01-23-2019, 06:39 AM
Yes. Simple answer:
1. Pay less per click - Google rewards higher CTR with a higher Quality Score which allows you to pay a lower Cost Per Click. So its in your best interest to improve your CTR and consequently QS.
2. Take advantage of limited searchers - you cannot control how many people search for your product or service per day. This is a limited resource. So if you show an ad and get a "low CTR" then you missed out on those searchers. Maximizing your CTR allows you to bring more qualified searchers / potential customer to your site.
Concept behind why Google favors CTR:
1. Better Google Experience - If people search on Google and the ads are relevant then Google provides searchers a GOOD user experience - so Good ads make Google look Good and the opposite is true as well.
For example: if someone searches for "dog food" and sees an ad for "cat food", then Google looks bad for showing a "cat ad" to a "dog searcher".
Being able to match a relevant ad to a searcher increases their likelihood to find what they are looking for efficiently = good Google user experience. This is why Google also extend the QS to the landing page. If a "dog food" ad sends someone to a "cat food" landing page then the user will be disappointed so Google monitors this as well and penalizes bad landing pages with low QS.
2. More money for Google - the more people click on ads (especially compared to the Organic results) the more money Google makes. So yes, better ads are a better user experience but also better for Google's bottom line.... not a conspiracy or anything... just business.
1. Pay less per click - Google rewards higher CTR with a higher Quality Score which allows you to pay a lower Cost Per Click. So its in your best interest to improve your CTR and consequently QS.
2. Take advantage of limited searchers - you cannot control how many people search for your product or service per day. This is a limited resource. So if you show an ad and get a "low CTR" then you missed out on those searchers. Maximizing your CTR allows you to bring more qualified searchers / potential customer to your site.
Concept behind why Google favors CTR:
1. Better Google Experience - If people search on Google and the ads are relevant then Google provides searchers a GOOD user experience - so Good ads make Google look Good and the opposite is true as well.
For example: if someone searches for "dog food" and sees an ad for "cat food", then Google looks bad for showing a "cat ad" to a "dog searcher".
Being able to match a relevant ad to a searcher increases their likelihood to find what they are looking for efficiently = good Google user experience. This is why Google also extend the QS to the landing page. If a "dog food" ad sends someone to a "cat food" landing page then the user will be disappointed so Google monitors this as well and penalizes bad landing pages with low QS.
2. More money for Google - the more people click on ads (especially compared to the Organic results) the more money Google makes. So yes, better ads are a better user experience but also better for Google's bottom line.... not a conspiracy or anything... just business.
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