Keywords And Ads Can Be Targeted

To optimize the quality score and to find out the Google algorithm, we again use responsive search ad. If you set up an RSA and add up to 15 headlines and 4 descriptions, you’ll quickly notice that the number of impressions per headline or description varies a lot. The better it ties into this, the more impressions. In fact, Google looks for the expressions with which they determine the highest quality score. Since the landing page is the same across the RSA, the difference in quality score between them is based on expected CTR and ad relevance. And this again is valuable information to optimize your pages.

And Ads Can Be Targeted

Do certain expressions within your RSA have significantly more impressions than the rest? Combine this meta description!  But which page is the most relevant and best matches your objective? Think of a keyword in an exploratory phase. Do you direct Fiji B2B List them to a product page or is an informative blog more relevant at this stage? And is the order of the current organic positions as desired or does another page rank higher than the desired page? In this case, too, SEO is not the ideal channel for a representative A/B test. You have to deal with many different (external) factors. Think of the difference in the organic position and other expressions in Google due to the difference in the page title and meta description.

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Ads Can Be Targeted

Such a test is fairly easy to set up within SEA. The frames stay the same, but half of the search traffic goes to the alternate landing page. You can then draw your own conclusion based on, among other things, KPIs that are valuable to you. In addition, it is also useful to see whether there is a difference in the quality score. Since, except for the landing page, the frames are the same, any difference is in “the landing page experience.” And the higher the Quality Score, the cheaper you can advertise within SEA.  From SEA there is therefore an enormous amount of possibilities to take SEO to a higher level, which should result in more organic traffic. If you take SEO to a higher level, and with it the Quality Score, SEA benefits because you can advertise more efficiently.

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