Ad Relevance, Landing Page Experience, and Expected Click Through Rate are three new metrics that can be pulled into your keyword reports within the Google AdWords interface. It is very helpful that Google has decided to provide some insight into the three factors of your quality score. If you don’t know, your ad rank is the result of your Cost Per Click Bid X The Quality Score for the keyword bidding on. Then you are selected in position within Google’s search advertising based on your ad rank compared with others competing on that keyword.
The quality score is somewhat of a trial and error based on the consistency from the search query to the ad to the landing page. There are definitely some best practices for giving a high quality score. In some cases, as a paid advertiser for other clients, you have the ability to test everything in the full ad experience on to the landing page. This is where A/B testing is the real ‘tell tale’ all of whether you have relevancy all the way through the ad experience.
Now, thanks to Google, they have provided a generic ‘below average’ ‘average’ and ‘above average’ for each of these as indicators when your ads are killing it or maybe not making the cut. This should cut down your A/B testing and allow you to move quicker to the ultimate ad experience for your users. A/B testing is still valuable but you won’t have to wait as long. The value that I find in this is that over time, after sustaining a level of relevance for your ads and then don’t logically find another ad headline that could help support consistency with your given keyword, you can A/B test on top of this instead of needing to wait until your A/B tests prove a level of statistical significance.
The ad relevance is the most important to me because the experience from the search query to the ad should be the first step in an effective ad and they will improve the CTR just by being relevant to the search engine. The landing page experience is the second measure that can be evaluated but I recommend going with your previous best practices as the first attempt at relevance throughout all three, the search query, the ad, and the landing page. Then, test each step in the process starting with the ad relevance.
Once you get a certain degree of approval in the ‘below average’ ‘average’ and ‘above average’ tests for ad relevance you can nitpick and do more sustainable A/B tests to get more accurate in your ads. I also recommend keeping an ongoing log with optimizations and what those were so you can look back at your excel sheet and understand what you changed so you can remember and chart your improvement over time.