Google aims at displaying results that are highly relevant and related to queries and keywords people search on Google. This is applicable for both, organic results and paid listings.
Relevant results on Google’s SERP is a win-win situation for all – Google, advertisers, and users. If Google displays results that are relevant, advertisers find prospects exhibiting buying behavior, and people find products and services they are looking for in form of organic and paid results.
Google decides the ranking of listings in paid auctions on the basis of the bid amount and quality score. A higher bid amount does not guarantee best rankings on Google SERP. It must be backed up with the good quality score of the Ad. The Ad that has the best combination of bid and quality score with the AdWords auction is displayed on top of other paid listing on Google SERP.
Factors that determine the Quality Score of your Ad are:
- Expected click-through rate (CTR) of the ad – Engagement in form of the number of clicks your ad unit would receive according to Google.
- The relevance of the Ad content – The content or language used in the ads must be aligned and related to the search query. It should include keywords as well.
- Ad extensions used to enhance the Ads – You can enhance your ads using ad extensions like reviews and prices. This also improves the quality score of your ads.
The performance of the ad depends upon a quality score of the ad. The quality score of the ad is determined by:
- Ad text
- Landing pages
Develop a quality score sheet for Ads. Make sure to include the Ad copy, search keywords for ad, and landing page the ad would direct to. The quality score is calculated on a scale of 1-10. It should be close to 10.
Establish a paid ad calendar, and make sure to map and align it with editorial calendar.
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