How to Score with Quality Score
Upcoming SlideShare
Loading in...5
×
 

How to Score with Quality Score

on

  • 1,105 views

Check out Trada Reviews here: http://www.trada.com/trada-reviews/

Check out Trada Reviews here: http://www.trada.com/trada-reviews/

Statistics

Views

Total Views
1,105
Views on SlideShare
1,102
Embed Views
3

Actions

Likes
0
Downloads
35
Comments
0

1 Embed 3

http://www.linkedin.com 3

Accessibility

Categories

Upload Details

Uploaded via as Apple Keynote

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n

How to Score with Quality Score How to Score with Quality Score Presentation Transcript

  • How to Score withQuality Score#PPCqualityscore trada.com
  • How to Score withQuality Score#PPCQualityScore trada.com
  • Love Guru Matt Hessler,Director of Account Management Hopeless Romantic Anna Sawyer, trada.com
  • What isQuality Score? trada.com
  • What is Quality Score? As you know, Google AdWords and Yahoo/Bing work like an auction. trada.com
  • What is Quality Score? The auction determines where ads are placed on the search results page, and how much an advertiser pays for a click. trada.com
  • What is Quality Score? But price is not the only factor considered when determining ad placement and click price! trada.com
  • What is Quality Score? some of them: Search engines keyword relevance consider some to ad copy other factors too. keyword/ad copy relevance to landing page click-through rate (CTR) trada.com
  • What is Quality Score? These factors some of them: make up Quality Score, which is keyword relevance considered along to ad copy with bid price when determining keyword/ad copy ad placement relevance to landing page and actual click price. click-through rate (CTR) trada.com
  • What is Quality Score? (We’ll go deep on exactly what makes up Quality Score later, but these are the important ones.) trada.com
  • What is Quality Score? We’ll also cover the Yahoo/Bing Search Alliance’s version, which works a little differently. trada.com
  • Why do they do this? To provide a consistent, relevant and pleasant experience to the searcher. trada.com
  • 7-10 goodThe collection offactors is given a 6 average score between 1-10. 1-5 keyword is underperforming trada.com
  • History lesson! trada.com
  • It wasn’t always like this. trada.com
  • Why should I care about Quality Score? trada.com
  • It can determine how much youpay for a click and where your adappears: effectively determining campaign success. trada.com
  • Quality Score Click price ad position and the the lowerThe higher your higher your your click Quality Score, ad position price (good) (good). trada.com
  • you could pay too much for clicks your competitorsBut if you have a will rank above you low Quality Score... your CTR will suffer it will be hard to fix trada.com
  • How does this affect how I run my campaign? trada.com
  • As an advertiser,you should alwaysbe thinking about Quality Score. trada.com
  • When setting up a new campaign: to address this factor:Keep ad groups very small (10 keyword relevancekeywords) and to ad copy thematically relevant. keyword/ad copy relevance to landing page click-through rate (CTR) trada.com
  • When setting up a new campaign: to address this factor:Make sure every keyword in an keyword relevance ad group is to ad copyincluded in each ad. keyword/ad copy relevance to landing page click-through rate (CTR) trada.com
  • When setting up a new campaign: to address this factor: Workbackwards by keyword relevancewriting ads based to ad copyon landing page copy. keyword/ad copy relevance to landing page click-through rate (CTR) trada.com
  • When setting up a new campaign: to address this Or create landing factor: pages for your ad groups using a keyword relevancethird-party landing to ad copy page builder (like Unbounce.com). keyword/ad copy relevance to landing page click-through rate (CTR) trada.com
  • When setting up a new campaign: to address thisUse SEO tools like factor: metadata to determine if keyword relevancesearch engines are to ad copy seeing repetitionof your keywords. keyword/ad copy relevance to landing page click-through rate (CTR) trada.com
  • When setting up a new campaign: to address this factor: Writecompelling ad keyword relevancecopy that stands to ad copy out from your competitors. keyword/ad copy relevance to landing page click-through rate (CTR) trada.com
  • When curating your campaign: to address this factor:Constantly rewrite keyword relevanceand test ads (4 at to ad copy a time). keyword/ad copy relevance to landing page click-through rate (CTR) trada.com
  • When curating your campaign: to address this factor: Consider separating ad keyword relevancegroups to create to ad copy even moretargeted ad copy. keyword/ad copy relevance to landing page click-through rate (CTR) trada.com
  • When curating your campaign: to address thisConstantly rewrite factor: and test landing pages. Audit keyword relevance landing pages for to ad copySEO, which can be a good indicator keyword/ad copy of landing page relevance to landing page quality. click-through rate (CTR) trada.com
  • When curating your campaign: to address this Use the first factor: page bidestimate tool keyword relevance to help ensure to ad copy that your keywords are keyword/ad copy priced to serve relevance to landing page ads on the first page. click-through rate (CTR) trada.com
  • Let’s get serious. trada.com
  • Google actuallydoesn’t publicly listall the elements of Quality Score. trada.com
  • According to Google: - The historical clickthrough rate (CTR) of the keyword and the matched ad on Google; note that CTR on the Google Network only ever impacts Quality Score on the Google Network -- not on Google - Your account history, which is measured by the CTR of all the ads and keywords in your account - The historical CTR of the display URLs in the ad group - The quality of your landing page - The relevance of the keyword to the ads in its ad group - The relevance of the keyword and the matched ad to the search query - Your accounts performance in the geographical region where the ad will be shown - Other relevance factors trada.com
  • Remember, these are themost important factors. keyword relevance to ad copy keyword/ad copy relevance to landing page click-through rate (CTR) trada.com
  • What aboutYahoo/Bing? While Google’s Quality Score is comprised of elements that are intentionally secret, the Search Alliance gives us three factors. trada.com
  • Keyword relevanceLike AdWords, these factors are Landing page relevance collectively scored from 1-10. Landing page user experience trada.com
  • Quality Score doesn’t affect rankings.A couple-three Keywords with QS less notes: than 6 are not included in the auction. Landing page user experience is binary. trada.com
  • Troubleshooting:what you can do tosave your campaign trada.com
  • What if your campaign’s Quality You can fix it (butScores have fallen, or it’s a lot of work). you’ve inherited a problem campaign? trada.com
  • If you still have keywords with a decent Quality Score, leave themStep one: in your ad groups, but move poorly- performing keywords to new ad groups. trada.com
  • Build new ad groups with your poorly-performingStep two: keywords, write new ads, and bid high. trada.com
  • Check yourStep three: landing pages! trada.com
  • Try bidStep four: popping. trada.com
  • Never stopStep five: optimizing. trada.com
  • Mistakes to avoid trada.com
  • Gigantic ad groups. trada.com
  • Letting your ads run forever. trada.com
  • Bad landing pages. trada.com
  • Taking a vacation. trada.com
  • Here’s where we take twominutes to tell you that Tradacan run your SEM campaign for you and optimize for Quality Score...... and it doesn’t cost any more than if you were to do search marketing yourself. trada.com
  • Trada has a large, global crowd of certifiedpaid search experts who do SEM for you. trada.com
  • Multiple experts workon your campaign at the same time. You get: Diversity of thinkingConstant optimizationMultiple ad networks trada.com
  • and they already know how to maintain Quality Score! trada.com
  • It’s pay-for-performance. There are NO fees:no startup fees, no management fees. You can get started right away. trada.com
  • Time for questions!For more information or to schedule a demo, email anna@trada.com trada.com