What does that mean? Well, Google gives a score to your ad copy in your Responsive Search Ads. They want you to do certain things with your ads that entice people to click. That makes sense. People clicking makes them more money. Let’s step back a moment and think about this. It seems obvious, but I run into it every day. It is important to know how the Google Ads environment works to help you perform the best way possible to help your bottom line. As I have mentioned many times, Google and you have different goals. Many small business owners mistakenly trust the Google reps, who call non-stop to try to help you “optimize” your account. However, their goal isn’t to make you the most money they can. Their goal is to make Google the most money possible and to give you just enough success to keep you advertising.
Ad Strength Helps with Clicks Not Conversions
With that in mind, consider the Google Ads ad strength score. This score does not affect your quality score or your bids. It is intended to get more people to click. Sometimes we don’t want people to click. Or at least the wrong people. There may be important things for you to share in your headlines or description that may make it more clear for the wrong people not to click on your ads. For example, things like “Starting at $X” may prevent tire kickers or low-budget customers from clicking on your ad, but that is good for you. It just isn’t good for Google. They just want more clicks, which means more revenue for them.
Focus on KPI’s and Conversions
When you set up your Google Ads campaigns and ads, do it with a crystal clear focus on what success means. Make sure you are measuring the proper performance indicators. That may be form fills or phone calls. It may just be getting your brand out there and seen more. Rarely is your goal to just get clicks, no matter who clicks on the adds. Set up a clear plan and your ad copy should speak to making those goals happen. Point out why you are the right choice, but also speak to your audience. Don’t edit your ads to improve your ad strength. Say what you need to say for your business. Google rewards more and more headlines and descriptions and language that will entice a click. That may not necessarily be your goal. That probably isn’t your goal. There is enough weeding out of garbage and waste in Google Ads these days with Google constantly shifting the playing field to their benefit. The things you can control, make sure you do. Say what you want to say, not what they want you to.
If you need help with managing your Google Ads account, we have been doing this successfully for nearly 20 years. We work for you and not for Google. Give us a call.
