Basics on Quality Index and Ad Copy – Tips from Yahoo

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Your ad quality, which is based in part on how frequently people click on your ads relative to your competitors, matters a lot. High-quality ads can receive higher ranking on the search results page at a possibly lower cost-per-click. On the other hand, poor-quality ads can cost you more and are most likely not attracting customers. So it’s critical to write good ad copy that will help improve the quality of your ad and help you get more clicks.

Monitoring and Maintaining Your Quality Index
In your account, ad quality is represented by your quality index. You will see the quality index shown as one to five bars—the more bars an ad has, the higher its quality. Monitoring your ads’ quality indices, which are displayed on the Ad Group details page, can help you figure out which ads need more work.

Writing Effective Ad Copy
Well-written ads get the attention of your customers and may improve your click-through rate (CTR) and ad quality. Here are some tips for writing great ads:

Be clear and precise – Write ads that are clear, concise, honest and, of course, grammatically correct. Don’t over-hype your business.
Use your keywords in your ad – Use the Insert Keyword function, available when you create a new ad or edit an existing one, to automatically insert your keyword in your ad. Keywords in your title or description help your customers recognize that your ad matches their search.
What’s in it for your customers? – Be specific as to how your service or product can benefit your customer.
Include a call-to-action – Words like “Buy Now” in your ad may encourage customers to click. If you have a specific offer, make sure you state it.
Set yourself apart – Let people know how you’re different from your competitors—free shipping, a money-back guarantee, many years in business and so on—and give them a reason to click your ad instead.

Find out which Ads Work Best
Make sure you use ad testing, also known as A/B testing, to test multiple ads. When you create more than one ad in an ad group, our system will automatically display the higher performing ads more frequently in search results. With different ad copy, you can see which ads attract the most customers.

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