Understand Quality Score
- Expected Click-Through Rate - The past click-through rate of your keyword or simply how often you got clicks to your ads from your keyword, the past CTR of your display URL, and the overall CTR of your entire ads and keywords are considered.
- Ad Relevance - The relevancy of your keyword to your ads is considered. In addition to that, the performance of ads in your site, similar sites, and different types of devices (desktops/laptops, tablets and more) are also analyzed. You may get different quality scores for various devices.
- Landing Page Experience - The relevancy and transparency of the landing page is determined apart from checking the ease of navigability of your page.
Improving these factors helps you improve your quality score.
Real Impact of Reporting Change
The change is apparent when you implement strategies to improve your ad campaign based on its quality score. A high quality score means the following:
- Lower Cost-Per-Click (CPC) resulting in lower costs per conversion
- Ads display more often and in better positions
- More exposure, more clicks, more conversions without having to raise bids
Google offers tips to help businesses improve ad quality. First, know what your customers are looking for and focus on creating very specific ad groups. Be selective when choosing keywords and include keywords in your ad text. Create simple but attractive ads, utilize strong call to action and try out multiple ads. Review your ad campaign on a regular basis.
A full service business internet marketing company that provides reliable PPC services and other online marketing techniques can help you refurbish your ad strategies with more relevant ads for more clicks, conversions.