This week was all about big brother. When I say that, I am being a little facetious but really this week has shown me how much Google really matters for businesses and how important it is to track user information. At the beginning of the week we learned about quality score which is an advertising metric which indicates how much google likes your ads and it means they are sort of willing to help you be more successful by giving you a better CPC. The way that quality score is determined is by three separate metrics: ad relevance, expected click through rate, and landing page experience. Ad relevance is how well your ad relates to the keyword being used for the search and this is influenced mostly by your ad copy including relevant terms. Expected click through rate is how likely someone is to click on your ad after making a search and is also influenced by your copy and essentially how well you say "this is what you're searching for". Finally, landing page experience is what it is like for the customer once they click on the ad. If your ad says you will tell them what 4+4 is, you better tell them what the answer is. If instead you're asking for their email so you can tell them the answer, that is a bad landing page experience.
During the second half of the week we learned about Google analytics which was described "like following around a customer through the store with a clipboard." Google analytics allows website owners to see how visitors are interacting with their website and gain insights on how they can make their website better. It is a very useful tool to use in conjunction with Google ads because it will allow you to really improve your landing page experience once you figure out the type of people visiting your website and where they are coming from.
