Three main factors determining advertising quality

Advertisers only get clicks on their ads , You have to pay ; The ranking of ads does not just depend on the bid . Why? ？ Because we want to display more useful ads in the top position of the search results page . Now let's learn in detail what factors determine the quality of advertising .

Estimated click through rate

This is the possibility that we expect ads to get clicks when they are displayed . stay Google The whole company , We all make decisions based on user feedback , And the user click through rate (CTR) It well reflects the user's response . This is equivalent to allowing users to vote by deciding whether to click , In this way, we have collected the opinions of millions of users , It helps us to determine for each search query , Which ads are the most appropriate .

Advertising landing page experience

Users want the ad landing page to help them find what they need . The more relevant the landing page is , The higher the score of the advertisement .

High quality landing pages should contain appropriate original content , Can help users complete tasks . The landing page should be easy to navigate , Explain the nature of the business at a glance 、 How the website interacts with users' computers and how the website intends to use users' personal information .

Advertising relevance

Advertising relevance is used to measure the matching degree between advertising and users' search content , Helps ensure that only ads that are useful to users are displayed . This will not cause businesses to pay for advertising , But when users search for content unrelated to their products or services, they show .

Be careful

In the real-time bidding process , Many other factors （ For example, devices used by users 、 The location of the user and the time of day ） Will take into account , To determine the quality of advertising .