Brenda's working on improving a Google Search Ad's Quality Score so it potentially gets a better ad rank and performs better in the ad auction. What change to Brenda's ad might improve the Ad Rank?
Making the headline bold to potentially improve the eCTR.
Using colors in the message text to improve Quality Score.
Incorporating an image to make the ad more enticing.
Adding seasonal messaging during the holiday season.
Explanation
Analysis of Correct Answer(s)
Adding seasonal messaging is a best practice for improving ad performance. This change directly impacts two key components of Quality Score:
- Ad Relevance: By tailoring ad copy to a specific season or holiday (e.g., "Holiday Sale"), the ad becomes much more relevant to users making seasonal searches.
- Expected Click-Through Rate (eCTR): Timely and relevant messaging is more compelling and attracts more clicks, which improves the eCTR.
An improved Quality Score is a major factor in calculating Ad Rank. A higher Ad Rank can lead to better ad positions at a lower cost.
Analysis of Incorrect Options
- Incorporating an image: Standard Google Search Ads are text-based. While Image Assets (extensions) can be added, you cannot incorporate an image directly into the core ad copy. This option is more relevant for Display or Shopping ads.
- Using colors in the message text: Google controls the formatting of Search Ads. Advertisers cannot change the text color within the headline or description.
- Making the headline bold: The headline of a Google Search Ad is already bold by default. Advertisers have no control to add extra bolding to the text.