When you set up Google Ads for your business, do you know what metrics matter to get the most from your ad spend? Where should you start when you want to improve the Google Ads for HVAC services offered by your heating and cooling company?
Understanding Google’s quality score is essential to plan your upcoming Google Ads campaigns. Learn more below about improving quality score statistics for your Google Ads.
What Is the Google Ads Quality Score?
The Google Ads quality score is a metric Google assigns to each business account running ads on its platform. This score can affect rankings for your ads compared to your competitors. The higher your quality score, the higher your ads rank in the ad sections of Google search results pages.
The following are the three main factors Google considers for its quality score:
- Expected Click-Through Rate (CTR). Google will estimate how many users it expects to click on your ad for relevant searches compared to how many times it shows your ads. Google bases this calculation on previous CTR statistics for prior ad campaigns.
- Ad Keyword Relevance. Google will measure your ad copy against your chosen keywords to determine relevance. A high correlation between your chosen keywords and ad copy tells Google your ads are highly relevant.
- Landing Page Experience. Your ad will direct to a specific page of your website. Google measures statistics like loading speed and bounce rate (the percentage of visitors who leave your site immediately over slow loading times or irrelevant content). Slow loading times and high bounce rates indicate that your landing page isn’t suitable for your ad.
If Google uses these metrics to assign your ads a quality score, how do you ensure your ads and landing pages help achieve a higher quality score to rank higher? You can use this information to develop a Google Ads strategy that targets keyword performance, improved user experience, and higher click-through rates.
Improve Your Keyword Research
Keywords are the building blocks of online advertising for any platform, including Google. HVAC businesses hoping to rank for certain keywords must utilize top-ranked keyword tools to research keywords and phrases customers look for when they need HVAC services.
For example, how often do users search for “heater repair” or “AC repair” rather than “HVAC repair”? Consider using a mix of keywords in your Google Ads campaigns to reach consumers through their common search terms.
Google Ads are pay-per-click (PPC) ads. This means that you don’t pay for the ad space every time your ad is shown to a search user (a.k.a. an “impression”). You only pay when a user clicks on your ad. Ensuring your keywords align with user searches improves click-through rates and boosts your quality score.
Structure Your Keyword Groups Appropriately
Google allows you to establish keyword groups. These are groups of related keywords targeting a specific service category you offer. You would want to set up separate keyword groups for AC repair, AC replacement, and AC maintenance, as well as for your heating services and new AC or furnace installation.
Don’t forget to include negative keywords. These are keywords for which you don’t want your company to display in the search results. For example, if your HVAC company doesn’t offer services for boilers or other radiant heat systems, select keywords related to those queries as negative keywords so that users hoping you offer such services won’t feel disappointed when they click your ad and write off your brand.
Improve the Quality of Your Google Ads Copy
Since Google Ads offers several areas to feature relevant keywords, the ad description shouldn’t be a dumping ground for all your keywords. Google is looking for human-written and human-targeted content in your ads. This means your ad should answer a user’s query in the ad content — nothing more, nothing less.
Your landing page should also have good, relevant content. Users who don’t find what they’re looking for will go back to the search results and visit your competitor’s site to find their answer.
Target Local Ads With Ad and Landing Page Content
When setting up your Google Business Profile, you must put in your service areas to appear in searches in those cities. You should also target those areas in your paid ads and content on your landing page.
Your page appearing not only under paid ads but also in the organic search results lends authority to your company and helps you get more ad clicks and, ultimately, more conversions through your landing page calls to action (CTAs).
Utilize Ad Extensions Effectively
Google offers several extensions in your Google Ads dashboard when you’re setting up a new ad campaign. Your ad group structure should include relevant extensions. Google Ads extensions include:
- Sitelink extensions
- Callout extensions
- Structured snippet extensions
- Promotion extensions
- Image extensions
- Call extensions
- Location extensions
- Affiliate location extensions
- Price extensions
- App extensions
- Lead form extensions
- Automated extensions
You may not need every extension in your ads, and adding too many can clutter your ad space. However, using the right extensions can improve your quality score.
Improve User Experience on Landing Pages
The click-through rate is how many people visit your landing page from your ad. Google also measures your landing page’s bounce rate and other metrics to determine your ad quality score. By ensuring your website design is cohesive and easy to navigate, with fast loading times and good information, users will likely stay on your site and have a higher chance of following through on a CTA to inquire about your HVAC services.
Choose Polianna to Help You Manage Your HVAC Company’s Google Ads
When you want to increase your impressions on Google Ads for higher conversions, turn to our experts at Polianna. We know how to improve quality score metrics for HVAC companies. We offer comprehensive digital advertising and organic content services for HVAC companies across the country. Call us today at (703) 475-6907 to book a free strategy session.