3) Quality Score
The advertisement is the most important piece of your Google Ads, but it is not the only relevant part. Google’s Quality Score system takes into account not just the ad but also its context. Your score is affected by factors like keywords you do and do not associate with the ad, the landing page your ad clicks to, and the entire setup’s mobile readiness.
Thinking of your desired conversion target through the advertisement’s UX ensures that you come out with a relevant, compelling ad. If you work with an AdWords consultant, they would be able to keep your Quality Score up, which gives you a lower cost per click.