How do you balance the need to qualify leads vs. getting a high CTR? We are a B2B company that provides custom projects, so we need to weed out clients looking for a commodity, but it sounds like this could affect our Quality Score.
One approach is to try to qualify leads through the keywords you bid on instead of with your ad. Longer-tail keywords reveal more intent, so by focusing on long-tail keyword research, you may be able to get high CTRs while also ensuring that your traffic is qualified.
Negative keywords are another way to filter out low-value, non-converting traffic; this is why people often set "free" as a negative keyword. This will help keep your PPC costs down, but keep in mind that negative keywords don't affect Quality Score, because Quality Score is only calculated for exact-match queries.
Do site links improve CTR and Quality Score?
According to data from Bigmouth Media, "ads that run with Ad Sitelinks typically result in an average click through rate increase of 30%." RKG reported similar results …
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