The main drive by Google is to provide its users with relevant information. At grammar school you learn to place a capital letter at every new paragraph or after each full stop. The main reason for this is to make it easier to read. Capital letters catches the attention of the eyes and thus making it easier to read.
Using capital letters in your Ad text has proven to be much more appealing to the eye. This will attract the searcher’s attention to your Ad text and increase the possibility of a click though. This will in turn help you to increase your CTR. If you just have a look at some of the competitive words you will notice that they start with a capital letter. This is a tip worth implementing.
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Your Ad position on content and search pages is based on their Ad Rank. The ad with the highest Ad Rank will appear in position number 1 and the others with a lower Ad Rank will following down the page.
The criteria used by Google AdWords for determining your Ad Rank are different for keyword-targeted ads that appearing on the search network than those that appear on the content network. We will have a look at the Ad Rank for keyword-targeted ads that appearing on the search network.
The two parameters used by Google AdWords to determine the Ad Rank are cost-per-click (CPC) bid* and Quality Score. The formula used is as follows:
Ad Rank = CPC bid × Quality Score
The aspects that determine your Quality Score for Ad Rank is different from the one used to determine the minimum CPC bid and they are as follows:
- Your keyword and ad relevance to the search query
- Your account history, this includes your CRT for all ads and keywords in your account
- Your historical CTR of the matching keyword and ad on Google (Note that the CTR on the Google network is not considered)
- As well as some other relevance factors used by Google AdWords
Your landing page quality does not have an influence on this Ad Rank Quality Score.
To improve your ranking you will either need to improve your Ad Rank Quality Score or you will need to increase the CPC bid of your keyword. Relevant keywords and ad text will always lead to a higher CTR, witch in tern will increase your Ad Rank Quality Score. The resources provided by Google AdWords can help you to improve your Ad Rank and Quality Score. They are as follows: Traffic Estimator, Optimization Tips and content bids.
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