A client wants to get more clicks on his ad and also raise his Quality Score. Which of these actions may get him more clicks but won’t raise his Quality Score?
Reducing prices on his inventory
Adding an extension
Improving a lower-level page on his website
Using the Shopping ad format
Quality Score is an estimate of the quality of your ads, keywords, and landing pages. Higher quality ads can lead to lower prices and better ad positions. You can see your Quality Score (Quality Score is reported on a 1-10 scale and its components (expected clickthrough rate, ad relevance, and landing page experience) in your keywords’ “Status” column. The more relevant your ads and landing pages are to the user, the more likely it is that you’ll see higher Quality Scores. Quality Score is an aggregated estimate of your overall performance in ad auctions, and is not used at auction time to determine Ad Rank.
Ad extensions are a component of Ad Rank along with your bids and the quality of your ads. You can often get the same number of clicks for less money when you use ad extensions. They’re intended to be a good thing for your performance.
Read more here: https://support.google.com/adwords/answer/6167131?hl=en
Ad extensions give your ads more prominence and get you more clicks and valuable user interactions, like calls. This guide helps you understand ad extensions.
Ad extensions provide additional information and let people take action directly from the search results. During intent-rich micro-moments, extensions give your ads more prominence and get you more clicks and valuable user interactions, like calls. Ad extensions make your ads more appealing, often at a lower cost per additional click than the cost of moving up a position. In this guide, we’ll cover the aspects of AdWords ad extensions that you should know about when managing your account.
Enable all ad extensions that make sense for your business.
Advertisers spend lots of time optimizing their ad text (which is great), but implementing extensions is often an immediate and highly impactful way to improve CTR. An ad extension adds value to potential customers by being present and providing additional relevant information.
We’ve also found that more information is a good thing, which means that ads with multiple extensions often perform better than ads with only one extension. Identify which extensions work for your business and implement them. The best combination of these extensions is automatically determined on an auction-by-auction basis. That extra prominence can also be a great thing for you and your brand, and that extra space can go a long way toward standing out on the results page.
Extensions and Ad Rank
Additionally, ad extensions are a component of Ad Rank along with your bids and the quality of your ads. You can often get the same number of clicks for less money when you use ad extensions. They’re intended to be a good thing for your performance.
Ad Rank also determines which extensions are eligible to show with your ads. During each auction, you need to pay the minimum amount necessary to have your Ad Rank, factoring in your extensions, beat that of the advertiser with the next highest Ad Rank (or the minimum Ad Rank necessary to appear in that position).
Extensions will only be shown when your Ad Rank is high enough. There are times when you may need to increase your ad quality or bid in order for your extensions to show.