The argument has been made that in paid search Quality Score is just as important as the bidding. Position within each auction is based on the product of QS and the bid, so they're equally important, right? So why don't we spend more time talking about QS tips on RKGBlog? Because the fact is: it isn't very interesting, or very difficult. Quality Score is a weighted estimate of Click-Through Rate. CTR, in turn, is a product of two factors:
- The degree to which what you offer matches the user's intent. For example, the user who searches for 'Yamaha' may be interested in pianos, motorcycles or stereo equipment. They probably aren't interested in all three, so no matter which you sell, your CTR will be lousy on that KW.
- The relative attractiveness of your ad copy versus the competition's. This is a function of both the content of the selling proposition, and the phrasing thereof. A 20 percent discount is more compelling than 10 percent, and "20% Off Today!" will outperform "Twenty percent discount"
- Test whether short term discount copy lifts CTR enough to offset the Conversion Rate and AOV hit taken by attracting more discount hunters.
- Scan through your ads to find low QS ads and fix copy.
- Test copy variations when the likely winner is hard to predict.
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