谷歌广告质量得分优化终极指南：7个提升方法
谷歌广告算法引入质量得分权重后，显著提升了广告主和消费者的用户体验。与单纯依靠出价不同，现在的广告排名主要由质量得分决定，这个得分反映了广告与用户搜索意图的匹配程度。
The Google Ads algorithm has significantly improved user experience for both advertisers and consumers since introducing Quality Score weights. Unlike relying solely on bids, ad rankings are now primarily determined by Quality Score, which reflects how well your ad matches user search intent.
质量得分的三大决定因素
Three Key Factors Determining Quality Score
- 点击率(CTR) - 广告被点击的频率
- 广告相关性 - 广告与搜索查询的匹配程度
- 落地页质量 - 用户点击后的页面体验
- Click-Through Rate (CTR) - How often your ad gets clicked
- Ad Relevance - How closely your ad matches the search query
- Landing Page Experience - User experience after clicking
为什么质量得分如此重要？
Why Does Quality Score Matter?
- 影响广告曝光量：得分越高，曝光越多
- 决定广告排名位置
- 降低CPC出价成本
- 影响广告附加信息的展示
- 反映落地页质量，影响转化率
- Impacts ad impressions: Higher score means more exposure
- Determines ad ranking position
- Reduces CPC costs
- Affects ad extensions display
- Reflects landing page quality and conversion rates
7种提升质量得分的方法
7 Methods to Improve Quality Score
1. 定期检查质量得分
建议关注低于7分的关键词，及时优化
1. Regularly Check Quality Score
Focus on keywords scoring below 7 and optimize them promptly
2. 选择精准关键词
避免泛流量词，按购买旅程或产品类别分组
2. Select Precise Keywords
Avoid broad match terms, group by buyer journey or product categories
3. 广告文案包含关键词
在响应式搜索广告中使用10个左右的标题变体
3. Include Keywords in Ad Copy
Use about 10 headline variations in responsive search ads
4. 合理分组关键词
每个广告组围绕单一主题，保持高度相关性
4. Proper Keyword Grouping
Keep each ad group focused on a single theme for maximum relevance
5. 及时添加否定词
使用精确匹配排除不相关搜索词，避免预算浪费
5. Add Negative Keywords
Use exact match to exclude irrelevant search terms and prevent budget waste
6. 提高点击率
使用响应式搜索广告，添加吸引人的行动号召和附加信息
6. Boost Click-Through Rate
Use responsive search ads with compelling CTAs and extensions
7. 优化落地页体验
确保落地页与广告高度相关，B2B添加询盘按钮，B2C关注产品展示
7. Optimize Landing Page
Ensure page-ad alignment, add inquiry buttons for B2B, focus on product display for B2C
记住：质量得分是谷歌广告成功的关键指标，需要持续监控和优化。当得分低于7分时，应立即检查问题所在。
Remember: Quality Score is a key metric for Google Ads success that requires ongoing monitoring and optimization. When scores fall below 7, immediately investigate the issues.
