Let's take a look at the updated AdWords advertising statistics. A quick note on advertising data sources: I looked at 30,000 reports from advertisers who ran Word Stream's AdWords Performance Grader for the first time in the past six months. I focused on small to medium sized businesses with average spend between $10 and $5000 per month, with accounts all over the world. Advertising Continue reading below 1. Quality is more important than ever Since my analysis in 2013, impression-weighted quality scores are on the rise! In 2016, the impression-weighted average Quality Score for SMBs is around 6.5. What does it mean? Has everyone gotten better at creating unicorn ads?
Not necessarily. It's not that there are fewer low-quality keywords. There are many donkey keywords with quality scores of 1, 2, 3 and 4. But these irrelevant and low QS keywords are now less likely to be impressed by hair masking service the user. advertising-data-average-quality-score What's happening here is that with the increase in mobile search and the loss of right-side ads, there are fewer ad spots overall, so Google has to be more selective in deciding which ads to diffuse. Unsurprisingly, they increasingly prefer to serve higher quality ads rather than donkey ads. Since low QS keywords aren't even generating impressions now, the impression-weighted average Quality Score is up overall.
Advertising Continue reading below Takeaway: CTR (the biggest component of Quality Score) matters more than ever and continues to grow. If your keywords have very low Quality Scores (1-4), they just won't be as likely to be seen - like if you weren't even running an ad campaign to begin with, so why bother configure them first? 2. About those CTRs - What is a good CTR in 2016? The CTRs this year are higher than ever. ctr-distribution-advertising-statistics When I look at account-wide CTRs (average click-through rate for search), the average ad CTR for small business accounts across all positions is 3.23%.