Modified Broad Match
Most Google Ads experts favor modified broad match keywords over original broad match keywords. They do this because without adding the modified + sign in front of your keywords, you can’t control which word can trigger your ad. For example, if you use potomac river rafting in a broad match environment, Google could show your ad to anyone looking for Potomac, or for river, or for rafting, either together with any other word or by itself. By using modified broad match, such as +Potomac +river +rafting, you can indicate to Google with a + sign, which words that must be in the search terms you trigger on. You still need to watch out for close variants.
Keyword Quality Score
Quality score is a feature within Google Ads that measures how well a keyword is doing. The score, measured on a scale from 1-10, is composed of 3 major elements:
- Expected Click Thru Rate (CTR) – How often Google thinks someone will click on your ads.
- Alignment – Seeing the theme between the ads, keywords, and landing pages.
- User Experience – What actions do people take when they get to your landing page? If they bounce (leave the page immediately) that’s a terrible sign for Google. If people seem engaged on the site and perhaps buy, Google will see that favorably, and show your ad more often.
Generally, the higher the quality score, the better. There are some situations where lower quality scores can still be okay, based on your audience goals. People may ask for similar things using the same search terms, yet only one of those things may be relevant to your business. This is where you will want to make sure your ad copy helps the reader understand what you offer and where, so that you’re not paying for clicks that aren’t going to lead to sales. High quality scores are always a goal, but are not an absolute requirement 100% of the time.
Here’s an example: You have an adventure ranch in the mountains of Baja California Sur, but it doesn’t offer ocean-based adventures. You know that you will want to target the general term +Baja +California +Sur +vacations, but are concerned you will get clicks by users looking for beach vacations. To help mitigate this, you will want your ad copy to talk about mountains and ranch. This way, users looking for beach vacations will be less likely to click on your ad. Some will, and that will bring your quality score down if they come to your site and bounce off right away.
Your target quality score should be 7 to 10. However, there are some situations where that is not possible, particularly in competitive markets with aggressive competitors.
Here is an example of quality score related to 3 elements—expected CTR, landing page experience, and ad relevance— found in keyword reports. Note that you may have to modify your reports to show quality score information.