How To Improve Your Yahoo Quality Index
When Yahoo! serve the ads that are displayed on the search results they use something called the "quality index" to determine what adverts will be shown. The lower your quality index score the less chance there is of your advert being displayed.
An ad’s quality index is a relative measure of how relevant it is to users. In determining your quality index, The system takes into account your ad’s click-through rate compared to its average position in search results, as well as to that of other ads displayed at the same time, other keywords in your ad group, and other relevance factors.
So what can you do to improve your yahoo! quality index, Improve your adverts performance and increase sales?
Use relevant keywords — Make sure the keywords in your ad group are highly relevant to the ads in the same ad group.
Include your keyword in your ad text — You can use the Insert Keyword feature to help you do this automatically.
Take advantage of excluded keywords — Use this feature to block certain searches that you think may not be relevant. By doing this you will save money as well as increase CTR.
Use ad testing — You may have noticed that when you create an ad in an Ad Group, you are prompted to create another one. You should do this in all of your ad groups, because when you create more than one ad, the system will test the ads automatically. Ads that perform better then begin to appear more frequently in search results.
Gather intelligence — Almost all’s fair in love and advertising, so you shouldn’t feel shy about spying on your competitors. And by spying, we mean searching for their products or services so you can look at their ads.
Offer specials — Consider including special offers in your ad copy. Limited-time offers, free shipping, two-for-ones, free gifts, contests and so forth can be very effective. Remember, it’s not just about your ad, it’s also about the value that users think you can deliver.