Boost CTR, ad relevance and landing page UX for a high Google quality score

New Ideas in MarketingEssential news for marketers, summarised by YouGov
October 06, 2021, 5:27 PM UTC

Quality score is a metric Google Ads uses to determine how relevant the ad is to its users.

Brands must focus on enhancing CTR, ad relevance to the keywords used, and landing page UX to improve their quality score. Choose keywords that are specific to the website content. Marketers can also compile a negative keywords list to prevent ads from showing up for keywords with a different intent than the particular ad.

Test website speed to ensure it is efficient enough to help visitors navigate web pages quickly. Marketers must align their ads to the relevant landing page on the website.

Draft website copy and CTAs that are successfully in evoking emotion among audiences. Finally, given that the mobile experience is as necessary as navigating the web on desktops, brands must make sure the website is optimised to run on mobile devices.

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