Ad Relevance: How It's Calculated and What's the Impact?
Posted: Wed Feb 12, 2025 3:39 am
Focus on conversational keyword winners over search volume
With the advent of AI and Chat GPT in search, search patterns have evolved beyond sample queries. It’s true that simple, broad queries can feel like a search. They also pose traps for quality scores due to expected CRT and auction price. This is because:
Targeting broad terms (like “lawyer”) will capture a lot of random intent instead of the intent you want or need. Even if you rank well for a term, there’s no guarantee that your ad will be able to reach a broad audience.
Sub-menu means you get impressions in low-value SERP placements that don't lead to clicks. This in turn lowers your actual CRT, which is the baseline for expected CRT.
By investing in conversational terms, you will ensure:
Optimization for conversational voice search and intended transactional intent.
Safety from bulky cheap clicks that clog your budget or unintended expensive auctions.
Use behavioral analytics to improve your landing page experience
Behavioral analysis is one of the easiest ways to understand what’s causing your users to be happy and frustrated. Are you having problems with your landing page and don’t know why? Tools like Hojtar (paid) or Microsoft Clarity (free) can tell you exactly what’s causing the “friction.”
Whether it's a slow page load due to a large image/video or a "hidden" form, these insights can help you troubleshoot user experience issues that are getting in the way.
One of the most common reasons for “friction” is that cookie consent modules don’t interact with the rest of the page. This could mean that the module is too large. Or it’s hard to figure out how to get ou luxembourg mobile database t of it once you’re done. By adjusting the settings, you can improve the overall feel of your landing page and help your customer have a better experience on your website.
Expect Quality Score fluctuations as keywords age
A good keyword with dates usually settles between 7–9.
Of course, it can maintain its high score throughout its existence. But it is also normal for a keyword to approach an average score of 5-6 as it receives thousands of impressions and clicks.
This is also a common reason why industries with low search volume struggle to get out of low quality score territory if they can’t achieve high value through branded campaigns. A keyword may drop a point or two, and that’s okay. If it goes from a 5 to a 2, it probably points to an underlying issue that needs to be addressed.
Collaborate with your SEO team on quality score insights
Your SEO team needs to be an integral part of your Quality Score conversation. Because SEO is an integral part of healthy PPC performance and a holistic search marketing strategy. Between the foundation of your landing page structure and allowing Quality Score through crawl budget for the ad bot.
At the beginning of your advertising campaign, discuss whether your brand would be better served by using the same pages or subdomain as organic pages or non-indexed, non-tracking pages on the main site.
Optimize for Quality Score in Paid Search
With the advent of AI and Chat GPT in search, search patterns have evolved beyond sample queries. It’s true that simple, broad queries can feel like a search. They also pose traps for quality scores due to expected CRT and auction price. This is because:
Targeting broad terms (like “lawyer”) will capture a lot of random intent instead of the intent you want or need. Even if you rank well for a term, there’s no guarantee that your ad will be able to reach a broad audience.
Sub-menu means you get impressions in low-value SERP placements that don't lead to clicks. This in turn lowers your actual CRT, which is the baseline for expected CRT.
By investing in conversational terms, you will ensure:
Optimization for conversational voice search and intended transactional intent.
Safety from bulky cheap clicks that clog your budget or unintended expensive auctions.
Use behavioral analytics to improve your landing page experience
Behavioral analysis is one of the easiest ways to understand what’s causing your users to be happy and frustrated. Are you having problems with your landing page and don’t know why? Tools like Hojtar (paid) or Microsoft Clarity (free) can tell you exactly what’s causing the “friction.”
Whether it's a slow page load due to a large image/video or a "hidden" form, these insights can help you troubleshoot user experience issues that are getting in the way.
One of the most common reasons for “friction” is that cookie consent modules don’t interact with the rest of the page. This could mean that the module is too large. Or it’s hard to figure out how to get ou luxembourg mobile database t of it once you’re done. By adjusting the settings, you can improve the overall feel of your landing page and help your customer have a better experience on your website.
Expect Quality Score fluctuations as keywords age
A good keyword with dates usually settles between 7–9.
Of course, it can maintain its high score throughout its existence. But it is also normal for a keyword to approach an average score of 5-6 as it receives thousands of impressions and clicks.
This is also a common reason why industries with low search volume struggle to get out of low quality score territory if they can’t achieve high value through branded campaigns. A keyword may drop a point or two, and that’s okay. If it goes from a 5 to a 2, it probably points to an underlying issue that needs to be addressed.
Collaborate with your SEO team on quality score insights
Your SEO team needs to be an integral part of your Quality Score conversation. Because SEO is an integral part of healthy PPC performance and a holistic search marketing strategy. Between the foundation of your landing page structure and allowing Quality Score through crawl budget for the ad bot.
At the beginning of your advertising campaign, discuss whether your brand would be better served by using the same pages or subdomain as organic pages or non-indexed, non-tracking pages on the main site.
Optimize for Quality Score in Paid Search