外贸推广必看：谷歌广告质量得分优化全攻略
为什么你的Google搜索广告烧钱没效果？
Why Your Google Search Ads Burn Money Without Results?
如果你的Google搜索广告出现"高消费低转化"的问题，除了关注GMV、ROI等基础指标外，质量得分(Quality Score)才是关键诊断指标。
If your Google search ads show "high spending with low conversion", beyond basic metrics like GMV and ROI, the Quality Score is the key diagnostic indicator.
01 什么是质量得分？
01 What is Quality Score?
质量得分(1-10分)是Google评估关键词与广告/着陆页相关性的核心指标：
Quality Score (1-10) is Google's core metric for evaluating keyword-ad-landing page relevance:
- 得分越高，点击成本(CPC)越低
- Higher score → Lower CPC
- 直接影响广告排名：广告排名=出价×质量得分×广告格式
- Directly affects ad ranking: Ad Rank = Bid × Quality Score × Ad Format
02 如何查看质量得分？
02 How to Check Quality Score?
路径：Google Ads后台 → Campaigns → Keywords → 质量得分细分
Path: Google Ads → Campaigns → Keywords → Quality Score breakdown
03 三大优化方向
03 Three Optimization Strategies
► 广告相关性优化
► Ad Relevance Optimization
- 确保关键词-广告文案-着陆页内容高度一致
- Maintain consistency among keywords-ad copy-landing page
- 使用动态关键词插入(DKI)技术
- Apply Dynamic Keyword Insertion (DKI)
► 着陆页体验优化
► Landing Page Experience
- 加载速度控制在3秒内
- Loading speed <3 seconds
- 完善移动端适配
- Perfect mobile adaptation
- 增加信任元素(安全认证/客户评价)
- Add trust elements (security badges/customer reviews)
► 预期点击率提升
► Expected CTR Improvement
- 在广告文案中加入行为召唤词(立即咨询/限时优惠)
- Add CTAs in ad copy (Contact Now/Limited Offer)
- 使用附加链接/结构化摘要等扩展形式
- Use extensions (sitelinks/structured snippets)
成功案例：某家电品牌通过质量得分优化实现ROI提升2倍，销量增长300%
Case Study: A home appliance brand achieved 2X ROI growth and 300% sales increase through Quality Score optimization
记住：质量得分优化是持续过程，需要定期监控和调整！
Remember: Quality Score optimization is an ongoing process requiring regular monitoring!
