My Digital Insight

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....

The negative keywords are very important for the campaign because we don't want to spend extra money on irrelevant clicks. Therefore, we need to research and find negative keywords from the search report.  There are two important concepts to find keyword ideas from the search report: (1) From Data: the course instructor suggests that we filter out all the keywords with over 100 clicks, any keywords with less than 30 clicks are not valuable enough to analyze.  (2) See Conversions: if the keyword has a lot of clicks but a low conversion rate, it's better to add it to the negative keywords because of the high CPC.  Once we have done all the research, how to organize those keywords? The point of the negative lists is to create collections of negative keywords that you want to reuse for multiple campaigns, so you don't have to keep adding the same negative keywords to each of the different campaigns. According to the Google Ads instructor Isaac, the mo...