the tips in this article and you might be successful, let us know you get on!

Getting More Customer Calls

Did you know that with Google AdWords you can drive more calls and texts to your business, not just drive traffic to your website? You can with Google AdWords ‘Call-Only’ units and click-to-messages.

Pay Per Call

The Pay Per Call system works by a bidding system, similar to when you are bidding for a higher position on Google to drive traffic. However, this method works for advertisers using either a Google tracking number or their own number, to help drive business to a company, by calls. With Pay Per Call, the chosen number will appear with a call button next to it. This method is an advertising method recommended for advertisers who only want calls, as they will be able to bid exclusively on calls alone, as opposed to before where it was only possible to bid on clicks and calls combined, as calls were billed as clicks. Previously, marketers had to pay the same price regardless of whether users called or clicked.

Pay Per Call meets the needs of advertisers who want calls and want to avoid clicks or worrying about landing pages. The Pay Per Call option is completely customisable, as it enables the choice of how your number appears, and when it should appear with custom times, that you control.

Pay Per Call is also advantageous as it is optimised for a variety of different platforms. For example, your advert can be optimised for mobile phones, as you can choose whether to show an ad with URL and a phone number or just show the add with just a number. You can also customise the text ad for desktop and laptops, and text ads to be mobile optimised for ads on mobiles.

If it Pay Per Call is used with your own number, you will have access to standard performance data. However, if you are using Google’s extension number, you will gain access to more detailed call metrics, with Google forwarding.

If you would like any more information about Pay Per Call and how it can be beneficial for your business take a look here.


Another method of advertising is click-to-message, which is an easy but effective way to communicate to potential customers. As nearly two-thirds of smartphone users are messaging more than 5 times a day to communicate with others, it’s no surprise that messaging has become a viable way to advertise and reach a target audience.

Sending a text message, offers efficiency and effectiveness, as a conversation can be started or replied to within seconds, which means that valuable conversations can be initiated by tapping into one of the user’s most frequently used and most preferred methods of communication. Click-to-messages offers a faster consumer experience on mobile, that boasts flexibility, that can provide users with useful information that gets them one step closing to purchasing.

It’s known that 65% of people would consider messaging a business for information on a product or service, or to schedule an in-person appointment. Being the fastest, most effective way to connect, click-to-messages allows a business to send pre-written or custom text, a much faster way to connect with consumers on mobile to increase their conversion rates.

Click-to-messages offers a seamless and streamlined process of communication that increases brand trust. It also allows you as a company to respond in a quick and cost-effective way. Click-to-message allows the ability to engage with a business, in a way that’s comfortable for the user. Questions can also be asked and answered that are not on the website and when the office is closed, making it quick and convenient.

For a couple of examples of click-to-messages being utilised:

TravelPass Group utilised click-to-message and saw a 41% higher conversion rate compared to other ad-extensions.

Auto & General achieved an 80% conversion rate higher than before they utilised click-to-message, compared to other ad-extensions.

Quick Tip: Why We Use PPC For SEO

Now, when we’re first looking to market a product there will be some obvious keywords that we want to rank for organically or we want to advertise for. With Google Adwords you can set up an advert pretty much the same day, choose the keywords that you want to advertise for and get your ad running. You can find out pretty quickly whether you are going to make any sales from that keyword. So rather than just jumping in and trying to rank organically for certain keywords, we will set up test campaigns to find out which keywords are actually going to bring leads or sales, depending on what we’re trying to achieve.

Let’s say that we’re trying to sell a specific product, and we’ve got a keyword in mind. For example, we’re selling a red hairdryer, so we’ll try putting an advert together for “red hairdryers” which should bring sales. But, we could find that out tomorrow by running those ads, and we could find out how much it’s going to cost us to make a sale and how many hits to our website it’s going to take to make a sale. So there’s a lot of information there that we can find out very quickly because as you probably know, it takes a lot of time and effort to rank for a keyword organically.

Rather than spending all that time (it could take six months to rank for a keyword without knowing whether it’s going to bring any business), we’ll set up these quick campaigns. You don’t have to spend a lot of money, with a budget of just £10 you can run an ad for the day to see how much traffic it gets, the individual sales and how much it’s going to cost. If you make any of those sales – great! Then you’ll want to spend more effort ranking organically but also, we’ll probably want to keep our ads running on certain levels because you’re making a profit.