Intro to Adwords

Introduction to AdWords: Ad Quality and Relevance

Quality over quantity.  In relation to ad placements, this can sometimes be found to be true.  The quality to an individual ad, in addition to making that first impression of a possible customer is essential.  In regards to ad placement, there are key factors that control how these ads do in fact get placed.  Ad quality is determined by something called Quality Score, meaning how well it does with components such as expected clickthrough rate, ad relevance, and landing page experience.  With that being said, the quality of one's ad factors into the overall success of the ad. 

Of course, it should be common sense that if you are going to go through the trouble of posting ads for people to see, that the ads should be of good quality.  However, sometimes even if it's the best looking ad, that doesn't guarantee a high rate of clicks.  Here's why: Relevance.  As mentioned above, ad relevance is one of the components that contributes to ad quality.  You can have one of the best looking ads and pay a fair amount of money for that ad to appear, however, it means nothing if you don't have ad relevance.  Relevance makes it possible for matching keywords with relevant ads.  Making sure that you include the correct and relevant keywords is what plays a role in the overall quality that your ad will have, and overall, the success that the ad will have. 

Reflecting on this topic, quality and relevance are extremely important in the overall process of AdWords.  Going back to the idea "quality over quantity", it is important to remember that it isn't always about getting a high quality of clicks for your ad.  Sure, it would be ideal, however, if that quality and (more importantly,) if relevance isn't there, what's the point?  The goal should be to attract the consumer, not push them away with potential false advertising.