What SEM data should you prioritize when analyzing ad copy?

2 Quality score (QS)

Another SEM data to prioritize when analyzing ad copy is quality score (QS). QS is a metric that Google uses to measure the quality and relevance of your ads, keywords, and landing pages. QS affects your ad rank, which determines how often and where your ads appear on the SERP, as well as your cost per click (CPC), which is how much you pay for each click on your ad. QS is based on several factors, such as CTR, ad relevance, landing page experience, and historical performance. A high QS means that your ad copy is aligned with your keywords and user intent, while a low QS means that your ad copy is not relevant or useful to your audience. You can use QS to optimize your ad copy, keywords, and landing pages to improve your ad rank and lower your CPC.

3 Conversion rate (CR)

A third SEM data to prioritize when analyzing ad copy is conversion rate (CR). CR is the percentage of users who complete a desired action on your website after clicking on your ad. A desired action can be anything that you define as a goal, such as making a purchase, signing up for a newsletter, downloading a resource, or filling out a form. CR indicates how effective your ad copy is at driving users to take action and generating value for your business. A high CR means that your ad copy is persuasive and compelling, while a low CR means that your ad copy is not convincing or clear enough. You can use CR to measure the return on investment (ROI) of your ads, identify the most profitable ad copy elements, and optimize your ad copy and landing page for conversions.

4 Impression share (IS)

A fourth SEM data to prioritize when analyzing ad copy is impression share (IS). IS is the percentage of impressions that your ads receive out of the total number of impressions that they are eligible to receive. Impressions are the number of times that your ads are shown on the SERP. IS indicates how competitive and visible your ads are in your target market and keywords. A high IS means that your ads are reaching a large portion of your potential audience, while a low IS means that your ads are missing out on opportunities to be seen and clicked. You can use IS to evaluate your ad budget, bids, and targeting, and adjust them to increase your ad exposure and reach.

5 Ad relevance score (ARS)

A fifth SEM data to prioritize when analyzing ad copy is ad relevance score (ARS). ARS is a metric that Facebook uses to measure how relevant your ads are to your audience. ARS affects your ad delivery, which determines how often and to whom your ads are shown, as well as your cost per result, which is how much you pay for each outcome that you optimize for. ARS is based on several factors, such as positive and negative feedback, expected CTR, and historical performance. A high ARS means that your ad copy is engaging and resonating with your audience, while a low ARS means that your ad copy is not appealing or appropriate to your audience. You can use ARS to optimize your ad copy, audience, and creative to improve your ad delivery and lower your cost per result.