The three main factors that determine ad quality for Google Ads are:
- Expected Click Through Rate (CTR)
- User’s Experience On The Landing Page
- Relevance of Ad
If you don‘t need the details, you can stop reading now.
If you are willing to know about various tools of digital marketing and the key factors that determine the success of your ads, then you’ve surely come to the right place!
In simple words, digital marketing refers to the marketing of products or services using the internet. Brands and service providers market themselves by running Ads which are then displayed on the screens of potential customers.
Digital marketing has made it very easy to target potential customers based on their age and demographics, making it much more cost-friendly and lucrative as compared to conventional marketing techniques.
We have discussed the most common tools that are used to digitally market your products and services.
- Search Engine Marketing (SEM)
It is a paid technique that is utilized to get your website promoted hence increasing the visibility of your website on the Search Engine Result Pages (SERPs).
- Search Engine Optimization (SEO)
It is considered to be an important tool of digital marketing which includes optimization of the content that is being uploaded on the website to bring in organic traffic. SEO makes your websites and webpages search engine friendly.
- Social Media Marketing
Advertising your services and products on social media platforms including TikTok, Facebook and Instagram are all included in Social media marketing.
- Email Marketing/ SMS Marketing
Email marketing means sending out emails about your services to potential customers. Whereas, SMS marketing involves sending out text messages to different people for brand awareness. While using these marketing strategies, you might consider sharing special discount offers with the customers to grab their interest.
All these marketing strategies that we’ve discussed can only bring in conversions if your ads are of good quality. Now the question arises what are the factors that determine the success of your ads?
Well, three key factors determine the quality of your ads. Before diving into the factors we’ll first learn about the quality scores of the ads.
The quality score of ads
It reflects how useful google and related search engines are finding your ads to be. All the keywords that you select for running your ads are ranked on a number from 1 to 10 which determines the quality of that particular keyword. Along with this, it also determines the quality of your landing page which is the actual determinant of the user experience.
Higher quality scores mean that the ads are of good quality and vice versa. This score also determines how much you need to bid for each keyword.
Quality scores are measured based on the collected data that you get from running your ads. The “—” sign represents the lack of data to measure the quality of that particular keyword.
Factors that determine the Ad Quality
Now, let’s have a look at the three major factors that determine the quality of our ad:
1. Expected Click Through Rate
Expected CTR predicts the chances of your ad being clicked by the user once it is displayed for a particular keyword.
Three Expected CTR Statuses
Google assigns one of the following three statutes for the expected CTR
Below Average: Ad text and keywords should be adjusted.
Average: Your keyword does not have any major issue related to the expected CTR
Above Average: Your ad is running successfully and does not have any major problems.
How Google determines your expected CTR
Google calculates the CTR based on the keyword’s performance after running the ad for a while as well as on the position of your ad on SERPs.
2. User’s experience on the landing page
Landing pages should be kept simple, well-organized, easy to use, and aesthetically pleasing. Relevant and useful landing pages bring in conversions ultimately increasing the quality score of the ad.
Possibilities of Landing Page Experience
There are three levels to describe the experience of users on the landing page of a site.
- Below Average: It indicates that a lot of improvement is required on the landing pages to hold the customers for a longer period on the website.
- Average: It means that there is no major flaw in the layout of the landing page. However, improvement can still be made.
- Above Average: It shows that the landing pages are excellent and straightforward.
3. Relevance of Ad
It indicates the relevancy of the ad with the user’s intent. It shows the relevance of Keywords that the users are searching for with our ad copies.
Statuses of Ad Relevance
Google can assign any of the following three statuses to determine the ad relevance.
- Below Average: It shows that the Ad is too vague. Ad copies should be kept single-themed.
- Average: It means that there is no major problem with the Ad copy
- Above Average: It is an indication that ad copy is performing well.
Services provided by Digital Serve
Digital Servepro excels in setting up and managing lucrative ad copies. We help you in running good-quality score ads by using the following strategies:
- Optimizing and structuring your ad groups
By optimizing the ad groups and running single-themed ads we figure out which ad group is working best for your company and make money out of it.
- Doing extensive keyword research to match the user’s intent
Keyword research holds great importance in the ad optimization process because it helps us target the user’s intent and get our ads displayed if a user searches for keywords related to the service that you provide.
- Testing your ad copies
We create multiple ad copies for a single ad. After running all the ad copies for a month or so we figure out which ad is working best for you.
We continue displaying that ad and stop the rest to generate good sales. In this way, we can also save your money by stopping the ad copies that were of little to no profit for your company.
- Optimizing your website for mobile users
It is important to set up mobile-friendly ads as well so that we do not miss out on any potential customers and to make sure that our ad reaches out to every individual residing in the selected demographics.
CONCLUSION
Three key factors determine the quality score for our ads which includes the relevance of ad copies with the keywords being searched by the user, the user’s experience on the landing page of your website, and the click-through rate.
Let us do all the heavy lifting for you while you sit back and relax, watching your sales increase day by day.
