August 15, 2017
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 the quality of your ads…
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 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 the 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:
Ad auction eligibility: Having better QS makes it easier and cheaper for your ads to enter an auction. It helps to determine whether your ad is qualified to appear at all.
Your CPC: You pay less per click when your ads are higher quality.
Your keyword’s first page bid estimate and top of page bid estimate: Higher quality ads are typically associated with lower first page bid estimates. That means it’s easier for your ads to appear on the first page/top of page of search results.
Ad position: Higher quality ads lead to higher ad positions.
Eligibility for ad extensions: Some ad formats require a minimum threshold of ad quality in order to show. In addition, your Ad Rank determines whether or not your ad is eligible to be displayed with ad extensions, such as sitelinks.
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. Those are:
Expected CTR: How well your keyword has performed in the past, based on your ad’s position.
Ad relevance: How closely related the KW is to the ad.
Landing page experience: The extent to which your landing page is related to the search term, how it is organized and how easy it is to navigate.
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.
At 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:
b) This approach makes ads seem more relevant to the keyword you’re bidding for. From my personal experience, using a keyword in an ad twice instead of once increases the quality score from 7 to 10, and does so without significant CTR changes (the CPC still drops quite noticeably).
Bad landing page 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. Second, think about the general landing page experience for a newcomer to the website– does he or she get the expected result 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.
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