For advertisers bidding on maximum CPC basis, Quality Score on the Display Network is evaluated on the:

  • Quality Score of all campaigns and regional targeting settings
  • Quality Score of keywords across all campaigns and all ad groups
  • click-through rate (CTR) of the ad and relevance of the ad text and keywords to the publisher’s site
  • clickthrough rate (CTR) of all keywords across the account and the relevance of the ad text and keywords to the advertiser’s landing page 

Explanation: Now, say that the ad unit shows more than one ad. Google use “Relative CTR of Position” to show that not all ad positions are equally visible, and that higher ad positions can get you more clicks than lower ad positions. (“CTR” refers to your ad’s clickthrough rate.)

Read more herehttps://support.google.com/partners/answer/2996564

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