AdWords Quality Score Types (And How To Improve Them)
 

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AdWords Quality Score Types (And How To Improve Them)

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Tara looks at the five main types of AdWords Quality Score and how they can save you money on Google AdWords if correctly optimised. Including: keyword level, ad level, account level, landing page and ...

Tara looks at the five main types of AdWords Quality Score and how they can save you money on Google AdWords if correctly optimised. Including: keyword level, ad level, account level, landing page and device factors.

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  • Hello, so today I’m going to chat about Quality Score. There’s a lot more to Quality Score than meets the eye – and a lot more than Google tell you – so today I’ll talk about the different QS types and some tips and tricks on optimising them.
  • Research by WordStreamSavings up 66% to 200% since 2009Even more important now than ever before to have a strong QSBut it’s also harder to get the top Quality Scores now…http://www.wordstream.com/blog/ws/2013/03/26/google-quality-score
  • There is an argument to ignore QS and focus on ROI / Revenue. Naturally ROI and QS should be your most important priority, but by optimising QS you can make your account more effective from Google’s point of view – and it will make your account performance more cost effective and save you mulah. We all want to make revenue and that’s the priority – QS is just another piece of the puzzle that can help you make even more!LOWER CPCHIGHER POSITIONSMORE COST EFFECTIVE?MORE CONVERSIONS?Image: http://www.bigstockphoto.com/image-10292142/stock-photo-question-mark
  • I‘m assuming we all know the fundamentals of what Quality Score is – Google says it’s all about the relevance of your ads, keywords and landing pages – and this is fundamentally true – but there are other factors and nuggets of information which can help you further understand QS and optimise your whole account for itImage: .
  • Explain a bit more about these….QS actually exists at all of these levels: the ones we know about (keyword, landing page and ads) but also at account level and device level.Each of these types can be optimised in their own little ways.This presentation will go though each type, dispelling myths about them and giving tips on ways to optimise for them
  • Expand on relevancy – give an exampleEgg if you’re bidding on summer hoolidays and your ad text is about ski holidays – you’re going to have poor relevance….The primary factors of QS can be seen here – CTR, relevance and landing page Quality - this is nothing new – but these factors don’t have much meaning on there own and aren’t as easy to action, so in this presentation will look at each quality score type and how these factors can be applied to them.
  • CTR at keyword level is based on:Historic CTR – so it is really important to get a good CTR from the off by having things targeted and structured well from the off (I see so many people say ‘we’ll split it out when it has more data – but it might be too late by then – get it right from the offIf there’s no history (new account) it will be based on an industry average – the sooner you can perform above the average, the sooner you can reap the rewardsThere is an impression threshold – some people say it’s thousands – I think it depends on the industry – eg a local plumbing co won’t get thousands of impressions on a keyword – so don’t be scared of using broad match modified keywords to up initial impressionsCTR estimates for QS are based on exact match search queries – when the search query exactly matches the keywords (regardless of keywords match type) – so don’t worry about broad match reducing CTR and harming QS - if the KW has never exactly matched a search query, relevancy and industry averages are usedGoogle says that average position is normalised when they estimate CTR for QS, but Google insider Fred Vallaeys (former Google AdWords Evangelist) says this system is not always accurate, so bidding up to get higher positions will still help your Quality Score CTRRemember that QS isn’t a number between 1 & 10, even at KW level where Google chooses to share it with us – so don’t be disheartened if you are making changes and the numbers don’t go up right away or easily – it’s easier to move from lower to higher levels, but harder if you’re already at top levels
  • CTR at keyword level is based on:Plumbers and red shoesHistoric CTR – so it is really important to get a good CTR from the off by having things targeted and structured well from the off (I see so many people say ‘we’ll split it out when it has more data – but it might be too late by then – get it right from the offIf there’s no history (new account) it will be based on an industry average – the sooner you can perform above the average, the sooner you can reap the rewardsThere is an impression threshold – some people say it’s thousands – I think it depends on the industry – eg a local plumbing co won’t get thousands of impressions on a keyword – so don’t be scared of using broad match modified keywords to up initial impressionsCTR estimates for QS are based on exact match search queries – when the search query exactly matches the keywords (regardless of keywords match type) – so don’t worry about broad match reducing CTR and harming QS - if the KW has never exactly matched a search query, relevancy and industry averages are usedGoogle says that average position is normalised when they estimate CTR for QS, but Google insider Fred Vallaeys (former Google AdWords Evangelist) says this system is not always accurate, so bidding up to get higher positions will still help your Quality Score CTRRemember that QS isn’t a number between 1 & 10, even at KW level where Google chooses to share it with us – so don’t be disheartened if you are making changes and the numbers don’t go up right away or easily – it’s easier to move from lower to higher levels, but harder if you’re already at top levels
  • Google is an elephant…it never forgetsWhether you pause or delete a keyword…if you re-create it, it will still have that QS historyThis means only hard work and optimisation can save you if you want to persu a poorly performing keywordIf it stays poorly performing and you’ve done everything you can, and given it a few months, it might be time to delete it.-Image: http://www.bigstockphoto.com/image-47557285/stock-photo-african-elephants
  • Your ads are a key factor for determining your CTR, which is one of the most important contributing factors for your Quality Score.I know I said it in the KW section of the prezo, but structure really is fundamental for ad success – one KW per ad group means the ad can be truly bespoke to that KW & search queryI tend to pause / delete ads with a CTR of 1.5% or less (this is my personal bench mark but might depend on your account performance – consider avgpos too)Split test as soon as you have significant data – again ‘significant data’ will depend on the account itself but you know what a decent level isDisplay URL is one of the key areas of importance – Google even state this in their guidelines as an element of QS, so include the KW here and use it as a good place to start split testing if you want to make an impact fastDon’t be afraid of KW variations if the KW is phrase or broad match as we are not only trying to match the KW here but the users search queries (because QS is calculated on the search query not just the keyword)IMAGE: http://www.bigstockphoto.com/image-44790412/stock-photo-tokyo-december-29%3A-billboards-in-shinjuku-s-kabuki-cho-district-december-29%2C-2012-in-tokyo%2C-jp-th
  • Examples of ad extensions (location, siteinksetc)Say what display URL is…Your ads are a key factor for determining your CTR, which is one of the most important contributing factors for your Quality Score.I know I said it in the KW section of the prezo, but structure really is fundamental for ad success – one KW per ad group means the ad can be truly bespoke to that KW & search queryI tend to pause / delete ads with a CTR of 1.5% or less (this is my personal bench mark but might depend on your account performance – consider avgpos too)Split test as soon as you have significant data – again ‘significant data’ will depend on the account itself but you know what a decent level isDisplay URL is one of the key areas of importance – Google even state this in their guidelines as an element of QS, so include the KW here and use it as a good place to start split testing if you want to make an impact fastDon’t be afraid of KW variations if the KW is phrase or broad match as we are not only trying to match the KW here but the users search queries (because QS is calculated on the search query not just the keyword)IMAGE: http://www.bigstockphoto.com/image-44790412/stock-photo-tokyo-december-29%3A-billboards-in-shinjuku-s-kabuki-cho-district-december-29%2C-2012-in-tokyo%2C-jp-th
  • Expand on relevancy – give an exampleEgg if you’re bidding on summer hoolidays and your ad text is about ski holidays – you’re going to have poor relevance….The primary factors of QS can be seen here – CTR, relevance and landing page Quality - this is nothing new – but these factors don’t have much meaning on there own and aren’t as easy to action, so in this presentation will look at each quality score type and how these factors can be applied to them.
  • Account level Quality Score is the overall historical performance of all the keywords and ads in the account.If you think of your account like a school – when a few really kids start causing problems at a school, if they aren’t dealt with, eventually the school will get a reputation as a bad school – it’s the same with your AdWords account – when you have a significant number of unruley poor performing keywords and ads, eventually the whole account is effected.The impact of this is that when you add new keywords, ads, ad groups and campaigns, this history is applied to their Quaity Score before they’ve even had a chance to prove themselves…IMAGE: http://www.bigstockphoto.com/image-19459973/stock-photo-stack-of-books-with-a-red-apple-and-a-blackboard-with-a%2B-written-on-it
  • Optimising account level Quality Score can seem like trying to move a mountain, because it can take months to see the results of your hard work!I’m afraid there’s no easy quick trick, the devil is in the detail, so keep on at optimising everything at keyword and ad level as discussed in the rest of this presentationA nice way to boost your account CTR if you have a brand new account is to set a brand campaign live before all your other campaigns (this will perform well and create a strong account level QS for when you add new campaigns and keywords)Location is taken into account at campaign level, so make sure your location optimisation is spot on throughout all your campaigns and ad groups – use bid adjustments to equalise CTR and exclude poorly performing locations completelyCreate new campaigns with fresh keyword research to try getting new strong preforming keywords in the account whilst the old keywords get their strength backIMAGE: http://www.bigstockphoto.com/image-47659984/stock-photo-male-mountain-climber-raising-hands-with-icepick-on-top-of-snowy-peak
  • Landing page QS is a very small piece of the puzzle, and will have the smallest impact on your QSHaving said that – good landing pages will boost your conversion rate – resulting in more revenue – and that’s the ultimate goal so why not kill two birds with one stone?It won’t directly impact your ad positions, but it will impact your eligibility – so if you’re missing out on lots of impressions due to rank this might be a good place to startFred Vallaeys has suggested that bounce rates & time on site are factors in QS – and it would make sense as this data is now supplied in the AdWords interface – so evaluate these regularly and deal with any issuesIf you are getting low time on page, it’s probably because the page doesn’t match the users expectations – and this is the fundamental element of landing page success so create new pages if you don’t have a relevant one, or stop bidding on the keywordRemember that landing pages are regularly reviewed by humans as well as algorithmically, so put people first on yoru landing page and provide a strong user journey with relevant content and you’re well on your way to successIMAGE: http://www.bigstockphoto.com/image-15076715/stock-photo-open-books-set-isolated-on-white-background-with-clipping-path
  • Say how I mean relevance eg if someone is searching for Nike trainers, you can’t land them on a page about all different trainer brands because it’s going to have really poor relevance – and they’’re less likely to convert.Landing page QS is a very small piece of the puzzle, and will have the smallest impact on your QSHaving said that – good landing pages will boost your conversion rate – resulting in more revenue – and that’s the ultimate goal so why not kill two birds with one stone?It won’t directly impact your ad positions, but it will impact your eligibility – so if you’re missing out on lots of impressions due to rank this might be a good place to startFred Vallaeys has suggested that bounce rates & time on site are factors in QS – and it would make sense as this data is now supplied in the AdWords interface – so evaluate these regularly and deal with any issuesIf you are getting low time on page, it’s probably because the page doesn’t match the users expectations – and this is the fundamental element of landing page success so create new pages if you don’t have a relevant one, or stop bidding on the keywordRemember that landing pages are regularly reviewed by humans as well as algorithmically, so put people first on yoru landing page and provide a strong user journey with relevant content and you’re well on your way to successIMAGE: http://www.bigstockphoto.com/image-15076715/stock-photo-open-books-set-isolated-on-white-background-with-clipping-path
  • Image of keyword bubble…………..What a good speed is depends on your verticle averageExample of duplicate content…. Offering unique value – different page of content for each keyword?As I said, the user journey should be your first priority, but here are some other handy tips for optimising your landing pages:Prioritise your landing pages by identifying and particularly poor ones via the Keyword diagnosis bubbleMake landing page speed a priority, as this effects the user journey significantly – consider your whole site not just the page too, as that is what is taken into account by GoogleMake your content completely unique, even from organic content blocked by your robots.txt because Google’s AdsBot will still crawl that content and it values unique content as much as organic google bot doesYour page must clearly state what your business, product etc is, and it’s easy to get blined and think that it does because you know what the product or service is, so instead, ask someone outside your organisation to review the page and give you as much detail on the product as possible – if they are struggling it means the google human who reviews the pageMake sure yoru contact details are clearly displayed – this is something google actively looks for but will probably enhance your UX as wellIf the rest of yoru site is shocking or you have duplicate content, block it using commands for Google’s AdsBot crawler
  • Image of keyword bubble…………..What a good speed is depends on your verticle averageExample of duplicate content…. Offering unique value – different page of content for each keyword?As I said, the user journey should be your first priority, but here are some other handy tips for optimising your landing pages:Prioritise your landing pages by identifying and particularly poor ones via the Keyword diagnosis bubbleMake landing page speed a priority, as this effects the user journey significantly – consider your whole site not just the page too, as that is what is taken into account by GoogleMake your content completely unique, even from organic content blocked by your robots.txt because Google’s AdsBot will still crawl that content and it values unique content as much as organic google bot doesYour page must clearly state what your business, product etc is, and it’s easy to get blined and think that it does because you know what the product or service is, so instead, ask someone outside your organisation to review the page and give you as much detail on the product as possible – if they are struggling it means the google human who reviews the pageMake sure yoru contact details are clearly displayed – this is something google actively looks for but will probably enhance your UX as wellIf the rest of yoru site is shocking or you have duplicate content, block it using commands for Google’s AdsBot crawler
  • Little content but it’s uniqueAll the contact detailsGood ‘book a valuation’ call to actionClearly states what their services are (residentials, lettings and auctions)You can’t see it here but it does link to their Privacy PolicyIt’s all about the user!
  • Mobile device Quality Score uses the same QS factors as on desktop, but it is a separate calculation, which makes sense because the mobile ad auction may behave in a different way with different bids and ads, as well as a different user experience on mobile devices.Location is even more important to your relevancy in mobile advertising, so make sure all possible location targeting features are enables and exclude poorly performing locations)Image:http://www.google.com/imgres?biw=1600&bih=775&tbs=sur:fmc&tbm=isch&tbnid=HUZl1u44EaqGAM:&imgrefurl=http://www.flickr.com/photos/k9d/8036497500/&docid=5jKP9rgzANvQLM&imgurl=http://farm9.staticflickr.com/8452/8036497500_e09352b25b_z.jpg&w=612&h=612&ei=6vCMUcT_OoWmhAf0xYGoAg&zoom=1&ved=1t:3588,r:1,s:0,i:93&iact=rc&dur=2166&page=1&tbnh=180&tbnw=171&start=0&ndsp=19&tx=119&ty=76(Creative commons approved)
  • Location example eg pizza delivery – put the location in the ad will increase relevancy and CTRMobile device Quality Score uses the same QS factors as on desktop, but it is a separate calculation, which makes sense because the mobile ad auction may behave in a different way with different bids and ads, as well as a different user experience on mobile devices.Location is even more important to your relevancy in mobile advertising, so make sure all possible location targeting features are enables and exclude poorly performing locations)Image:http://www.google.com/imgres?biw=1600&bih=775&tbs=sur:fmc&tbm=isch&tbnid=HUZl1u44EaqGAM:&imgrefurl=http://www.flickr.com/photos/k9d/8036497500/&docid=5jKP9rgzANvQLM&imgurl=http://farm9.staticflickr.com/8452/8036497500_e09352b25b_z.jpg&w=612&h=612&ei=6vCMUcT_OoWmhAf0xYGoAg&zoom=1&ved=1t:3588,r:1,s:0,i:93&iact=rc&dur=2166&page=1&tbnh=180&tbnw=171&start=0&ndsp=19&tx=119&ty=76(Creative commons approved)
  • Display network where you show image ads:Image already purchased: http://www.istockphoto.com/stock-photo-4102917-advertising-board.php?st=e398e7b
  • What is weighted impression quality score??? It’s a way of priotisising which keywords to optimise by knowing whiich ones are going to have the most effect on yrou account performaceIt’s all very well understanding and optimising for QS, but if you’re not tracking it and measuring it then how will you know you’ve improved?To get the most impact out of your Quality Score optimisation, use weighted impression share QSThis will help you optimise the keywords with the most impressions that have QS issues as a priority, as they will have the most impact on your accountIMAGE: http://www.bigstockphoto.com/image-292887/stock-photo-measuring-tape
  • Make more of this….X each keyword QS by the No of impressions it has, to get a weighted QS – this shows you which keywords to optimise for maximum impact
  • Say what AdWords Scripts are – automate processes and get information from the account at large levels – eg you can get ones to report on 404errors on your site.There are also external tools, for example PPC Hero Pro, QualityScores.com and TenScores, although I tend to stick with scrips.
  • Say what AdWords Scripts are – automate processes and get information from the account at large levels – eg you can get ones to report on 404errors on your site.There are also external tools, for example PPC Hero Pro, QualityScores.com and TenScores, although I tend to stick with scrips.
  • What is a good Quality Score these days?Google updated their system towards the end of last year, and many of you may have seen dips in your QSThis update was just in how QS is reported, not how it’s calculated, so you may find these dips had no impact on your performanceGenerally these days a QS of 6 or above is good, with 7 or above becoming more rareIt’s harder to move between higher ranges than it is to move between lower to higher ranges, but you’ll still feel the benefits in your accounts even if the number doesn’t change – so keep up the optimisation!IMAGE: http://www.bigstockphoto.com/image-48818870/stock-photo-excellent-quality-evaluation
  • Summary slide:So now you have lots of tips and tricks for optimising each Quality Score type, and how to optimise for them, and although optimising for QS takes time, it is well worth doing because it will ultimately increase the cost effectiveness of your account, and its’ more valuable now than ever before!
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  • http://www.bigstockphoto.com/image-10292142/stock-photo-question-mark

AdWords Quality Score Types (And How To Improve Them) Presentation Transcript

  • 1. ADWORDS QUALITY SCORE TYPES AND HOW TO IMPROVE THEM Tara Dee West @Koozai_Tara
  • 2. DID YOU KNOW? "The Quality Score discounts for aboveaverage QS keywords have increased from 66% to 200% since 2009" Larry Kim (WordStream)
  • 3. WHAT IS QUALITY SCORE
  • 4. QUALITY SCORE TYPES Keyword Level Account Level Ad Level Landing Page Device
  • 5. PRIMARY QUALITY SCORE FACTORS
  • 6. KEYWORD LEVEL QUALITY SCORE TIPS & TRICKS
  • 7. THE IDEAL ADVERT
  • 8. Account level Quality Score is the overall historical performance of all the keywords and ads in the account.
  • 9. It takes time… Set a brand campaign live first Location, Location, Location. Create new campaigns and new keywords
  • 10. LANDING PAGE QUALITY SCORE QUICK FIXES
  • 11. A GOOD PPC LANDING PAGE
  • 12. A BAD MOBILE SITE EXPERIENCE
  • 13. Prioritise high impression keywords & use weighted impression Quality Score
  • 14. ADWORDS SCRIPTS FOR TRACKING QUALITY SCORE Script for Account, Campaign & Ad Group level via Free AdWords Scripts.com http://kooz.ai/1aifJRu Script for Keyword Level via PPC Epiphany http://kooz.ai/1aifO7C
  • 15. ADWORDS SCRIPTS FOR TRACKING QUALITY SCORE
  • 16. LOADS MORE FREE TIPS AND ADVICE
  • 17. #BIDDABLEWORLD JAN14 Tara.west@koozai.com 0845 453 1234 @Koozai_Tara
  • 18. RESOURCES • http://www2.webmasterradio.fm/marketing-nirvana/2014/01/06/ad-rank-changes-and-detailed-quality-scoreinformation-with-fred-vallaeys • http://www.support.google.com/adwords/answer/2454010?hl=en • http://www.3qdigital.com/google/why-i-dont-optimize-for-quality-score/ • http://www.ppchero.com/ultimate-guide-to-adwords-quality-score/#ch102 • http://searchengineland.com/quality-score-explained-by-a-former-googler-166007 • http://www.wordstream.com/download/docs/improving_quality_score.pdf • http://www.searchengineland.com/author/frederick-vallaeys • http://www.searchengineland.com/7-google-quality-score-ppc-myths-73336 • http://www.wordstream.com/blog/ws/2013/03/05/why-your-keyword-quality-score-is-low • http://www.wordstream.com/keyword-quality-score • http://www.searchenginewatch.com/article/2302902/Stop-Obsessing-Over-AdWords-Quality-Score • http://www.searchengineland.com/what-the-heck-is-adwords-quality-score-169320 • http://www.wordstream.com/download/docs/improving_quality_score.pdf
  • 19. IMAGE SOURCES • http://www.bigstockphoto.com/image-10292142/stock-photo-question-mark • http://en.fotolia.com/id/47371157 • http://www.bigstockphoto.com/image-48803654/stock-photo-business-plan-sketch-on-black-wall-with-key-hole • http://www.bigstockphoto.com/download/bid-7756715/ • http://www.bigstockphoto.com/image-44790412/stock-photo-tokyo-december-29%3A-billboards-in-shinjuku-skabuki-cho-district-december-29%2C-2012-in-tokyo%2C-jp-t • http://www.bigstockphoto.com/image-19459973/stock-photo-stack-of-books-with-a-red-apple-and-a-blackboard-witha%2B-written-on-it • http://www.bigstockphoto.com/image-47659984/stock-photo-male-mountain-climber-raising-hands-with-icepick-ontop-of-snowy-peak • http://www.bigstockphoto.com/image-15076715/stock-photo-open-books-set-isolated-on-white-background-withclipping-path • http://www.flickr.com/photos/k9d/8036497500/ • http://www.bigstockphoto.com/image-44191384/stock-photo-blank-billboard • http://www.bigstockphoto.com/image-292887/stock-photo-measuring-tapemage-43662295/stock-photo-blackboardtime-quality-money • http://www.fox-and-sons.co.uk/
  • 20. #BIDDABLEWORLD JAN14 Tara.west@koozai.com 0845 453 1234 @Koozai_Tara