6 Best Ways to Increase Your Google AdWords Ad Rank

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| 9 Sep 2013 |

Digital marketers often seek new ways to increase their AdWords ad rank on Google. To do so, marketers have to increase their Quality Score, a number Google uses to measure the relevancy of their ad copy, landing page, and keyword to the search terms. You can increase your Quality Score by improving these 6 areas:

Click-through rate on Google search.

The click-through rate (CRT) measures the amount, in percentage, of clicks you receive from the total number of ad impressions. For instance, if you receive 100 clicks from 5000 impressions, your CRT is 2%. This rate is the chief determinant of your Quality Score. The higher your CRT, the higher your Quality Score and ad rank. To acquire higher CRT, develop intriguing ad copies that attract consumers of different stages in the buying funnel.
Click-through rate of Display URLs.

The display URL shows viewers where they will be taken if they click on your ad. The display URL isn’t the same as the landing page URL. For instance, if you want to take your consumers to your Nike shoes product page, your display URL may mysite.com/NikeShoes while your actual landing page URL is mysite.com/product243-rhet42. The former clearly is more concise and transparent. This transparency will help you entice more suitable consumers and in turn, lower your bounce rate. To boost your display URL CRT, test different display URLs and see which ones produce the best results.
Relevance of the ad copy to the keyword.

The relevancy of your keywords to the ad copy is justified by how well your keywords reflect your ad. That said, your ad copy doesn’t have to include the actual keywords. Instead, they just have to be closely related. For instance, you can use the keyword “cars” to trigger an ad about Acura TSX, as Acura TSX is a type of car and therefore relevant to the term “cars.” However, you can’t use that same keyword to trigger an ad about insurance as they aren’t closely related. To ensure your ad resonate with your keywords, create advertisements that semantically relate to your keywords, as that’s how Google assesses the relevancy of your ads to your keywords.
Landing page quality.

The quality of your landing page refers to how relevant and reflective your page is to your keyword. For instance, if your keyword is “running shoes,” your landing page should feature something along the lines of Nike runners. Although your landing page should resonate with your keywords, the actual keywords don’t have to be on the landing page. Instead, your landing page should thematically relate to your keywords, based on your page’s content.
Landing Page Speed.

The speed of your landing page refers to the time it takes for your page to load. To ensure your landing speed is fast enough, compare the loading speed of your HTML with other pages hosted in the same geographical location, as that’s how Google determines the adequacy of your landing page’s speed.
Account performance in a particular region.

The performance of your AdWords campaign in a geographic location refers to the standing of your ad copy’s CTR, landing page and keywords in a certain area. For instance, if your ad has higher CTR in one location than in another, it’ll be shown more frequently and have higher ranking in that location. If geographic segmentation is a key aspect of your AdWords campaign, ensure your account is performing exceptionally in the desired locations.

By using these six factors, you’ll be able to boost your Quality Score significantly. This in turn will increase your chance of capturing more viewers’ attention and converting more searchers in buyers.

6 Best Ways to Increase Your Google AdWords Ad Rank

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6 Best Ways to Increase Your Google AdWords Ad Rank

Click-through rate on Google search.

Click-through rate of Display URLs.

Relevance of the ad copy to the keyword.

Landing page quality.

Landing Page Speed.

Account performance in a particular region.

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