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PART III: DIGITAL AD TYPES AND AD DESIGN<br />
PAY-PER-CLICK (PPC) SEARCH ADS<br />
Google Quality Score<br />
According to Google, your PPC ad’s<br />
quality score is “the estimate of how<br />
relevant your ads, keywords, and<br />
landing pages are to the person<br />
seeing your ad”. If you have a high<br />
Quality Score, Google thinks your<br />
ad and landing page are relevant to<br />
searchers—so you can rank higher<br />
for the same bid amount!<br />
Google tabulates Quality Score<br />
based on the following criteria:<br />
• Your keyword’s expected<br />
click-through rate (CTR):<br />
This is calculated based on past<br />
CTRs and how the keyword has<br />
historically performed.<br />
• Your display URL’s past CTR:<br />
How often your display URL<br />
receives clicks.<br />
• Your account history:<br />
Your overall CTR on all ads<br />
and keywords.<br />
• Landing page quality:<br />
The relevancy of your landing<br />
page and how easy it is to view<br />
and navigate.<br />
• Your keyword/ad relevance:<br />
How relevant your keyword is<br />
to what the customer<br />
searches for.<br />
• Geographic performance:<br />
How successful you have<br />
been in the regions you are<br />
targeting.<br />
• Ad performance on a site:<br />
How your ads are performing<br />
on Google and partner sites.<br />
• Targeted devices:<br />
How well your ads perform on<br />
mobile and tablet devices.<br />
Your Quality Score affects your ad<br />
position, your eligibility for ad<br />
extensions and other formats, and<br />
your actual cost-per-click (CPC). In<br />
other words, your Quality Score is<br />
a big deal!<br />
Google’s Text Display Ads<br />
Google’s Text Display ads, otherwise<br />
known as Magazine Ads, enable<br />
traditional text-only PPC ads to be<br />
displayed as more traditional banner<br />
ads on their display network sites.<br />
This helps conversion rates and<br />
allows text-only ads to compete in a<br />
visual-heavy ad world.<br />
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