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Quality Score And PPC Management
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Quality Score And PPC Management

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Presentation by Jonathan Hochman at SMX Advanced, Seattle, June 2, 2009.

Presentation by Jonathan Hochman at SMX Advanced, Seattle, June 2, 2009.

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    Quality Score And PPC Management Quality Score And PPC Management Presentation Transcript

    • Quality Score and PPC Account Management SMX Advanced, June 2, 2009, Seattle, WA Jonathan Hochman
    • What is Quality Score?
      • QS is a set of algorithms used by Google to organize the AdWords auction:
      • What ads show?
      • How to rank the ads?
      • How much will the clicks cost?
      • The algorithms are secret, but some details are known.
    • Google Quality Score
      • What does it stick to?
      • Keywords
      • Matched Ads
      • Display URLs
      • Landing Pages
      • Geographic Areas
      • AdWords Accounts
      • Content Networks
      http://adwords.google.com/support/aw/bin/answer.py?hl=en&answer=10215
    • Microsoft Quality Based Ranking
      • Keyword relevancy to client offering, as determined by software
      • Ad Text
      • Ad Landing Page
      • Overall website user experience, measured by dwell time
      • Scores are not revealed. 
    • Yahoo! Quality Index
      • Attaches to ad versions
      • Influenced by relevancy of keywords in the group.
      • Historical or expected CTR
      • Scored on a scale of 1-5
      • Yahoo says segregate groups by keyword theme.
    • Google QS Optimization
      • Nine favorite tactics:
        • Delete search KW with CTR < 0.50%
        • Keywords with QS < 6 are deleted or refined
        • Use KW tool to generate negative keywords
        • Start with at least one non-DKI ad version
        • Landing pages link to Privacy and About Us
        • Draw tight lines on the map
        • Generous use of site exclusions
        • Opt out of mobile device ads (often)
        • Separate search and content campaigns
    • QS Optimization in Action
      • Publisher spends $40,000 per month to generate visits. Optimizations:
      • Expand keyword lists
      • Test new ad versions
      • Prune low quality KW, ads, networks
      • Drop bids to maintain constant spend
      • Over six months visits improved 300% with the same budget.
    • Marginal Keywords
      • What do you do with a keyword that rates 5 but still drives conversions?
      • Running marginal keywords could damage account QS. How much? A few low QS yet productive keywords are probably harmless.
    • What to do about QS 5 keyword?
      • Company sells blast cleaning equipment
      • Prospects call this sandblasting equipment
      • Something else called sandblasting has higher search volume
      • Without sandblasting , lead volume dives
      • Wrote defensive ad and ran the keyword.
      • Business goals trump Quality Score.
    • QS is Relative
      • Quality score is relative to the competition
      • Marginal keywords can be friends
      • Don’t bring a knife to a gun fight
      • OK to compete with QS 5 against QS 4/5/6, but probably not against QS 8+.
      • Some keywords are ambiguous by nature. All advertisers may have lower QS.
      • The bottom line: Cost per Conversion.
    • Homonyms, Heteronyms, and Capitonyms
      • Ford Focus ad on photography website
      Do words with different meanings hurt Quality Score?
    • A/B Testing of Ad Versions
      • Running new ads against seasoned ads is not a valid A/B test. QS affects ad rank, CTR and conversion rates.
      • Launch new ads and a copy of the old ad at the same time.
      • Use Google Website Optimizer to test landing pages, not ad versions.
    • Invalid A/B Testing
      • Ad (A) was running a long time
      • New ad (B) is the same except domain name is capitalized
      • Statistically valid CTRs:
      Which ad is better? Unsure, due to QS effects Data has been anonymized 0.77% B - www.DomainName.com 1.01% A - www.domainname.com
    • Changing Display URLs
      • Display URLs matter. If you change them, you may pay more for the same ad position.
      • Should some changes inherit the QS of the original ad? Is Google collecting a QS tax on minor changes?
    • Launching New Accounts
      • What’s the best way to launch a new account?
      • Many theories, but no silver bullets.
    • Cautious Launch Strategy
      • Pick best five landing pages
      • Create tightly focused ad groups
      • Cover branded and niche terms with the highest CTRs
      • Favor KW with QS 7+
      • Incrementally build the account
    • Self-Managed Accounts
      • Poorly managed accounts develop a bad QS, to the point that ads won’t run, or costs may be extreme.
      • Google reps have provided “unofficial” advice to close QS-impaired accounts and start over.
    • QS Crash and Burn
      • Startup tries PPC
      • Generic KW like graduation and jobs
      • Unclear value proposition
      • Content-poor website fails to engage
      • Very low CTRs
      • Suggested bids rise to $5+
      • Advice: rethink business plan
    • Should QS be Bought and Sold?
      • QS is a valuable asset. What if an agency runs client campaigns in its own account?
      • Google doesn’t allow selling of PageRank. Should they allow selling of QS?
      • What if a client needs to set up a new account? Should QS be portable?
    • $20,000/month PPC Account
      • Client is working with a major SEM firm
      • SEM firm runs client ads in firm’s account
      • They part ways
      • SEM firm gives client an AdWords Editor Backup file
      • Client sets up a new account
      • What happened to their QS?
    • QS adds Hair to PPC Management
      • Quality score introduces hysteresis : the system has memory.
      • Hysteresis complicates statistical analysis. Must look at the entire history, not only recent states.
      • May take time for a system to converge on a result after changes.
    • CTR and Avg. Position It’s hard to understand the correlation between CTR and ad rank due to multiple causes and effects.
    • All Changes are Bad™
      • A client recently said, “All changes are bad. Whenever we make changes, results are worse.”
      • What to do with a sub-optimal account running well enough? Restructuring may depress results until the quality score converges .
    • QS and Innovation
      • QS often favors incumbent keywords, ads and advertisers over newcomers.
      • Does QS discourage innovation?
    • An Advertiser’s Wishlist
      • Provide better disclosure of how QS affects costs.
      • Establish a policy on the selling and portability of QS.
      • Offer a sandbox for A/B testing that avoids QS complexity.
      • Jonathan Hochman
      • For Questions or Comments
      • Contact Us Today!
      • www.HochmanConsultants.com
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