1. Ads Rank as having five factors
- Bid
- Ad rank threshold
- Context of query
- Ad extension impact: phone, link access your side
- Auction time ad quality
2. Three main factors that determine the quality of an ad
- Expected clickthrough rate (CTR): prediction of how often an ad will be clicked on when it's shown.
- Be specific in your ad: Include keywords in your ad text (especially in the headline) to show people that your ad is directly relevant to their search.
- Experiment with different calls to action: Do you offer free shipping or free returns? Call now vs. book now?
- Highlight a unique benefit of your product or service: What makes you stand out from the competition? Think about what matters to users (perhaps an exceptional warranty or return policy).
- Create time- or location-specific ad text: Test seasonal creative around holidays or special events, or test location-optimized creative.
- Ad landing page experience
- Ad relevance
- Add negative keywords: Prevent your ads from showing on unwanted queries or queries not closely related to your product or service.
- Be specific on mobile: If a user’s mobile search experience is different from desktop, test mobile-specific creatives.
- Be local: Target the right region for your business by using only the relevant languages and locations.
- Include relevant search terms in your ad copy: Adding search terms that are related to your business in your ad copy can help make your ad more resonant for users.
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