A Search ad’s auction-time ad quality is affected by three factors. What are they? Select 3 Correct Responses
Select all correct answers
Correct Answers
Ad relevance affects auction-time ad quality.
Expected clickthrough rate affects auction-time ad quality.
Ad landing page experience affects auction-time ad quality.
Why is this the correct answer?
A Search ad's auction-time ad quality is affected by three factors: ad relevance, expected clickthrough rate, and landing page experience. These three components combine to form Quality Score. Ad relevance measures how closely the ad matches the searcher's intent. Expected CTR predicts how likely the ad is to be clicked based on historical performance signals. Landing page experience evaluates how useful and relevant the destination page is for someone who clicks the ad. Together, these determine the quality component of Ad Rank.
Why are the other options incorrect?
Ad Rank affects auction-time ad quality.
Ad Rank is the output of the auction calculation — it is determined by quality and bid, not a factor that affects quality itself. Ad Rank and ad quality are related but distinct concepts.
Bidding strategy affects auction-time ad quality.
Bidding strategy affects bid amounts and campaign automation but is not one of the three factors that determine auction-time ad quality.
Real-World Example
A software company improves all three quality factors: they rewrite ad copy to match search queries more closely (ad relevance), use stronger CTAs to increase expected CTR, and redesign the landing page to match the ad promise (landing page experience). Quality Score rises from 4 to 9, their Ad Rank improves significantly, and CPC drops from £3.20 to £1.40.