- Hey guys, Sammy from KeyCommerce.com
and today I'm going to show you
how to make more profit in your Google Ads account,
by improving your quality scores.
(upbeat music)
This is all part of optimizing an account.
If you can play by Google's rules then you can make
so much more money from your account,
because you can pay less
for your clicks than your competitors.
So how do we make more profits?
Well, there are a few ways that we can do this.
We can get more sales without increasing
our average Cost Per Conversion
or we can reduce our average Cost Per Conversion,
while maintaining the same sales amount.
So how do we do this guys?
We can do this in Google Ads
by focusing on creating the best buying experience.
And Google is going to reward us
handsomely for doing this.
So how do we actually do this?
We do this by improving our quality scores.
Quality scores are one of Google's
measurements in our accounts.
It's basically a way for Google to grade your keywords
and Google wants you to have
the highest quality score possible.
If you increase your quality score
and get it as high as possible,
then Google's gonna reward you
by letting you get those clicks for cheaper
than what your competitors would pay, how?
Because it's all about the Google Ads auction
and how it works.
Google calculates how much you actually pay-per-click
and what position you get, based on your ad rank.
And this is based on a simple formula,
your maximum cost-per-click
multiplied by your quality score
and you do have control over both of these sides.
You can just raise your maximum cost-per-click,
which is just telling Google,
hey, I'll pay more for that keyword.
This is a good strategy
if you are already profitable
and you wanna get more clicks.
But you can also improve your quality score,
which improves your ad rank without having to pay more
or increase your maximum cost-per-click.
And really when we're optimizing our accounts
this is where we want to start.
The quality score is pretty easy to increase
if you just follow some basic rules.
It's made up of three parts,
ad relevancy, landing page experience,
and expected click-through rate.
And all these three measurements
are all closely related to improving the buying,
the whole customer journey of our customers.
So guys, if you actually improve the ad relevancy
you make those ads much more relevant
to the person searching.
Then that's going to improve the ad relevancy metric
and also improve click-through rates.
And if you send them to the right landing page,
a good landing page, that's relevant to them
and help solve their problem,
then that's also going to improve
the landing page experience.
If you can get your quality score guys
to eight, nine, or even 10
then that means you're going to pay less per click,
you're going to be more profitable
and those customers are going to have
a better journey, towards the conversion.
Now the quality score is visible
in your Google Search Campaigns
but it also exists for Google Shopping.
You just can't see it in the metrics.
If you follow these same basic principles
you can also improve your Google Shopping campaigns too.
Okay guys so in your account,
to see your quality scores
go to the keyword level.
So it says Search Keywords here
so I'm in the keyword level in the campaign,
go to columns, modify columns,
go to quality score, click this.
Now we only wanna select four of these.
The actual quality score, expected CTR,
landing page experience,
and ad relevance, click apply.
We can now see, the quality scores
here for each keyword and the three breakdowns
for expected CTR, landing page experience, and ad relevancy.
See how they're above average for all of these
but this one ad relevancy is actually below average.
So we can see here, okay we need to improve
the ad relevancy for this keyword here
and that's when you can dive in,
and diagnose the problem.
You're gonna see this for all your keywords
as long as you have enough clicks
and enough search volume to have that data.
Okay, now we know where to find
our quality scores in our account.
How do we actually improve them?
Here are some simple tips.
One, make sure that the text
of your search campaigns directly speaks
and answers what that person is searching for,
when they search on Google.
This is all part of the ad relevancy.
Making sure that your ads,
are relevant to the keywords and the search queries.
And this is so important guys,
it's just good for an overall
better experience for your customers.
If they are searching for, buy lemon trees online
then we want the show our ad
that says lemon trees online.
We don't wanna try and say, buy orange trees here
because they're not searching for an orange tree,
they're searching for a lemon tree.
This means that not only the ad will say lemon trees
but we're gonna send them to a page,
like a product page, that has lemon trees.
And this is all part of the landing page experience too,
which is part of the quality score.
So to reiterate, make sure that your ad
is really targeted towards
what that person is searching for,
and then make sure the destination
where you send them, the landing page
is also relevant to that person.
So don't send them to a homepage
send them to a product page,
or at least a collections page.
And guys this really depends
on what they're searching for.
What keywords you're using to capture their traffic.
Really use your marketing brain here.
Think, think about how you can best help them
get to where they want to go.
How can you get them to that place,
where they can buy your product
with the least amount of friction possible.
The least amount of clicks,
just get them straight to where they wanna go.
They can read about your product
and then they can purchase.
Okay guys, so I want to illustrate this for you
very, very clearly.
I'm in this campaign here
and we've split up the ad groups
based on different themes here.
New Zealand SIM card, USA SIM card, Europe SIM card.
Now this means that this ad group
is only going to include keywords and ads about Europe.
This one about New Zealand.
Now you see that these are different
because we wanted to talk to people
that didn't use card in the actual search query,
and so you can do that.
You can distinguish and granularize
the different ad groups
based on what people search with.
And this is the power of Google Ads,
ad groups, keywords, and ads.
So let me show you something, the Europe SIM card,
we've got all these different keywords
that are all about the Europe SIM card.
And there's a bit of variation
in internationals SIM card Europe,
but we've chosen to put these
all in the same ad group here
'cause we're using a themed-method here
so they're all about Europe.
Because we believe, people searching for Europe SIM card
they are quite a similar group of people.
We then go over to the ads guys, check this out.
Europe SIM card, 12 gigabytes of this.
So it's all about the Europe SIM card
even here Europe, you know it's all up.
Europe is in the description,
it's all there about Europe.
Now, the final URL
this is also a page that has Europe on it.
It's all about Europe, so the Europe SIM cards
we're sending them straight to where they wanna go.
They're looking for Europe SIM,
the ad says, Europe SIM here, buy it here.
They click the ad, it goes to this page
and this is all part of what I'm explaining here,
about making sure your ads are very relevant
towards that search query
and then sending them to the right place.
If you follow this process guys
your quality scores are going to be so much better
than if you just put everything
in one ad group, in one campaign
and just a heap of ads that are all not as relevant.
Okay guys, and going back
to the actual quality score for these keywords,
you'll see that they're all eight, nine, 10 out of 10
because we have all these things dialed in.
Especially the landing page experience
and the ad relevancy.
You can improve the expected CTR
by also just bidding higher
'cause that's gonna you know
put you up high in the results.
It's gonna increase your CTR on average
by being position one or two.
But you can also improve that by improving
the actual relevancy of that ad.
So this is proof is in the pudding.
We've got really high quality scores.
So we're gonna pay a lot less for our clicks,
than potentially competitors.
It makes us much more profitable.
Tip number two, the next tip is
don't use the same ad for all your keywords.
Just like I showed you in that video.
Make sure you change your ad based on different keywords
and don't just copy and paste across your whole account.
You can keep things similar like often,
I'll reuse descriptions and bits of the ad
but really the more targeted
you can make that ad toward that keyword,
that search query the person is using,
the better it's going to be,
the better your quality score,
and the cheaper, and more profitable
your campaigns will be.
And guys this is why ad groups
are so important and so powerful.
Use them to split up your ads within your campaign
and match the right keywords to those ads.
The next tip, is to also test your ads
and find out what works.
This is an ongoing process where you want to test
two or three ads at the same time.
After you get, say 200 clicks across that ad group
across those two or three ads,
you can then look at what performed well.
Which one had the higher click-through rate,
which one had the better return on Ad Spend,
pause the losers, keep the winners
and then test new ads based on those winners.
You'll find that your ads
get better and better over time,
as you keep testing and find out what works.
This is going to be better for your ad relevancy
and more importantly, your click-through rates.
How do you decide which ad is a winner
and which is a loser?
Well, there are actually so many ways to do this
and many tests that you can run
but a really simple way to do it,
is looking at the click-through rate, the CTR
and also looking at the Return On Ad Spend.
A high click-through rate indicates,
that people are more likely to click that ad.
But we also really care about the profit
that that ad is generating.
Maybe only certain people click this ad
which results in a really high CTR
but those people don't actually convert.
This is why it's good to have a balanced approach.
On one hand, we wanna increase our quality scores
and pay less per click,
but on the other hand, we also wanna get more sales
and more profits for our e-commerce store.
The next tip is, make sure you optimize your website.
Your landing page experience.
A part of the quality score
is made up of many different factors.
Google is going to be looking
at the speed of your page and your website,
as well as how people interact with that page.
If your traffic goes to your website
but immediately clicks the back button on their browser
and then clicks a competitors ad,
then that tells Google
that your website probably sucks
and doesn't answer what they're looking for.
This is why you need to try everything you can
to keep that person on your site
and to get them to convert.
A big thing that most e-commerce stores
struggle with, is page speed.
Make sure your website loads fast
and test out individual pages.
You can use Google's PageSpeed tester.
There's another one called GTmetrix.
I'll leave some links in the description
so you can check out these page speed testers
and try them out on your own e-commerce store.
These sites will even tell you exactly
what you need to fix on your website.
There's so much to go over here
for website optimization,
but the best advice I can give you
is to really understand your customers,
and speak to them directly using their language
and optimize based on how you can best serve them.
Trust me, very few e-commerce stores
are actually optimizing their website
I'd say less than 1%.
Most just throw up a basic Shopify theme
and then call it a day,
but guys, this just won't fly.
The stores that I've worked with
and helped to scale into the millions,
were ones that we're obsessed
with optimizing their website.
They were changing it almost every single week
with incremental improvements.
Always testing, always improving.
Just imagine a physical store guys.
Even if a physical store
has the best products in the world,
if you walk in and it's dusty,
it's dark, it smells like crap,
and the sales person is rude,
you're not gonna stay there for long
and you're probably not gonna buy anything.
You do a full 180 and walk out again.
And guys I've actually made a full free course
that shows you how to optimize your website,
especially for beginners.
It's called "Product Page Mastery."
It's 100% free, there's no catch
and it's over here on my website.
I'll leave a link in the description
and in the comment section.
I really recommend you sign up
go through that course, improve your website.
If you follow what I teach there
it's going to have a huge impact on your store
your pages, your customers, and your conversion rate.
It's also going to help your quality score too.
So you can see that improving your quality score
is much more than just working
within your Google Ads account.
It's about improving the whole buying experience
for your customers.
If you do this, then you're going to get
much better results from your Google Ads campaigns.
Google will reward you with cheaper clicks
which means more profits in your bank account
at the end of each month, and who doesn't love that.
Okay guys, that's it for today.
If you found this video useful
please give it a thumbs up.
Also let me know in the comments below,
hey Sam, this was a useful video.
And if you wanna keep learning more
about growing your e-commerce store,
subscribe, follow me, as you grow your own store.
Anyway guys, thanks for watching
and I'll see you in the next video, bye for now.
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