Which three factors impact a search ad's auction-time ad quality?

Introduction

I have highlighted the answers in bold text.

• Ad rank
• Expected click-through rate
• Ad landing page experience
• Ad relevance
• Bidding strategy

Now, I'm going to explain why these are the three factors that impact an ad’s auction-time ad quality in detail.

Three factors that impact a search ad’s auction-time ad quality.

Whenever a user searches a query on Google, the search engine comes into action and places the ad to the users.

People think that whoever bids the most will get the top rankings. But that is not the case; ad visibility depends on ad quality, engagement, and relevance.

1. Expected click-through rate

The expected click-through rate predicts how much CTR you’re going to get on your ad. No matter how much you bid for the keyword, if your CTR is low, then Google may lower your rankings.

So, try to focus on making your ad copy engaging and aligning with the user’s intent. One point you need to emphasize is that the keywords should be included in your ad copy and text to impact the rankings.

2. Ad landing page experience

Even if your ad is written quite well and the user ends up on the landing page, which is slow and does not match the ad content, then it will surely give the wrong signal to Google.

You need to improve on:

• Content quality
• Speed
• UI/UX
• Easy navigation

If your landing page fails to deliver on the ad's promise, you will lose visibility in Google rankings, as it creates a situation of a high bounce rate and low engagement rate.

3. Ad relevance

Ad relevance plays a crucial role in the search ads auction process and ad quality. I'm going to explain with a simple example.

For example, if a user searches a query “ best shoes for men” and your ad shows “sandals for women”, then it will give a signal to Google that your ad is irrelevant.

This will impact your Google ad ranking. So your ad must be matched with the user’s intent to expect good results from your ad.

Conclusion

No matter how much you pay in an attempt to buy keywords, if your ad is not relevant, not user-friendly, and has a lower CTR, then your ad visibility will going to be hampered.

Instead of focusing on high bidding CPC, make your ad a quality one and prioritise your audience with relevance in your ad so that it matches their intent.

The more you improve your ad quality, the better the results you will get.