July 29, 2015
Every time someone does a search that triggers an ad that competes in an auction, Google calculates an Ad Rank that determines the position of the ad. Google estimates with this indicator the quality…
Every time someone does a search that triggers an ad that competes in an auction, Google calculates an Ad Rank that determines the position of the ad.
Google estimates with this indicator the quality of your ads and the landing pages triggered by your keyword, evaluating your keywords on a scale from 1 to 10, where 10 is the best. The components of quality score are determined every time your keyword matches a customer’s search.
The quality components of Ad Rank are used in several different ways and can affect the following aspects of your account:
At its core, optimization of quality score means optimization of CTR. To achieve this optimization, you will need to work on all the factors on which it depends, which include:
As you can see from the previous paragraph – it matters how specific you are about the structure of keywords in the campaign. The following steps can lead to immediate improvement in your quality score:
In your account you should be creating multiple ad groups for your keywords based on the amount of traffic.
As first sight some keywords seem to make sense together; thus for example “creation of website” and “creation of homepage” both refer to creating a web page, but the latter refers more specifically to the best practices regarding information to be put on the homepage.
If the more generic keywords receive a lot of traffic, use the search term report to check the words people are typing when they see your ad. You might notice misspellings or other trends (such as adding a street name to the query) that have KPIs that differ from the main keyword – this is one of the main signs that you might want to consider placing them in separate ad groups.
This action benefits you in two ways:
Bad landing can kill all the effort put into keyword-ad relevance. To prevent this, first make sure that the landing page you’re using is relevant to the keyword in terms of content; it mainly includes using keywords in the texts on the web page. Secondly, think about the general landing page experience for a newcomer to the website – does he or she get expected results from your website after clicking the ad? Significant factors here include:
If the campaign’s keywords are quite diverse you might consider creating more landing pages to fit the demand and to avoid reducing the general quality score of the account.
A high quality score not only improves PPC metrics like CTR and drives more traffic, but also actually saves you money. The time spent making your campaign structure relevant on the path “keyword -> ad -> landing page” will result in lower CPC and better quality of users.
Next time, learn about Strategizing Geotargeting for Your Campaign!
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