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Ad rank and ad strength: They are not the same thing!
Hot tip: when writing ad copy, don't worry or focus about what Google tells you is a "strong" ad. When writing ad copy focus on the end user – their needs, wants and pain points.
Pin a headline or a description – if your ad strength shows 'poor' it means nothing.
Ad rank however is what is important. Don't worry about ad strength – write ad copy for your users, not for Google.
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1 Reply
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*BOOM!*
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What are your thoughts on how it impacts your auction/placent?
Many insights say ad strength is the algorithmic analysis for search relevancy. And if the score is too low it handicaps you on the bid leading to hire costs, despite being more user friendly.
Sort of like if someone searches for temperpedic beds and your ad says “best above ground pools.”
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Excellent ad strength seems to get much lower CPCs (up to 40% less) than my usual Poor ads that are heavily pinned and aren’t padded with fluffy claims Google likes. However, the Excellent ad has horrendous conversion rate to a point CPA is unsustainable high.
My local Google rep has suddenly gone quiet when I asked for an explanation. Seems like better ad strength just shifts clicks to poorer quality traffic that’s cheaper, lower converting.
Found this out by running 2 similar RSAs on even rotation across about half dozen adgroups, all generic keywords in home services. Hopefully interesting observation for anyone else seeing similar results.
Don’t care about ad strength. I trust how I run things, been in the field since 2008. Inhouse and agency roles, no freelancing
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Many in the industry and Google itself says that Ad Strength is not a direct factor. What I have seen is, with Smart Bidding, the lower Ad Strength ads have a much lower “% Served” than the ones that are Good and Excellent.
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Ad Rank = CPC * (landing page experience, ad relevancy and expected CTR from account historical data).
This is all pre-click data. Has nothing to do with conversions and conversion rates or even lead gen.
The “landing page experience” rating is simply matching KW from the ads and what the account is using. Again nothing to do with path to conversions or modern day funnels.
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Yes. Who told its same?
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