The Quality Score is a highly important number that dictates whether or not all of your keywords are given the go ahead or not. You don’t want a low CTR because it means that you have low Quality Score. Keep in mind that this Score is ever-changing depending on the performance of your ads, so make sure you regularly check it. Concentrate of the Structure of Your Ad Group: Checking the structure of your ad group will improve the performance of your campaign which means an improved Quality Score. In this case, there are a few principle factors that will affect your Quality Score. So, for example, less keywords in an ad group means that your ads will be more relevant to each situation. In addition to this, it’s also important to get the right mix of “match types” here as it will help your normalized clickthrough rate to rise, which will obviously lead to a higher clickthrough rate. For instance, if your ad campaign is about hooked on phonics reviews, then make certain it’s relevant.
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