Content quality really matters for paid search

July 15, 2021

Paid search is organic search plus one additional ranking factor: money.

Literally. The ranking algorithm for ads takes into account very similar factors to those used for organic rankings, like

  • Readability
  • Relevance
  • Landing page UX

…plus

  • How much you’re willing to bid for a certain keyword

That means that useful, engaging content can dramatically lower acquisition costs. And the inverse is also true: poor content requires higher bids.

Google will tell you when content is limiting you.

This metric is called Lost Impression Share. There are some related metrics you can look at, like Quality Score, which can give you some information about how Google views your site experience.

This is all good news. It means that you, as a content marketer, have a lot to contribute to paid acquisition programs.

🏄 What you can do

You might not want to pull paid search reports yourself. But you can talk to the person who is in charge of your team’s paid search. Say something like…

  • Do you know how Google Ads is rating the quality of our landing pages? I’d love to see where there’s an opportunity to rank better.

  • I’ve heard Google Ads uses content quality as a factor for how often our ads show up. Do you have a sense as to if we’re having to pay more because of content quality? And is there anything I can do to help with that?


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