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How we focused on landing pages to boost our quality score and make AdWords a success.

Ideas inside this article:

  • JC

    Jeff Crawford

    about 2 years ago #

    As the article mentions, there are 3 elements to Quality Score. The first 2 elements, "Ad Relevance" and "Landing Page Experience" are easy to optimize if you have good control over your ads and landing pages. However, it's that 3rd element, "expected click-through rate", is much more vague, and is difficult to optimize. I have had lots of incidents where the CTR is high, as high as 10%, but only the get a score of "average" or "below-average". This has been really frustrating. I wonder what is the meaning of "average" here, and at what point does "expected CTR" become "actual CTR"?

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