Yes, there are so many factors that contribute to having a successful PPC campaign for your business, some quantitative, others qualitative. But it all boils down to how good your Quality score is which in turn determines your Ad Rank. Ad Rank is how higher or lower Google places your Ad in Search results.
What then is a Quality score?, Quality score is a scale Google uses to measure the relevance of keywords used in an ad copy. Google uses 3 factors to determine your Ad Quality Score, they are:
- Expected clickthrough rate (CTR): How likely will your ad will be clicked once it is shown in search results.
- Ad relevance: How closely your ad matches the search term of the user.
- Landing page experience: How the page you are driving the traffic to is related to the keyword you are using.
Having a good quality score puts your small business ad ahead of your competitors even with a lower bid. Therefore it is very important for businesses to optimize their Quality score rather than just increasing their bid.
Here is how to improve the Quality Score for your Business Ads Campaign
Improve Ad Relevance
Improve Ad Relevance by letting your ad copy match the search term of the user. Rather than letting all your keywords be in one ad group, split them into several ad groups so you can write ads that are a close match to the core topic of each ad group’s keywords. For example, when keywords like “cake design”, “cake ideas” and “birthday cake” are in one ad group some relevance is bound to be lost.
Improve Click-through Rate for better Quality Score
Improve CTR by ensuring your ad match the search term of the user. Although you may not know the intentions of the user, you can craft your ad to use keywords that are closely related to the customer’s intentions. Include compelling and strong call-to-action words like “Buy, find, request a quote” in your ad copy. Also, highlight the benefits of using your service like “free shipping” this will increase the likelihood of your ad being clicked.
Improve Landing Page Experience
Improve Landing Page by giving people what they are looking for. When they click your Yeezy Foam runner ad. It should lead them directly to the product so they can check it out and buy it. Also have a rich landing page, free from excessive ads, improve site speed, and also make your site mobile-friendly.
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