The historical “click through” rate for a keyword term or phrase is the most heavily weighted factor in Quality Scores
Posted: Thu Dec 26, 2024 8:12 am
The historical “click through” rate for a keyword term or phrase is the most heavily weighted factor in Quality Scores. This certainly makes sense if one assumes the maximizing revenue is a key goal of Google’s Adwords program. While providing accurately targeted relevant results leads to repeat visits from Google’s users, placing ads in prominent positions that are likely to draw attention away from the organic results instantly optimizes revenue. Continually test new PPC ads. Work hard at coming up with new text that produce higher click through rates.
In particular, if your PPC ad appears on the top of the page a israel mobile phone numbers database bove the organic results focus attention on tests of the headline. The headline in PPC ads at the top of the page garners four times as much gaze time as the description. (However, for ads on the right hand side of the page, the longer text description receives slightly more gaze time than the headline. Additional details are available by visiting User Centric's eye tracking study of PPC ads).
Landing Pages Creating landing pages that are extremely relevant to specific terms being bid upon by a PPC advertiser meets the objective of pointing users to the right landing page. Usability and Search Engine Marketing guidelines agree that page content should be narrowly focused. In web usability, the concept of “information foraging” predicts that search engine users just want a “snack” when they visit your site. They want a specific answer to a specific question and they want it quickly.
In particular, if your PPC ad appears on the top of the page a israel mobile phone numbers database bove the organic results focus attention on tests of the headline. The headline in PPC ads at the top of the page garners four times as much gaze time as the description. (However, for ads on the right hand side of the page, the longer text description receives slightly more gaze time than the headline. Additional details are available by visiting User Centric's eye tracking study of PPC ads).
Landing Pages Creating landing pages that are extremely relevant to specific terms being bid upon by a PPC advertiser meets the objective of pointing users to the right landing page. Usability and Search Engine Marketing guidelines agree that page content should be narrowly focused. In web usability, the concept of “information foraging” predicts that search engine users just want a “snack” when they visit your site. They want a specific answer to a specific question and they want it quickly.