New AdWords Quality Score Metrics and the Impact On Your Ad Copy
New AdWords Quality Score metrics have been released into the AdWords UI. These new metrics will give advertisers a better way to measure the impact of changes made within AdWords accounts.
If you restructure an account or enhance your ad copy, you’ll be able to compare “post-change” Quality Score metrics vs. “pre-change” Quality Score metrics. Pretty awesome stuff!
First, What Has Google Released?
Google has improved our visibility into the detailed makeup of our overall Quality Score metrics, and you can measure these numbers over time. Here’s how it will appear in your AdWords account:
Which of these are new?
- Ad Relevance
- Expected CTR
- Landing Page Experience
- Ability to measure Ad Relevance over time
- Ability to measure Exp. CTR over time
- Ability to measure Landing Page Experience over time
How Is This Useful?
Measuring increases or decreases over time will allow you to compare your Quality Scores to what they’ve been in the past.
Metrics can be refined to granular levels (daily). If you implement a change to your ad copy, account structure, or keyword structures you will know exactly how that impacted your Quality Score.
A New Emphasis on Ad Creative Relevance
Now that advertisers can easily measure how their ad relevance is changing, and the associated impact on Quality Score, we can expect to see an increased emphasis on ad copy.
Here’s what you can do to improve your ad copy:
Create Keyword-Based Headline 1’s - Some brands use Headline 1 to introduce their company name. If you haven’t tested implementation of keyword-based Headline 1’s in your Non-Brand campaigns, this should be number one on your list.
What does this look like? Use the AdBasis Ad Copy Hack to try it for yourself.
Use Dynamic Feeds Everywhere it Makes Sense - Dynamic feeds are crucial when creating scaled, yet relevant, ad copy within AdWords. The ability to dynamically insert ad copy elements based on the ad group, campaign or account is imperative to your management tactics. Don’t manually write ads for each ad group — use dynamic technologies instead.