Keywords Not Triggering Ads
I have several campaigns currently running. I cannot see that they are appearing when I hover over the Status. I keep seeing "Your keyword isn't triggering ads to appear on Google right now due to a low Ad Rank."
- Expected clickthrough rate: Below average
- Ad relevance: Above average
- Landing page experience: Average
What can I do to fix the Expected CTR? Are there any specific keywords I should place more emphasis on? I use the phrase match mainly for all KW's. Is there something else I can add to give us a higher QS and have our ads appear more frequently?
Thank you all in advance!
Keywords Not Triggering Ads[ Edited ]
December 2016 - last edited December 2016
CTR is about half of what weighs into quality score, in my estimation. Of course, Google does not disclose the specifics of what goes into Quality Score because it would lead to "gaming". But they do provide general guidelines.
CTR is a comparative score. Google is comparing your CTR to the CTR of other advertisers using the same keyword. So even what would normally be considered a good CTR, can lead to a low QS for some keywords. You are in effect, competing with your competitors' ad copy.
The landing page should contain information about the topic the keyword relates to, or the keyword itself. Look at your title, headings (H2 H3 etc), image tag, and body text and see if the landing page provides what is being searched for. The page should load in 3 seconds or less, preferably on the faster side; and should be mobile-friendly (responsive). Google may follow any links from the page to derive further signals as to relevancy.
In other words, you are SUPPOSED to be a little bit perplexed. Just follow the guidelines and best practices, and you'll be fine over time. Remember, many campaigns perform quite well with less-than-ideal quality scores.