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PPC Quality         Score Myths           SED       X PO      E          #PPCqualityscore                              tra...
PPC Quality         Score Myths           SED       X PO      E         #PPCqualityScore                              trad...
MythBuster Matt Hessler, Director of Account Management          @fasterstill                              MythBuster Anna...
Quality Score is                                   complicated,                                  secretive and            ...
So we went to the                source to get the                     scoop!  Matt Hessler: @fasterstill                 ...
What elements are     What factors                    included in           improve                   Quality Score?      ...
What is Quality Score?                                Quality Score is a                                way for Google to ...
Search advertising                                 works like an                                    auction.  Matt Hessler...
The auction                                  determines                               where ads are                       ...
But price is not                                   the only                                    factor                     ...
Landing              Google considers                       page                                                    qualit...
And then          Other                                     factors               something called...               other ...
Google does                                 NOT disclose                                how heavily they                  ...
Quality Score is                                 assigned at the                               keyword level, and         ...
Quality Score number:                                     7-10 good                The collection of                factor...
What improves  Quality Score?                           straight from Using ad groups to make sure each keyword triggers a...
What has no effect  on Quality Score?                        straight from Using multiple match types for the same keyword...
What can hurt your  Quality Score?                          straight from Mismatching ads and keywords A consistently low ...
If it’s low:                                   you could pay too                                    much for clicks       ...
So what should I do              to ensure a high               Quality Score?  Matt Hessler: @fasterstill                ...
When setting up a                new campaign:                                         helps with:                  Keep a...
When setting up a                new campaign:                                        helps with:              Make sure e...
When setting up a                new campaign:                                        helps with:                    Work ...
When setting up a                new campaign:                                         helps with:               Or create...
When setting up a                new campaign:                                        helps with:              Use SEO too...
When setting up a                new campaign:                                        helps with:                    Write...
When curating                    your campaign:                                          helps with:              Constant...
When curating                    your campaign:                                          helps with:                    Co...
When curating                    your campaign:                                          helps with:               Constan...
When curating                    your campaign:                   Use the first           helps with:                    pa...
Here’s where we take two                              minutes to tell you that Trada                              can run ...
Trada has a large, global crowd of certified                  paid search experts who do PPC for you.                      ...
Many experts work on                              your campaign at the                                   same time.       ...
and they already know the secrets of                          Quality Score!                                              ...
It’s pay-for-performance.                                       There are NO fees:                              no startup...
@fasterstill                                   @annafsawyer                              Time for questions!            Fo...
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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.
- 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/

Published in: Education, Technology, Business
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Transcript of "[WEBINAR] Quality Score Myths: EXPOSED!"

  1. 1. PPC Quality Score Myths SED X PO E #PPCqualityscore trada.comWednesday, November 2, 2011
  2. 2. PPC Quality Score Myths SED X PO E #PPCqualityScore trada.comWednesday, November 2, 2011
  3. 3. MythBuster Matt Hessler, Director of Account Management @fasterstill MythBuster Anna Sawyer, Marketing Manager @annafsawyer trada.comWednesday, November 2, 2011
  4. 4. 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
  5. 5. So we went to the source to get the scoop! Matt Hessler: @fasterstill trada.com Anna Sawyer: @annafsawyerWednesday, November 2, 2011
  6. 6. 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
  7. 7. 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
  8. 8. Search advertising works like an auction. Matt Hessler: @fasterstill trada.com Anna Sawyer: @annafsawyerWednesday, November 2, 2011
  9. 9. 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
  10. 10. 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
  11. 11. 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
  12. 12. And then Other factors something called... other factors. (This could mean things they are testing. Matt Hessler: @fasterstill Anna Sawyer: @annafsawyerWednesday, November 2, 2011
  13. 13. Google does NOT disclose how heavily they weight each factor. Matt Hessler: @fasterstill trada.com Anna Sawyer: @annafsawyerWednesday, November 2, 2011
  14. 14. 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
  15. 15. 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
  16. 16. 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
  17. 17. 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
  18. 18. 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
  19. 19. 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
  20. 20. So what should I do to ensure a high Quality Score? Matt Hessler: @fasterstill trada.com Anna Sawyer: @annafsawyerWednesday, November 2, 2011
  21. 21. 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
  22. 22. 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
  23. 23. 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
  24. 24. 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
  25. 25. 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
  26. 26. 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
  27. 27. 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
  28. 28. 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
  29. 29. 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
  30. 30. 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
  31. 31. 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
  32. 32. Trada has a large, global crowd of certified paid search experts who do PPC for you. trada.comWednesday, November 2, 2011
  33. 33. 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
  34. 34. and they already know the secrets of Quality Score! trada.comWednesday, November 2, 2011
  35. 35. 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
  36. 36. @fasterstill @annafsawyer Time for questions! For more information or to schedule a demo, email sfox@trada.com trada.comWednesday, November 2, 2011
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