The performance of the advertisement on a site
Posted: Mon Jan 06, 2025 5:28 am
Targeted devices
You can read more about the factors that influence your Google AdWords Quality Score in this article . According to Hal Varian , Chief Economist at Google (he advised the company on the design of the auction model, among other things), there are only three variables that largely determine the Quality Score. A kind of 20/80 rule. Coincidentally, these are also the variables that are shown in AdWords when you hover your mouse over the speech bubble next to a keyword. The variables are:
Hal Varian
CTR (±60%): How often does Google expect the ad to be clicked? How often has the ad been clicked in the past?
Ad relevance (±30%): To what extent does a keyword relate to the ad? Is the ad relevant to what the visitor is searching for?
Landing page (±10%): Is the landing page relevant to the specified keywords? Does the landing page provide a good experience (relevant, original, clear, easy to navigate) for the visitors ?
Now that it is clear what exactly the quality score entails and which variables mainly contribute to its improvement, we can start improving this score step by step.
1. Increase CTR (click through rate)
CTR. The Wordcloud Concept.By increasing CTR, your ads will be clicked on more often after being shown. There are many ways to increase CTR, including the option to increase the maximum cost per click. But that is exactly what we would rather not do. The following tips will work to your advantage when trying to increase CTR:
Write a unique, eye-catching and appealing ad title;
Make sure your ad title and text are relevant to potential search queries. This will help you persuade visitors to click on your ad;
Add rich snippets such as: reviews, products and video;
Add ad extensions such as: sitelinks, location, call and/or social extensions;
Make your ad stand out, for example use kuwait phone data numbers (mention prices), exclamation marks, question marks, copyright symbols, capital letters and/or the word 'tip';
Ask a question in your ad title or text. A question draws attention because it creates curiosity. For example, consider the title of this article;
Show USPs in the ad text. Like ordered today, delivered tomorrow or free delivery;
Make smart use of the visible URL;
Remove poorly performing keywords with a relatively low CTR. This will increase the overall CTR score;
Search types (broad, phrase, exact) are there for a reason, so use them. Don't leave every keyword on 'broad' search. This prevents irrelevant displays;
Exclude keywords you don't want to be found on. Suppose you only sell Batavus electric bikes, then exclude the search term 'sparta'. This way you prevent irrelevant search results. Also consider the words: 'free', 'second-hand', 'outlet';
2. Increase ad relevance
The ad relevance shows to what extent the chosen keywords match the ad text. Applying the tips below will ensure that you generate a higher ad relevance.
You can read more about the factors that influence your Google AdWords Quality Score in this article . According to Hal Varian , Chief Economist at Google (he advised the company on the design of the auction model, among other things), there are only three variables that largely determine the Quality Score. A kind of 20/80 rule. Coincidentally, these are also the variables that are shown in AdWords when you hover your mouse over the speech bubble next to a keyword. The variables are:
Hal Varian
CTR (±60%): How often does Google expect the ad to be clicked? How often has the ad been clicked in the past?
Ad relevance (±30%): To what extent does a keyword relate to the ad? Is the ad relevant to what the visitor is searching for?
Landing page (±10%): Is the landing page relevant to the specified keywords? Does the landing page provide a good experience (relevant, original, clear, easy to navigate) for the visitors ?
Now that it is clear what exactly the quality score entails and which variables mainly contribute to its improvement, we can start improving this score step by step.
1. Increase CTR (click through rate)
CTR. The Wordcloud Concept.By increasing CTR, your ads will be clicked on more often after being shown. There are many ways to increase CTR, including the option to increase the maximum cost per click. But that is exactly what we would rather not do. The following tips will work to your advantage when trying to increase CTR:
Write a unique, eye-catching and appealing ad title;
Make sure your ad title and text are relevant to potential search queries. This will help you persuade visitors to click on your ad;
Add rich snippets such as: reviews, products and video;
Add ad extensions such as: sitelinks, location, call and/or social extensions;
Make your ad stand out, for example use kuwait phone data numbers (mention prices), exclamation marks, question marks, copyright symbols, capital letters and/or the word 'tip';
Ask a question in your ad title or text. A question draws attention because it creates curiosity. For example, consider the title of this article;
Show USPs in the ad text. Like ordered today, delivered tomorrow or free delivery;
Make smart use of the visible URL;
Remove poorly performing keywords with a relatively low CTR. This will increase the overall CTR score;
Search types (broad, phrase, exact) are there for a reason, so use them. Don't leave every keyword on 'broad' search. This prevents irrelevant displays;
Exclude keywords you don't want to be found on. Suppose you only sell Batavus electric bikes, then exclude the search term 'sparta'. This way you prevent irrelevant search results. Also consider the words: 'free', 'second-hand', 'outlet';
2. Increase ad relevance
The ad relevance shows to what extent the chosen keywords match the ad text. Applying the tips below will ensure that you generate a higher ad relevance.