In general, a higher Quality Score will mean reduced cost per click and better ad placement. The projected clickthrough rate, ad relevance, and landing page experience all contribute to the Quality Score. In ad platforms, you can actually see your score for these three components separately and see which one needs the most attention.
To improve your ad quality, see how you can improve the three components of the Quality Score. In general, follow what we call the “chain rule of relevance”: your target keywords should be tightly linked to your ad copy, which in turn, should include content from your landing page. For example, if you are in the party planning business, the term “party planning” should be in your keyword list, your ads and of course, your landing page. If it’s not, then probably you should be advertising another service.
The expected clickthrough rate (eCTR) determines whether or not your keyword will result in an ad click. However, you should be actively striving to improve your clickthrough rate (CTR), which is the percentage of users that actually click on your ad.
Try these tips to boost your clickthrough rate:
- Make your ad as descriptive as possible: To show individuals that your ad is directly related to their search, include keywords in the ad content (particularly in the headline section).
- Experiment with several calls to action: “Free shipping and return” or “Call Now to Order”
- Emphasize a distinct feature of your product or service: What distinguishes you from the competition? Consider what users care about (perhaps an exceptional warranty or return policy).
- Create ad copy that is unique to a given time or location: Test holiday or special event-specific creatives, or test location-specific creatives.
Quiz
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