Things that affect Ad Relevance
- Click Through Rate
- Landing Page Experience
- Ad Relevancy – Keywords / Search Terms
Impression Share = Percentage of how many times your ad has been shown for all impressions that they were eligable for. ex. IS 80% means that you’ve shown up for 80% of impressions you were eligable for.
Search Loss is Budget and Search Loss is Rank
- How much you’ve lost because of impressions listed above. \
Max CPC x Quality Score = Ad Rank
Doesn’t make sense to maximize impression share because that takes into account keywords that are meh.
Responsive Search Ads
Best practice – to have a responsive search ad within all ad groups
You can set different mix and match headlines in different positions
You want to position shit so the higher up it is is the more important it is.
You want to test google ads consistently.
Have keywords of search terms within headlines. You can also have text that is highly related to search terms to improve relevance.