It was almost a year ago when I posted about Google's new adwords quality score algorithm. Not surprisingly, a number of switched on marketers in the states have been keeping a very close eye on the impact that the quality scoring system has made to key adwords metrics such as CTR (Click through rate).
The idea for this post was sparked by a great post by LeeAnn over at Efficient Frontier that talks about the various search advertising networks and their comparative click through rates over the last year. These are very interesting statistics alone.
Jonathan Mendez made the same statistics even more interesting with his additional Google landing page quality & CTR insights. He has aligned the implementation of further adwords landing page quality score factors with a significant jump in CTR metrics from search based adwords campaigns.
From a kiwi perspective, this information is extremely valuable. These US based industry gurus are beginning to establish clear trends as a result of the changes that are being made to the way important tactics such as adwords work.
The sheer weight of numbers that are generated by the campaigns that these guys are running are not even comparable to even the largest Google advertisers in New Zealand. New Zealand businesses will always struggle to identify meaningful trends quickly in this type of fashion- they just cant generate enough clicks to analyze and make factual conclusions quickly & confidently.
Every so often we get an opportunity to leverage the knowledge that has been gained in the US (where applicable). The lesson in this instance is to ensure that your adwords campaign landing pages are extremely relevant to your ad creative. It's going to help your CTR which means more clicks which should mean more conversions....