Improving ad strength in Google Ads means refining your ad copy, targeting, and relevance to create more engaging and effective ads. Enhancing ad strength increases click-through rates, improves ad performance, and boosts your Quality Score.
What is ad strength in Google Ads?
Ad strength is a measure used by Google Ads to evaluate the effectiveness of your ad content, particularly for responsive search ads (RSAs). It assesses how well your headlines and descriptions align with best practices for variety, relevance, and engagement potential.
Google rates ad strength on a scale from "poor" to "excellent." Ads with higher ratings tend to perform better by being more relevant and appealing to users.
Why improving ad strength matters
Optimising ad strength has a direct, positive impact on your ad performance and budget. Here’s why it’s important:
- Better visibility and reach: ads with strong ad strength are more likely to appear prominently on search results pages.
- Increased click-through rates (CTR): relevant, engaging ads are more likely to catch users’ attention and encourage clicks.
- Higher Quality Scores: improved ad strength contributes to better Quality Scores, which can reduce cost-per-click (CPC) and improve ad positioning.
- Greater conversion potential: well-crafted ads attract users who are ready to take action, whether it’s making a purchase or contacting your business.
Key steps to improve ad strength in Google Ads
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Expand headlines and descriptions
- Add variety in headlines: create multiple unique headlines that highlight different aspects of your business. Focus on keywords and phrases that align with your audience’s interests and search intent.
- Diversify descriptions: ensure each description offers a distinct value or call to action to engage potential customers. Avoid repeating phrases to maximise ad strength.
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Use relevant keywords and natural phrasing
- Incorporate keywords thoughtfully: use keywords that resonate with your audience and improve ad relevancy. place them naturally to avoid a repetitive or forced tone.
- Address search intent: tailor your headlines and descriptions to match what users are looking for. the closer your content aligns with their intent, the better the chances of engagement.
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Keep ad content clear and compelling
- Be direct and concise: make sure your ad copy is easy to read and instantly understandable. focus on clear, action-oriented language, and avoid jargon.
- Highlight unique selling points (USPs): emphasise what sets your business apart, whether it’s a special offer, high ratings, or unique product features.
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Use ad extensions
- Add structured snippets and site links: use ad extensions to include extra information, like product categories, popular services, or links to relevant pages.
- Include call extensions for quick contact: for businesses that rely on phone calls, adding a call extension can increase conversion opportunities directly from the ad.
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Review and update regularly
- Monitor performance: regularly check how your ads are performing, and use this data to refine underperforming headlines or descriptions.
- Stay relevant with seasonal updates: update ad copy to reflect current trends, promotions, or events. fresh content not only keeps your ads relevant but can also improve ad strength ratings.