Our team of experts analyzed the effectiveness of an advertising campaign launched using Google Ads. As a result, conclusions were drawn that indicated a direct dependence of the quality of Google Ads ads on the cost of a click.

Task

Study the impact of Google Ads ad quality on the cost per click using the example of one of our projects: New Media typography.

How search ads work

To complete the task, it was necessary to find out how Google Ads works: responsive search ads automatically select relevant content, allowing users to be shown messages that match their queries. By entering titles and descriptions, the user forms the components. Based on them, Google Ads creates ready-made ad variants. Each user sees the ad that most accurately matches his query.

Each responsive search ad is automatically evaluated by the system and can receive a quality rating: “poor”, “average”, “good”, and “excellent”.

The quality of the ad directly affects the cost per click and the ad’s ranking in the auction. This indicator is based on a number of factors, including the relevance of the text to search queries, the probability of clicking on the ad, and the quality of the landing page.

In addition, the quality of the ad is directly affected by:

  • Number and variety of headlines used.
  • Use of keyword headlines.
  • Number and variety of ad descriptions.

We decided to verify the reliability of the information on our own experience by taking on one of the projects. Having collected the above data, we drew up a work plan.

List of completed works

We started working on the project in July. All ads in the account had a quality score of “poor”. The average cost per click was over 20 UAH, and the conversion cost was almost 170 UAH.

Over the course of two months, work was carried out to improve the quality of ads. It consisted of the following:

  • tracking the effectiveness of advertising campaigns and planning costs;
  • completing weekly reports on the effectiveness of advertising campaigns;
  • restructuring advertising campaigns: regrouping keywords, separating campaigns by language targeting, — to increase the relevance of ads to user search queries;
  • creating new search ads for each group of keywords. Relevant keywords, descriptions of services and benefits of the service, calls to action were used in the texts and titles of the ads;
  • analyzing competitors’ landing pages to identify the elements they use to increase conversion.
  • restructuring and reconfiguring remarketing in the display network.

As a result, the quality of all ads in the account was reduced to an excellent rating.

Conclusions

Ultimately, our experts confirmed that the cost per click depends on the quality of the ad — the better it is, the lower the cost per click will be.

As a result of improving the quality of responsive search ads, we managed to reduce the cost per click by 25%.

Advertising campaigns began to receive more traffic within the monthly budget.

Accordingly, the number of conversions increased and their cost decreased by 41%.