lystn

Full Transcript Now Available - You know you have to optimize your ads, but it can be difficult to understand where to look when optimizing your ads. 

There are 4 metrics to guide optimization on search ads. 

QUALITY SCORE.

A quality score is calculated using three quality metrics. Expected click-through rate, ad relevance, and landing page experience. This score lets Google know how relevant the ad will be to a specific search experience. 

The quality score plays a large role in deciding where your search ad will show up on the search result page and how much that ad will cost you. A better quality score will lower your ads cost per click. 

You can find your ad quality score by visiting the keyword section of your ads. To view your quality score click columns on the right-hand side of the screen and modify columns. Under the quality score drop-down, turn on Quality Score and Ad Relevance.

Maintaining your quality score between 7 and 10 and following Google's advice for optimization will deliver more prominent ads at a lower cost, improving your account's return on ad spend.

EXPECTED CLICK-THROUGH RATE.

Expected Click-Through Rate is calculated using clicks and impression data. There are four main ways to start improving this metric. 

1. Add relevant negative keywords.
2. Improve copy to be more relevant to your keyword.
3. Improve the keyword and add relevance.
4. Improve the search term.

LANDING PAGE EXPERIENCE.

Directly relates to your landing page performance. This includes load time, after ad click-through rate, mobile responsive, call to action, and keyword prevalence. 

Your customer should know exactly what to do when they click on your ad. 

AD RELEVANCE.

Ad relevance is calculated by how closely your keyword matches your ad copy.