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Quality Index:
An ad’s quality index is a relative measure of how relevant it is to users. In determining your quality index, our system takes into account your ad’s click-through rate compared to its average position in search results, as well as to that of other ads displayed at the same time, other keywords in your ad group, and other relevance factors. |
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Ad Ranking:
Ads with a higher quality index can receive higher ranking in Sponsored Search results. Our system calculates an ad’s ranking based on your bid, your ad’s quality and other relevance factors. A high-quality ad may be ranked higher than a poor-quality ad, even if the poor-quality ad’s bid is higher. |
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Improving Ad Quality:
To improve your ad’s quality index, use relevant keywords. Make sure the keywords in your ad group are highly relevant to the ads in the same ad group. |
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Improving Ad Quality:
Include your keyword in your creative. Use the keyword itself in titles and descriptions of your ad. You can use the Insert Keyword feature to help you do this automatically. |
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Improving Ad Quality:
Take advantage of excluded keywords. Use this feature to block certain searches that you think may not be relevant. This can help keep your budget focused on more likely prospects. |
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For example, if you sell portable radios but not ham radio equipment, you can block searches that include the word “ham.”
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Ad Testing:
Use ad testing. You may have noticed that when you create an ad in an Ad Group, you are prompted to create another one. You should do this in all of your ad groups, because when you create more than one ad, our system will test the ads automatically. Ads that perform better then begin to appear more frequently in search results, and you can edit or delete ads that perform poorly. Try different copy, different offers or different display URLs to help determine what works best. |
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Competitor's Ads:
Gather intelligence about your competitors. Search for their products or services so you can look at their ads. Take a look at your competitors’ ads to determine if your offers are as strong as theirs. |
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Improving Ad Quality:
Offer specials. Consider including special offers in your ad copy. Take a look at a calendar: It’s chock-full of holidays that you should consider taking advantage of. Limited-time offers, free shipping, two-for-ones, free gifts, contests and so forth can be very effective. Remember, it’s not just about your ad, it’s also about the value that users think you can deliver. |