Marketo-DG2DA

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