Quality Score Tip: Display URLs

Author: Matt Commins

If you read my column, the Definition of Quality Score you learned how the Display URL is one of many factors used in the quality score calculation. This quick tip is a display URL strategy you could employ on your account to achieve higher quality scores.

Basically, use one display URL for all the branded keywords and apply the same display URL to the ads for the top five non-branded head terms. Branded keywords and its ads usually have CTRs in the 20-40% range, which is vastly higher compared to non-branded keywords. By applying the display URL from the branded ads to the head terms will allow the head terms to have a competitive advantage in the paid search landscape.

Today’s video choice is the Bernie Lean music video with the Oakland Athletics.