Google Ads Study Note: Four Components Of Quality Score

Whether your ad gets a top position is based on your overall quality score. Ad Rank is a number that determines what ad slot your ad will show in. The advertiser with the highest ad rank gets their ad in the very top position on the search engine result page.

How does Google calculate your ad rank?

There are four main components of quality score:

Click-Through Rate (CTR)

Click-through rate is the most important factor that affects your ad quality score. CTR is human feedback on the quality of your ad and keyword combination. The higher the CTR, the higher the quality score.

It's always a good idea to get in the habit of testing different displays or URLs within one Ad group to see which one has the best performance.

Keyword/Ad Relevance

In order for your ad to be relevant to the users, the text of your ad should talk about the themes that your keywords are present. Google will evaluate your ad text that is thematically related to the keywords in that ad group.

It's always a good practice to try and include the main keywords in your headline or the first description line of the ad.

Keyword/ Query Relevance

A query is what a user typing in the search box. It could be a word, a phrase, a sentence or a question. Google calculates a quality score for your keywords in real-time when every single time a search was performed.

One of the factors that go into your real-time quality score is the relevance between the user query and your keywords that triggered your ad impression. For example, if someone searches "white sneakers", Nike's ad may show up, but Coca-Cola's ad won't show because the query is about food wear not about soda drinks.

Appropriate use of keyword match types will help you ensure your viewers always remain relevant to the user's actual query.

Landing Page

The landing page is the least important factor in determining the quality score. Most advertisers don't have landing page issue.

There are five primary categories of landing page:

landing page to keyword and ad relevance

Your landing page should answer the user's question or provide a solution to the problem. Content should be thematically related to your ad copy and keywords. You need to have two to three paragraph relevant text on your page. Your landing page should express your brand personality and the unique point about the website.

spider ability

Google has programs that could read your site to understand its content, and that is called spiders. Google's spider needs to be able to access your site, analyze it and index it. Therefore, make sure your robots.txt file set up correctly.

transparence

If you have a privacy policy, you need to make sure it's easily accessible. Don't automatically sign up your visitors to a newsletter list without their permission. Don't auto-install software or alter their browser settings.

load time

Load time is really not an issue nowadays. Just make sure your website loads appropriately and display the content clearly.

navigation

The navigation gives users other ways to find information that they are looking for. It is always good to have "contact us" and "about us" pages to let users easily reach you.

Starbucks: Three Main Benefits For Writing Customer Name On The Cup

Whenever I order a small Starbucks coffee, I am always asked "What's your first name?" by a cashier. Even I was the only person to order, they still asked my name. Not only Starbucks, now many other bubble tea brands such as Vivi, Coco, Gong Tea also start calling customer's names. Why does Starbucks write customer name on the cup? What're the benefits to do that? Image from writingelves.com Self-Promotion In the beginning, Starbucks wrote customer names because they received too many orders. Marking down names would prevent mistakes. Later on, Starbucks found that writing names do not only improve work efficiency but also increase brand awareness. Sometimes (most times) Starbucks spell the wrong name. You think customers will get angry? Actually no. In contrast, people feel Starbucks is not only a coffee shop but also a coffee shop with its own personality. Image From Memeguy Some customers also make fun with Starbucks. They come up with

Just Eat:" No Match Is A Wrong Match"

A lot of us are struggling to find our true love. However, when we finally find the right one, the relationship may not always have a happy ending. Many people, like my parents' generation, think love is only between a man and a woman. They are very hard to accept "man-man" or "woman-woman" or couple from different cultures. Whenever I say we should respect all kinds of relationships, my parents think I have a problem. Overall, I need to be fixed. Because of those judgement and bias, some people have to hide their true feelings of love. They don't have enough courage to tell the truth because they think no one will understand them. The most important, they don't want get hurt. The sponsor of Milan Pride 2019, Just Eat App created a special love story between a slice of pizza and a pineapple. This Ad "Just Amore" is calling on everyone should have freedom choice no matter with relationship or meal. Brief Story: One

Digital Campaign Case Study: How Does Coca-Cola “Taste the Feeling”Make Every Moment Special?

Coca-Cola is one of the highest recognition brands globally. Almost everyone in the world knows Coca-Cola and has drunk it. The unique taste of Coke is unforgettable, and that’s why so many people love it. Why does Coke so unforgettable? The taste and refreshment of Coke? Of course, it is one of the key reason. The other reason is its brand creative marketing message. Coca-Cola company have been creating different marketing campaign across the world every year to reinforce the brand culture. Coke is not a simple product anymore. It is our lifestyle! In the January of 2016, Coca-Cola launched new marketing campaign called “Taste The Feeling”. According to Coca-Cola Stories , the central message of “Taste The Feeling” is to “bring the idea that drinking a Coca-Cola is a simple pleasure that makes everyday moments more special.” (Jay Moye) This campaign message was distributed through different channels such as TV commercials, print, outdoor, in-store, social media, and digita

My Digital Insight

Search This Blog