Yesterday Google made Quality Score ranking factors more available to advertisers in its latest update to AdWords as well as creating a new tab to help keep campaigns better organized.
I’ll start with the Quality Score update. Advertisers know that their score plays a huge role in how much they pay for their clicks, as well as how high their ads rank but Google hasn’t been very forthcoming about the specifics of how those scores are given. Now, when you mouse over the bubble that displays your Quality Score, you’ll see three short factor explanations in regards to why your keyword was given that score.
The three components listed below are judged as either “average,” “above average,” or “below average.”
-Expected CTR
-Ad Relevance
-Landing Page Experience
Granted, the rankings aren’t exactly the most scientific, it’s better than what we’ve been working with up to this point.
It directs advertisers to the area of their campaigns that need more work than the other to lower CPC and raise their Quality Score. For example, if your ad relevance is low, that means you might want to consider new ad copy, or revising your keyword list.
The second update is the introduction of labels, which now exist to help advertisers compare campaign elements that are housed in different parts of their account.
As an example, Google notes that an advertiser might use geographical targeting and advertise slightly differently depending on the region, while the keywords stay the same.
Adding labels to those keywords allows you to easily look at side-by-side reports for related keywords or compare performance on the keywords with different labels. The updates will be available to all advertisers by the end of the week.
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