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Top-performing text-based eCommerce ads all have one thing in common: relevancy. All of the ads’ information — from the click-through URL and description, to any extension — is targeted to the search in which they appear. As a result, they have a lower cost-per-click (CPC) than other ads on the page and a higher click-through-rate (CTR). Relevance is the singular most important factor Google uses to determine an ad’s quality score, which the marketing platform uses to set the auction price for a given search. It also impacts an ad’s placement on the page. At Inflow, we manage $20 million in ad spend each year and, in this article, we’ll show you four best-practices we use with our clients to create well performing text ads.

  • MP

    Margo Pierce

    4 months ago #

    "Using general site links that are not tied to the product or service you are advertising lower your ads relevance score. It also is a bad practice simply because it takes users to a page unrelated to the thing they were searching for. "

    Many, many ads alienate potential customers because of this kind of misdirect. Why should I bother with you ad in the future if you can't provide the basic information I'm looking for - presented in the ad?

    I don't understand why anyone would do this - can someone please explain the logic?

    • KH

      Kaylynne Hatch

      4 months ago #

      You point out the exact problem when advertisers do not direct traffic to a page relevant to the search term. Like we suggest in the article, this lowers the quality score and is bad practice. And as you suggest, it can alienate the user who clicked on the ad which also mean wasted ad spend. But this problem is pretty common and we come across this issue all the time onboarding new clients. AdWords has made it a lot easier for people to set up campaigns and this has made it easy for some advertisers to create very basic campaigns. But they might be doing themselves a disservice when they’re not organizing and optimizing their ad groups and ad copy correctly. Creating problems like this! Thanks for the feedback.

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