How to improve the advertising rating of advertising, that is, the quality score?

What is a quality score ？

The quality score is estimated by advertising 、 Keywords and landing page quality . Better quality advertising can get better advertising rankings at lower prices . Impact on estimated click through rate ： The possibility that the advertisement will get a click .

From the following three aspects ：

Advertising relevance ： To what extent do ads match users' search intentions
Landing page experience ： For users , The relevance of web pages 、 The factors that make it clear at a glance and the quality score of navigation convenience include the estimated click through rate 、 Advertising relevance and landing page experience .

1、 Estimated click through rate (eCTR) ：

Estimated click through rate (eCTR) Used to predict whether your keywords are likely to bring advertising clicks . however , What you should focus on is the click through rate (CTR), That is, the proportion of users who actually click on your advertisement .

To improve the click through rate , I suggest you do the following ：

• Advertising content should be targeted ： Add keywords to the advertising text （ Especially in the title ）, Let users see that your ads are directly related to what they are searching for .
• Try to use different calling words ： Do you offer free delivery or free return service ？ Do you want users to call or book now ？
• Emphasize the unique advantages of the product or service ： What makes you stand out from the competition ？ Think about what users value （ For example, excellent warranty service or very loose return policy ）.
• Advertising text should vary from time to place ： Around festivals or special events , You can test the advertising materials for the peak season ; You can also test the advertising materials optimized for the location .

To improve the relevance of advertising , I suggest you do the following ：

• Add negative keyword ： Avoid displaying your ads when users search and query the content you exclude or the content that is not closely related to your products or services .
• Be targeted on mobile devices ： If the user's search experience on the mobile device is different from that on the desktop device , Try advertising material specifically for mobile devices .
• localization ： In order to locate the area suitable for your business , Please use only the relevant language and geographical location .
• Add relevant search terms to the ad copy ： Add search terms related to your business to your ad copy , It can make your advertisement more resonate with users .

To improve the landing page experience , I suggest you do the following ：

• Direct the flow to the appropriate landing page ： After the user clicks , The user shall be directed to the page related to the content queried by the user . If the user searches for “ Striped shirt ”, Then the landing page should introduce the striped shirt , Instead of some other style of shirt or general clothing .
• The content should be consistent ： Make sure the landing page takes over the ads naturally , Continue to introduce the products advertised / Serve or guide users to complete the actions called for in the advertisement .
• The content of the website is clear at a glance 、 trustworthy ： Make it easy for visitors to find your contact information , At the same time, clearly introduce your business . If you ask a customer for personal information , Please clarify the purpose of requesting this information , And how you will handle and use them .
• Focus on improving loading speed and clarity ： The content displayed on the first screen should be primary and secondary , So that users can quickly find what they are looking for .
• Rethink the mobile device experience ： Mobile website users pay more attention to the convenience of navigation , Therefore, it is necessary to optimize the mobile website experience .