The Quality Score for calculating a contextually-targeted ad's eligibility to appear on a particular Display Network placement, as well as the ad's position on that placement, depends on the campaign's bidding option.
If the campaign uses cost-per-click (CPC) bidding, Quality Score is based on:
◦The historical CTR of the ad on this and similar sites
◦The relevance of the ads and keywords in the ad group to the site
◦The quality of your landing page
◦Other relevance factors
If the campaign uses cost-per-thousand-impressions (CPM) bidding, Quality Score is based on:
◦The quality of your landing page
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