Marketers strive to produce quality content, whether it is a blog post, a PPC ad, a social media post or any other tactic.
Ad quality is especially important because Google grades the quality of your ads and uses this to determine where and when your ads appear, your minimum CPC and other important elements.
This grade is known as your Quality Score and it affects all levels of your PPC account. Google uses a number of different signals and factors to create your Quality Score. Some of these influences are more impactful than others.
This discussion will focus on the three primary factors that determine ad quality: relevance, experience, and performance.
Factor #1: Ad Relevance
Prospective customers won’t engage with an offer or ad message unless it is relevant to them and their needs. When ad relevance is present, users are much more inclined to click the ad link and visit your website.
Google defines relevance as to how closely an ad matches the user’s keyword search. In that respect, ad relevance sounds easy to capture, right? Just match the ad content to the keywords used in the search and presto!
It’s not simple.
Experienced PPC marketers know that ad relevance is incredibly difficult to capture. While it is easy to make your ad content relevant to the keyword itself, every user is unique, which means they respond to different offers or messages.
Some prospective customers may really care about 24-hour service or a certain product feature, while others may want to find the cheapest prices available to them. The challenge is segmenting your audiences in ways that you can put the right products, features, and offers in front of the right customers.
Achieving excellent ad relevance requires lots of patience and adapting. You need to pay close attention to how your ad messages are performing and get to the bottom of why some messages perform better than others.
You can use these types of insights to better understand what messages work best with different types of users.
Factor #2: Ad Experience
After relevance, the next key factor is the overall ad experience that you deliver to search users. The experience actually starts with the relevance of your message and continues all the way to the landing page that leads are brought to after engaging with your ad message.
There are a few qualities that your ad experience should possess, beyond being relevant to the customer’s needs at that moment.
Cohesive: From ad to the landing page, your ad experience needs to feel like one, fluid journey. Whatever offers, products or features are listed in your ad message need to be absolutely present and readily available on the landing page.
Google looks at bounce rates, page views and other metrics from your website to determine how effective your landing page experience is at converting clicks.
Frictionless: Marketers also need to consider the number of steps it takes a customer to perform the desired conversion activity. For example, if you’re advertising for a new pair of shoes, then you need to gauge how many steps therefrom click to purchase.
Unnecessary steps in the process slow down conversions and cause would-be customers to abandon the process altogether.
Unique: Your customers have more options than ever before, which means it is harder for your products and adds messages to stand out from the competition. There is value in being unique and offering something new and fresh that customers haven’t seen before.
Finding a unique angle to your ad messages is incredibly difficult, but it will do wonders for enticing more clicks on The Jam Jar.
Factor #3: Performance
Google looks at past ad performance and measures what it calls an “expected clickthrough rate.” In other words, Google assumes that if past ads are successful (or unsuccessful), then so will your latest campaigns.
Improving your expected CTR is about increasing the performance of your ads over time. As you improve the relevance of your messages and the overall ad experience you offer to leads, your metrics will begin to increase.
You can also pause campaigns that are performing below your standards, as these can be a negative draw on your expected CTR.
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Conclusions
Relevance, experience, and performance are the three main factors that determine ad quality. Ultimately, achieving superior ad quality is about continuously putting in the time and effort towards improving your PPC efforts.
If you’re constantly working to improve each aspect of your PPC strategy, then ad quality will come naturally.
