[WEBINAR] Quality Score Myths: EXPOSED!
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[WEBINAR] Quality Score Myths: EXPOSED!

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In this webinar, Matt Hessler and Anna Sawyer bravely seek out the myths, misunderstandings and freaky data that make Quality Score so hard to understand. ...

In this webinar, Matt Hessler and Anna Sawyer bravely seek out the myths, misunderstandings and freaky data that make Quality Score so hard to understand.
- Account history
- Match types
- Head- and long-tail keywords
- Landing pages
Then, they set you on the right track to PPC Quality Score Success!

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

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[WEBINAR] Quality Score Myths: EXPOSED! [WEBINAR] Quality Score Myths: EXPOSED! Presentation Transcript

  • PPC Quality Score Myths SED X PO E #PPCqualityscore trada.comWednesday, November 2, 2011
  • PPC Quality Score Myths SED X PO E #PPCqualityScore trada.comWednesday, November 2, 2011
  • MythBuster Matt Hessler, Director of Account Management @fasterstill MythBuster Anna Sawyer, Marketing Manager @annafsawyer trada.comWednesday, November 2, 2011
  • Quality Score is complicated, secretive and misunderstood. And there are a lot of myths about the way it works. Matt Hessler: @fasterstill trada.com Anna Sawyer: @annafsawyerWednesday, November 2, 2011
  • So we went to the source to get the scoop! Matt Hessler: @fasterstill trada.com Anna Sawyer: @annafsawyerWednesday, November 2, 2011
  • What elements are What factors included in improve Quality Score? Quality Score? What factors What factors have no effect on can hurt your Quality Score? Quality Score? trada.comWednesday, November 2, 2011
  • What is Quality Score? Quality Score is a way for Google to ensure a consistent and quality experience for the user. Matt Hessler: @fasterstill trada.com Anna Sawyer: @annafsawyerWednesday, November 2, 2011
  • Search advertising works like an auction. Matt Hessler: @fasterstill trada.com Anna Sawyer: @annafsawyerWednesday, November 2, 2011
  • The auction determines where ads are placed on the search results page, and how much an advertiser pays for a click. Matt Hessler: @fasterstill trada.com Anna Sawyer: @annafsawyerWednesday, November 2, 2011
  • But price is not the only factor considered when determining ad placement and click price! Matt Hessler: @fasterstill trada.com Anna Sawyer: @annafsawyerWednesday, November 2, 2011
  • Landing Google considers page quality some other Relevance of elements too. keyword and Combined, these ad to the Account search query elements make up Quality history Quality Score. Score Relevance of Historical keyword CTR to ads Matt Hessler: @fasterstill trada.com Anna Sawyer: @annafsawyerWednesday, November 2, 2011
  • And then Other factors something called... other factors. (This could mean things they are testing. Matt Hessler: @fasterstill Anna Sawyer: @annafsawyerWednesday, November 2, 2011
  • Google does NOT disclose how heavily they weight each factor. Matt Hessler: @fasterstill trada.com Anna Sawyer: @annafsawyerWednesday, November 2, 2011
  • Quality Score is assigned at the keyword level, and affects click price and ad position. Matt Hessler: @fasterstill trada.com Anna Sawyer: @annafsawyerWednesday, November 2, 2011
  • Quality Score number: 7-10 good The collection of factors is given a 6 average score between 1-10. 1-5 keyword is underperforming Matt Hessler: @fasterstill trada.com Anna Sawyer: @annafsawyerWednesday, November 2, 2011
  • What improves Quality Score? straight from Using ad groups to make sure each keyword triggers a relevant ad Having the user’s query as a keyword in your account A consistent history of having a high CTR on keywords A landing page that does not provide a negative user experience (e.g. many pop-ups, very slow to load) Having mostly high-quality score keywords in your account trada.comWednesday, November 2, 2011
  • What has no effect on Quality Score? straight from Using multiple match types for the same keyword Grouping high performing keyword together in ad groups Separating head- and long-tail keywords Paused or deleted ads and keywords Using tracking software like Analytics trada.comWednesday, November 2, 2011
  • What can hurt your Quality Score? straight from Mismatching ads and keywords A consistently low CTR A poor landing page A large number of low quality score keywords in your account trada.comWednesday, November 2, 2011
  • If it’s low: you could pay too much for clicks your competitors You should care will rank above you about Quality Score. your CTR will suffer it will be hard to fix Matt Hessler: @fasterstill trada.com Anna Sawyer: @annafsawyerWednesday, November 2, 2011
  • So what should I do to ensure a high Quality Score? Matt Hessler: @fasterstill trada.com Anna Sawyer: @annafsawyerWednesday, November 2, 2011
  • When setting up a new campaign: helps with: Keep ad groups very small (10 keyword relevance keywords) and to ad copy thematically relevant. keyword/ad copy relevance to landing page click-through rate (CTR) trada.comWednesday, November 2, 2011
  • When setting up a new campaign: helps with: Make sure every keyword in an keyword relevance ad group is to ad copy included in each ad. keyword/ad copy relevance to landing page click-through rate (CTR) trada.comWednesday, November 2, 2011
  • When setting up a new campaign: helps with: Work backwards by keyword relevance writing ads based to ad copy on landing page copy. keyword/ad copy relevance to landing page click-through rate (CTR) trada.comWednesday, November 2, 2011
  • When setting up a new campaign: helps with: Or create landing pages for your ad groups using a keyword relevance third-party landing to ad copy page builder (like Unbounce.com). keyword/ad copy relevance to landing page click-through rate (CTR) trada.comWednesday, November 2, 2011
  • When setting up a new campaign: helps with: Use SEO tools like metadata to determine if keyword relevance search engines are to ad copy seeing repetition of your keywords. keyword/ad copy relevance to landing page click-through rate (CTR) trada.comWednesday, November 2, 2011
  • When setting up a new campaign: helps with: Write compelling ad keyword relevance copy that stands to ad copy out from your competitors. keyword/ad copy relevance to landing page click-through rate (CTR) trada.comWednesday, November 2, 2011
  • When curating your campaign: helps with: Constantly rewrite keyword relevance and test ads (4 at to ad copy a time). keyword/ad copy relevance to landing page click-through rate (CTR) trada.comWednesday, November 2, 2011
  • When curating your campaign: helps with: Consider separating ad keyword relevance groups to create to ad copy even more targeted ad copy. keyword/ad copy relevance to landing page click-through rate (CTR) trada.comWednesday, November 2, 2011
  • When curating your campaign: helps with: Constantly rewrite and test landing pages. Audit keyword relevance landing pages for to ad copy SEO, which can be a good indicator keyword/ad copy of landing page relevance to landing page quality. click-through rate (CTR) trada.comWednesday, November 2, 2011
  • When curating your campaign: Use the first helps with: page bid estimate 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.comWednesday, November 2, 2011
  • Here’s where we take two minutes to tell you that Trada can run your PPC campaign for you and optimize for Quality Score... ... and it doesn’t cost any more than if you were to run campaigns on AdWords yourself. trada.comWednesday, November 2, 2011
  • Trada has a large, global crowd of certified paid search experts who do PPC for you. trada.comWednesday, November 2, 2011
  • Many experts work on your campaign at the same time. You get: Diversity of thinking Constant optimization Multiple ad networks trada.comWednesday, November 2, 2011
  • and they already know the secrets of Quality Score! trada.comWednesday, November 2, 2011
  • It’s pay-for-performance. There are NO fees: no startup fees, no management fees. You can get started right away. trada.comWednesday, November 2, 2011
  • @fasterstill @annafsawyer Time for questions! For more information or to schedule a demo, email sfox@trada.com trada.comWednesday, November 2, 2011