Charlie is working to improve the quality score of a Google Search ad by improving his expected click-through rate (eCTR). Which of the following actions might improve Charlie’s eCTR?

Question: Charlie is working to improve the quality score of a Google Search ad by improving his expected click-through rate (eCTR). Which of the following actions might improve Charlie’s eCTR?

• Including keywords in his ad text
• Decreasing the bid for the ad
• Improving the speed of his website
• Cloning the ad multiple times

The right answer was: Including keywords in his ad text