When talking about the quality of your advertisement, you are referring to several things. The quality score is the correct answer. How do the three main factors determine the quality of an ad?
Refreshing Your Memory on Quality Score
Let’s explain what Quality Score is before we answer the three main factors determining ad quality.
The Quality Score ranges from 1 to 10. Each keyword has a Quality Score, which measures the quality of both your ads and landing pages. The higher your score, the more relevant and useful Google considers your landing page and ad. In addition, it influences how much you have to bid for the auction.
Data regarding your past performance is used to calculate your Quality Score. Null Quality Scores are displayed if there are not enough data points.
You should be aware that the quality score of the same keyword may differ depending on the factors that determine ad group or campaign. Click here to review your quality score performance.
Do Three Factors Determine Ad Quality?
How do the three main factors which determine ad quality fit into the Quality Score framework? Google is completely transparent about these factors to improve your Quality Score more easily.
The List is as Follows:
- Ad relevance
- Click through rate (CTR) expected
- Landing page visitor experience
The other factors that go into your Quality Score allow you to have a high-Quality Score even if you have low scores in ads campaigns.
We will Examine Each of these Factors in More Detail.
The ad relevance reflects the relationship between your keyword and advertisement, as implied by its name.
According to Google, you can receive one of three ad relevance statuses.
- A below-average score may indicate that your ad group contains too many different topics or a keyword or ad needs more specificity. Create ad groups that have familiar themes to improve the score.
- Comparing your keyword to other Google Ads‘ keywords, there are no significant problems regarding ad relevance.
- This keyword has above-average ad relevance.
The expected click through rate (CTR) is a keyword status that predicts the likelihood that your ads will be clicked is called the scheduled click through rate (CTR). This rate does not include extensions, the ad’s position, or ad formats that may affect visibility are not included in this rate. Essentially, this is a predictor of whether or not your keyword will generate clicks for your ad.
Depending on the expected CTR, Google might assign you one of three statuses.
- You should better align the ad text with the top keywords if it is below average.
- As expected, your keyword has no significant problems in terms of click through rate.
- No significant problems: The rating is above average.
Learning about effective keyword research techniques will help you have better-quality keywords. You can find good and relevant keywords for your niche using PPCexpo’s Keyword Planner.
You can expect a specific click-through rate according to the keyword’s past performance and position. Google assumes that the person will type your exact keyword when calculating the CTR.
With Google accounting for the type of device, search term, and other factors, the expected CTR becomes more accurate.
When someone clicks on your ad, the landing page experience helps identify its usefulness and relevance. Clicking on the ad and going to the landing page will indicate the status of the landing page experience.
Landing pages that are better rated tend to contain text related to search terms and be more organized.
Statuses of Potential Landing Pages
You may experience the following landing page statuses:
- For example, a landing page with a below-average conversion rate may need improvement.
- Landing page performance is average. There are no significant problems.
- The relevance and experience of the landing page are above average. In addition, the landing page looks well organized and relevant.
In addition to your quality score, what other factors matter and don’t?
In addition to the above three factors, consider some other factors. Google directly lists these factors, so you can figure out how to improve your Quality Score.
Is There Anything Else that Matters?
- Because of this, you should make sure that your website is mobile-friendly. Additionally, you may want to consider ads and pages specifically designed for mobile devices. A separate mobile website isn’t necessary; just make sure mobile users can easily navigate it.
- Relevance to User Intentions: Your ad and website will score higher if they help users accomplish tasks (including sales), navigate the site easily, or gather relevant information.
- Performance of Related Keywords (for New Keywords): If you have recently launched a new keyword, Google will look at your past performance for related keywords. The new keywords will only be considered until there is sufficient data.
What Doesn’t Matter?
- Structure of your account: You can arrange your account in any way you wish, including ad groups and campaigns, and they will not affect your Quality Score.
- Google Ads can be used in other networks or search partners without any problems.
- The placement of an ad on a page makes no difference to the Quality Score or CTR. As well as other visibility-related factors, Google normalizes the rate according to your position.
Monitoring campaign performance should be monitored regularly. To determine ad quality, you need to consider three factors: expected click through rate, landing page experience, and ad relevance. You may find that you save money on future campaigns by improving your status for each. In addition, you will be successful.
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