There is a lot of data in this article

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This is an important and substantive distinction because hopefully you believe in the drive to encourage people to move into higher positions. Raising your bid may put you in a better position and may improve your CTR but may not improve your. Those with expected click-through rates likely have an average of approx. Increasing CTR below this expected CTR will greatly improve quality but increasing CTR above this metric will result in rapidly diminishing returns.

Want to keep it handy for later? Download a version of this article shareholder database here –> What does it mean? Key points Wow are you tired? I am. But honestly what I hope you take away from this, besides the very specific points I give you below, is that it is indeed hackable. This isn’t some completely mysterious and automated magic realm where advertisers plod along under the thumb of the benevolent God of Google. You’re also not entirely at the mercy of malicious competitors and money-hungry platforms.

So how exactly do you start taking real meaningful steps to improve your Quality Score improvements and get a greater return on your investment? Here’s my best advice. Understand Quality Score and give it the attention it deserves Hopefully by now you've convinced yourself that Quality Score is a critical metric that controls CPC ad ranking as well as almost every other important metric including CPC. Quality Score is calculated based on the keyword's ad's expected click-through rate relative to its current ad position.