Q: Charlie is working to improve the quality score of a Google Search ad by improving his expected click-through rate (eCTR). Which of the following actions might improve Charlie’s eCTR?
A) Cloning the ad multiple times
B) Including keywords in his ad text
C) Improving the speed of his website
D) Decreasing the bid for the ad
Correct Answer is B) Including keywords in his ad text
Explanation:
To improve the expected click-through rate (eCTR) of a Google Search ad and in turn, improve its Quality Score, Charlie might consider the following actions:
- Relevance: Making sure that the ad copy, keywords, and landing page are all highly relevant to the user’s search query. This will ensure that the ad is shown to users who are likely to be interested in the product or service being offered.
- Ad Copy: Writing compelling and attention-grabbing ad copy that clearly communicates the benefits of the product or service being offered. The ad copy should be concise, relevant, and easy to understand.
- Landing Page: Making sure that the landing page is relevant to the ad copy and user’s search query. It should be well-designed, user-friendly, and load quickly. The landing page should also provide clear and concise information about the product or service being offered.
- Ad Placement: Experimenting with different ad placements, such as placing the ad at the top of the search results page, to determine which placement results in the highest click-through rate.
- Testing and Optimization: Regularly testing and optimizing the ad copy, keywords, and landing page to determine what works best and make continuous improvements.
- Relevance of Keywords: Choosing keywords that are relevant to the product or service being offered and regularly updating the keyword list to ensure that it stays relevant.
By implementing these actions, Charlie can improve the expected click-through rate (eCTR) of his Google Search ad and improve its Quality Score, which can lead to lower costs per click, higher ad impressions, and better return on investment.