How to improve your quality score by increasing your click through rate
You may have noticed when looking through your PPC accounts that keywords with a lower quality score have a much higher cost per click (CPC) than those with high quality scores. As we all know, Google is pretty secretive in what exactly influences the quality score, however what we do know is that click through rate has a massive impact.
So how do we improve our click through rate?
Those ads in the top yellow box which have an average position of 1.0 to 1.9 have the facilities to provide users with as much detail as they can about the product or service via ad extensions. By adding ad extensions, the adverts become much more appealing to the user. For example in the adverts below for cosmetic surgery, the first two businesses look much more appealing to the user than the third!
What makes it stand out? The call extension and the site links!
Ensure you include ad extensions to your campaigns (which with enhanced campaigns you can now alter site links at adgroup level which allows them to be more specific). Site links can also allow you to add other USP’s (unique selling points) that you cannot fit within the 70 character limit. It also allows there to be other landing pages to your site, and the user will click on the site link more appealing to them. However, please be sure to include relevant landing pages as this helps your quality score too!
By adding call extensions to your campaigns, it benefits the mobile user as it is a direct click to call action via mobiles. Therefore it will increase click through rate via mobiles as it produces instant results.
Writing Ad Copy
It has been proven that using exclamation marks in your ad copy increases click through rate and as you are only allowed to use one within each advert, make sure you use it!
Words such as “free” have been proven to increase click through rate as well. You can see how advertisers use the word “free” in the ad copy above. Obviously, only use “free” if you do offer that, please do not lie! As visitors to your site will soon see, for example, that you do not offer a free consultation and will bounce straight off your site, resulting in wasted clicks.
Go ahead and make these changes and you should see an increase in click through rate which will in turn boost your keywords’ quality scores!!!