Advertising quality score is a complex system composed of multiple dynamic factors. It cannot be revealed immediately through simple adjustments at the ad group and keyword levels. For detailed practical steps, you can continue reading the text~
1. Campaign, ad group and keyword structure
We need to carefully plan our campaigns and ad groups to ensure that each ad group focuses on closely related keywords. This way, your ads can match these keywords more accurately and perform better. This refined approach not only optimizes ads, but also improves quality scores.
On the contrary, if the keywords in the ad group are disorganized, it will be difficult to accurately customize the ads. At this time, the relevance of the ads will be reduced and the click-through rate will be affected. Therefore, refined advertising campaigns are the key to ensuring advertising effectiveness and quality.
For example, when an online candy store designs their campaign, they should employ a strategy that carefully combines ad groups and keywords. In this way, the ads in each ad group can be closely related to the set keywords, ensuring that the advertising content is targeted and effective.

2. Write relevant and compelling ad copy
After determining the effectiveness of your ad groups and keywords, it’s time to craft ad copy that’s both relevant and engaging. During this process, we need to ensure that the ad’s title, description, and URL naturally incorporate those high-performing keywords. This has two benefits:
By responding directly to the search user’s query in the ad copy, we increase the appeal of the ad, making them more likely to click, effectively increasing the click-through rate of the ad.
This high degree of relevance will also be captured by Google’s algorithm and become one of the key factors in evaluating the ad quality score, helping to improve the ad’s ranking and visibility in search results.
In this regard, advertisers need to pay attention to the fact that when writing advertising copy, they need to avoid mechanically stacking keywords, but to ensure that the content is natural and smooth, and remains attractive and persuasive.
3. Ad formats and dynamic titles
By 2024, text ads will be unified into responsive search ads, and advertisers can creatively configure up to 15 titles and 4 description paragraphs. However, when displaying, the system will intelligently match user searches and select up to 3 title and 2 description combinations to ensure that the advertising content is highly relevant and attractive.
Other ad optimization strategies to increase click-through rates involve using dynamic ad headlines:
The keyword insertion strategy can directly integrate the user’s search query into the title to achieve a high degree of matching between the advertisement and the search intent.
The location insertion function automatically adjusts ad copy based on the user’s geographical location (such as city, state, country/region) to enhance the targeting and regional relevance of the ad.
The countdown function is especially suitable for limited-time promotions. It creates a sense of urgency by displaying the remaining time and effectively motivates users to click on the ad.

4. Add as many relevant ad extensions as possible
Although ad extensions don’t directly affect your quality score, they can increase your clickthrough rate. As an extension of advertising content, ad extensions not only expand the display area of ads in search engines, but also provide users with more detailed information about your business and products.
Therefore, including as many relevant ad extensions as possible can make your ads more engaging, thereby increasing your click-through rate. According to experience, website links, promotional information and structured snippet extensions are related to almost all overseas enterprises and are necessary parts.
In addition, more and more other advertising extensions applicable to your overseas business can be added, such as price, promotion, location, etc. Here’s an overview of Google ad extensions:

5. Use negative keywords and review campaigns regularly
When using phrase match and broad match keyword strategies, it’s important to compile a detailed list of negative keywords. It can help you effectively block search queries that are not relevant to your business, thereby ensuring that the relevance and click-through rate of your ads are not affected.
In addition, overseas advertisers also need to review search queries in Google Ads as part of daily maintenance work, and maintain keen insights into advertising performance by reviewing these queries regularly (such as weekly). For new irrelevant searches, adding them as negative keywords in a timely manner can continue to optimize ad positioning.

6. Optimize landing page experience
Landing page experience is an integral part of evaluating your quality score. While the first five steps focus on optimizing campaign and ad group structure, enhancing ad relevancy, and improving overall CTR, improving your Quality Score doesn’t stop there. To further improve your advertising effectiveness, be sure to consider the following key factors when designing your landing page:
Information transmission needs to be unified: from the keyword through the advertisement to the landing page, the content should be consistent to ensure that the keyword is visible on the landing page and the page matches the search intent.
Curate URLs for ad groups: Assign each ad group the URL that’s closest to its content so searchers can find what they’re looking for. For example, if you search for candy, you will be directed to the candy page.
7. Improve website speed
In the process of optimizing website performance, website speed is a key element that cannot be ignored. Not only does a slow-loading site impair the user experience, it can also negatively impact your Quality Score and reduce your ad performance. Conversely, a website that loads quickly provides a smoother, less disruptive browsing experience, often helping to improve overall performance.
In order to accurately evaluate and improve your website speed, it is recommended to use the free page speed insights tool (PageSpeed Insights) provided by Google. This tool can not only score your website speed (out of 100 points), but also provide valuable improvement suggestions to help You speed up page loading.
GooglePage Speed Tool: https://developers.google.com/speed/pagespeed/insights/
It should be noted that website loading speed often determines whether users will stay or stay, which directly affects the conversion rate. Therefore, optimizing website speed is a crucial aspect from the perspective of improving quality score and overall performance.