In the Google Ads auction, the highest bidder does not always win. This is a critical concept that many advertisers fail to grasp. Google uses a metric called "Quality Score" to level the playing field. It is a score from 1 to 10 that rates the relevance of your ad. A high Quality Score allows you to pay less per click than your competitors while appearing above them. Social Media Infinity focuses obsessively on this metric because it is the lever that maximises efficiency.
The Quality Score is calculated based on three primary components. The first is "Ad Relevance." This measures how closely your ad copy matches the user's search query. If a user searches for "emergency plumber" and your ad says "general building services," you will have low relevance. We create "Single Keyword Ad Groups" (SKAGs) where the keyword appears in the headline of the ad every time. This ensures a 10/10 relevance score, signalling to Google that we are the perfect match.
The second component is "Expected Click-Through Rate (CTR)." This is Google's prediction of how likely someone is to click your ad. We improve this by writing compelling, benefit-driven copy and using "Ad Extensions" to take up more space. Google Ads Management Services Dublin continually A/B tests headlines to find the ones that drive the highest CTR. By proving to Google that users want to click our ads, we are rewarded with lower costs.
The third and often most neglected component is "Landing Page Experience." It is not enough to get the click; the destination must be relevant. If your ad promises "50% off running shoes" but the link goes to your homepage showing hiking boots, you will be penalised. We ensure that every ad leads to a specific, fast-loading landing page that delivers exactly what was promised. We optimise these pages for speed and clarity, reducing bounce rates.
By mathematically optimising these three variables, we can often reduce a client's Cost Per Click by 30-40%. This means you get more traffic for the same budget, or the same traffic for less money. It is not magic; it is an algorithm, and we know how to solve it.
To ensure your advertising budget is backed by rigorous data analysis, contact Social Media Infinity.
https://socialmediainfinity.ie/google-ads-management/