Quality Score is an important component of the AdWords system. For display campaigns, this dynamic metric is used to measure the relevance of your display ads to particular pages on the Google Display Network. Quality Score affects your eligibility to enter the ad auction, the rank of your ad, and the price that you pay in the auction. Ads with better Quality Scores will have better rank and position on the page. Ads with low Quality Score may have to have a higher bid to compete in the auction.
Three key factors that impact your Quality Score on the Google Display Network are:
1.the relevance of the ad and the keywords in the ad group to a Display Network page.
2.the ad's performance history on a Display Network page and similar pages.
3.the quality of your ad's landing page.
To improve your Quality Score:
•Edit your ad to include a clear call-to-action for users.
•Verify that your landing page is easy to navigate and relevant to your ad.
•Ensure that your keyword list has keywords that relate to a single, clear, specific theme so that your ad is as targeted as possible.
A high quality ad creative that is relevant to the keywords within the ad group and the sites on which the ad is appearing will likely have a higher Quality Score, which will help improve the ad's performance on the Google Display Network.
Campaign Success Metrics
General Campaign Review Best Practices
Once your campaign is active, it is important to review its performance on a regular basis. It's normally good to wait 2-3 weeks after creating your campaign before reviewing campaign performance too thoroughly. This will give you a larger set of data to work with, allowing you to make more informative decisions.
By tracking your performance and conversions, you can identify which clicks are more valuable and increase the efficiency of your ad spend. In order to do this, you first should track what your users are doing on your site. With more data about your customers, you can make better decisions about how to run your business. For example, if it's determined that a particular campaign is converting well or generating high user engagement, you can invest more of your budget into bidding competitively on certain ad groups or placements within that campaign.
It's important to measure the performance of your account on multiple levels:
•Campaigns: You should start by measuring a few key metrics on a campaign level to understand overall performance.
•Ad Groups: Analyzing performance at an ad group level will allow you to better understand whether there are specific ad groups that are contributing more to the performance of your campaign.
•Placements: Evaluate the performance of individual placements to see which placements are generating the highest number of conversions.
•Ad Creatives: Review the performance of your ads to ensure that your audience is responsive to your message.
In addition, consider looking at how performance trends over time. You may see hourly trends or day-of-the-week trends, in which case you can utilize Ad Scheduling to maximize your return on investment (ROI).
Success Metrics For Direct Response Campaigns
Advertisers with direct response goals are usually more concerned maximizing their return-on-investment than creating brand awareness. The key success metric for direct response campaigns is conversions, since this tells you how many people are completing a goal activity on your site. A goal activity could be any action that a visitor could take on your site that you consider to be valuable, such as purchases or sign-ups.
Impressions and clicks are less important in measuring direct response campaigns. When you understand which campaigns are driving conversions, you can determine which campaigns are generating the most value.
Other metrics that you should monitor include:
•Cost-per-conversion: Represents the amount you paid for a conversion, which should correspond to the value you place on the goal activity.
•Conversion rate: Indicates the percentage of visitors who subsequently complete the goal activity.
•View-through conversions: Additional conversions that came from people who saw your display ad but didn't click on it, and then later visited your site and completed a conversion.
Success Metrics for Branding Campaigns
Advertisers with branding goals are primarily concerned with creating brand awareness as opposed to maximizing conversions. For example, an advertiser that is introducing a new energy drink wants to create awareness and interest among as many sports enthusiasts as possible, and isn't necessarily as concerned with selling actual units of the drink online.
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