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What is quality score?
 

What is quality score?

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  • To change the layout of any slide: Right click on the slide and scroll down to layout Choose the appropriate layout option If images and text need to be reset, right click and choose “reset slide”Slide Name: Title Slide
  • To change the layout of any slide: Right click on the slide and scroll down to layout Choose the appropriate layout option If images and text need to be reset, right click and choose “reset slide”Slide Name: Title and Content Use this slide layout for bulleted lists, when creating a table or chart from scratch or inserting a graphic or videoBullets: Click on bullet 1 and start typing Hit enter for next bullet Hit tab to create sub-bulletsTables: Click on the “insert table” icon Enter number of columns and rows and hit ok Navigate to the design or format tab under “table tools” to customizeCharts: Click on the “insert chart” icon Select chart type, style and hit ok Enter your data in the excel document that pops up Navigate to the design or format tab under “chart tools” to customizeSmartArt: Click on the “insert smartart graphic” icon Select type, style and hit ok Navigate to the design or format tab under “chart tools” to customizePictures and Video: Click on either the “insert picture from file,” “clip art” or “insert media clip” icons Navigate to the file location on your computer/network and hit insert Navigate to the format tab under “picture tools” to customize
  • To change the layout of any slide: Right click on the slide and scroll down to layout Choose the appropriate layout option If images and text need to be reset, right click and choose “reset slide”Slide Name: Title and Content Use this slide layout for bulleted lists, when creating a table or chart from scratch or inserting a graphic or videoBullets: Click on bullet 1 and start typing Hit enter for next bullet Hit tab to create sub-bulletsTables: Click on the “insert table” icon Enter number of columns and rows and hit ok Navigate to the design or format tab under “table tools” to customizeCharts: Click on the “insert chart” icon Select chart type, style and hit ok Enter your data in the excel document that pops up Navigate to the design or format tab under “chart tools” to customizeSmartArt: Click on the “insert smartart graphic” icon Select type, style and hit ok Navigate to the design or format tab under “chart tools” to customizePictures and Video: Click on either the “insert picture from file,” “clip art” or “insert media clip” icons Navigate to the file location on your computer/network and hit insert Navigate to the format tab under “picture tools” to customize
  • To change the layout of any slide: Right click on the slide and scroll down to layout Choose the appropriate layout option If images and text need to be reset, right click and choose “reset slide”Slide Name: Title and Content Use this slide layout for bulleted lists, when creating a table or chart from scratch or inserting a graphic or videoBullets: Click on bullet 1 and start typing Hit enter for next bullet Hit tab to create sub-bulletsTables: Click on the “insert table” icon Enter number of columns and rows and hit ok Navigate to the design or format tab under “table tools” to customizeCharts: Click on the “insert chart” icon Select chart type, style and hit ok Enter your data in the excel document that pops up Navigate to the design or format tab under “chart tools” to customizeSmartArt: Click on the “insert smartart graphic” icon Select type, style and hit ok Navigate to the design or format tab under “chart tools” to customizePictures and Video: Click on either the “insert picture from file,” “clip art” or “insert media clip” icons Navigate to the file location on your computer/network and hit insert Navigate to the format tab under “picture tools” to customize
  • To change the layout of any slide: Right click on the slide and scroll down to layout Choose the appropriate layout option If images and text need to be reset, right click and choose “reset slide”Slide Name: Title and Content Use this slide layout for bulleted lists, when creating a table or chart from scratch or inserting a graphic or videoBullets: Click on bullet 1 and start typing Hit enter for next bullet Hit tab to create sub-bulletsTables: Click on the “insert table” icon Enter number of columns and rows and hit ok Navigate to the design or format tab under “table tools” to customizeCharts: Click on the “insert chart” icon Select chart type, style and hit ok Enter your data in the excel document that pops up Navigate to the design or format tab under “chart tools” to customizeSmartArt: Click on the “insert smartart graphic” icon Select type, style and hit ok Navigate to the design or format tab under “chart tools” to customizePictures and Video: Click on either the “insert picture from file,” “clip art” or “insert media clip” icons Navigate to the file location on your computer/network and hit insert Navigate to the format tab under “picture tools” to customize
  • To change the layout of any slide: Right click on the slide and scroll down to layout Choose the appropriate layout option If images and text need to be reset, right click and choose “reset slide”Slide Name: Title and Content Use this slide layout for bulleted lists, when creating a table or chart from scratch or inserting a graphic or videoBullets: Click on bullet 1 and start typing Hit enter for next bullet Hit tab to create sub-bulletsTables: Click on the “insert table” icon Enter number of columns and rows and hit ok Navigate to the design or format tab under “table tools” to customizeCharts: Click on the “insert chart” icon Select chart type, style and hit ok Enter your data in the excel document that pops up Navigate to the design or format tab under “chart tools” to customizeSmartArt: Click on the “insert smartart graphic” icon Select type, style and hit ok Navigate to the design or format tab under “chart tools” to customizePictures and Video: Click on either the “insert picture from file,” “clip art” or “insert media clip” icons Navigate to the file location on your computer/network and hit insert Navigate to the format tab under “picture tools” to customize
  • To change the layout of any slide: Right click on the slide and scroll down to layout Choose the appropriate layout option If images and text need to be reset, right click and choose “reset slide”Slide Name: Title and Content Use this slide layout for bulleted lists, when creating a table or chart from scratch or inserting a graphic or videoBullets: Click on bullet 1 and start typing Hit enter for next bullet Hit tab to create sub-bulletsTables: Click on the “insert table” icon Enter number of columns and rows and hit ok Navigate to the design or format tab under “table tools” to customizeCharts: Click on the “insert chart” icon Select chart type, style and hit ok Enter your data in the excel document that pops up Navigate to the design or format tab under “chart tools” to customizeSmartArt: Click on the “insert smartart graphic” icon Select type, style and hit ok Navigate to the design or format tab under “chart tools” to customizePictures and Video: Click on either the “insert picture from file,” “clip art” or “insert media clip” icons Navigate to the file location on your computer/network and hit insert Navigate to the format tab under “picture tools” to customize
  • To change the layout of any slide: Right click on the slide and scroll down to layout Choose the appropriate layout option If images and text need to be reset, right click and choose “reset slide”Slide Name: Title and Content Use this slide layout for bulleted lists, when creating a table or chart from scratch or inserting a graphic or videoBullets: Click on bullet 1 and start typing Hit enter for next bullet Hit tab to create sub-bulletsTables: Click on the “insert table” icon Enter number of columns and rows and hit ok Navigate to the design or format tab under “table tools” to customizeCharts: Click on the “insert chart” icon Select chart type, style and hit ok Enter your data in the excel document that pops up Navigate to the design or format tab under “chart tools” to customizeSmartArt: Click on the “insert smartart graphic” icon Select type, style and hit ok Navigate to the design or format tab under “chart tools” to customizePictures and Video: Click on either the “insert picture from file,” “clip art” or “insert media clip” icons Navigate to the file location on your computer/network and hit insert Navigate to the format tab under “picture tools” to customize
  • To change the layout of any slide: Right click on the slide and scroll down to layout Choose the appropriate layout option If images and text need to be reset, right click and choose “reset slide”Slide Name: Title and Content Use this slide layout for bulleted lists, when creating a table or chart from scratch or inserting a graphic or videoBullets: Click on bullet 1 and start typing Hit enter for next bullet Hit tab to create sub-bulletsTables: Click on the “insert table” icon Enter number of columns and rows and hit ok Navigate to the design or format tab under “table tools” to customizeCharts: Click on the “insert chart” icon Select chart type, style and hit ok Enter your data in the excel document that pops up Navigate to the design or format tab under “chart tools” to customizeSmartArt: Click on the “insert smartart graphic” icon Select type, style and hit ok Navigate to the design or format tab under “chart tools” to customizePictures and Video: Click on either the “insert picture from file,” “clip art” or “insert media clip” icons Navigate to the file location on your computer/network and hit insert Navigate to the format tab under “picture tools” to customize
  • To change the layout of any slide: Right click on the slide and scroll down to layout Choose the appropriate layout option If images and text need to be reset, right click and choose “reset slide”Slide Name: Title and Content Use this slide layout for bulleted lists, when creating a table or chart from scratch or inserting a graphic or videoBullets: Click on bullet 1 and start typing Hit enter for next bullet Hit tab to create sub-bulletsTables: Click on the “insert table” icon Enter number of columns and rows and hit ok Navigate to the design or format tab under “table tools” to customizeCharts: Click on the “insert chart” icon Select chart type, style and hit ok Enter your data in the excel document that pops up Navigate to the design or format tab under “chart tools” to customizeSmartArt: Click on the “insert smartart graphic” icon Select type, style and hit ok Navigate to the design or format tab under “chart tools” to customizePictures and Video: Click on either the “insert picture from file,” “clip art” or “insert media clip” icons Navigate to the file location on your computer/network and hit insert Navigate to the format tab under “picture tools” to customize
  • To change the layout of any slide: Right click on the slide and scroll down to layout Choose the appropriate layout option If images and text need to be reset, right click and choose “reset slide”Slide Name: Title and Content Use this slide layout for bulleted lists, when creating a table or chart from scratch or inserting a graphic or videoBullets: Click on bullet 1 and start typing Hit enter for next bullet Hit tab to create sub-bulletsTables: Click on the “insert table” icon Enter number of columns and rows and hit ok Navigate to the design or format tab under “table tools” to customizeCharts: Click on the “insert chart” icon Select chart type, style and hit ok Enter your data in the excel document that pops up Navigate to the design or format tab under “chart tools” to customizeSmartArt: Click on the “insert smartart graphic” icon Select type, style and hit ok Navigate to the design or format tab under “chart tools” to customizePictures and Video: Click on either the “insert picture from file,” “clip art” or “insert media clip” icons Navigate to the file location on your computer/network and hit insert Navigate to the format tab under “picture tools” to customize
  • To change the layout of any slide: Right click on the slide and scroll down to layout Choose the appropriate layout option If images and text need to be reset, right click and choose “reset slide”Slide Name: Title and Content Use this slide layout for bulleted lists, when creating a table or chart from scratch or inserting a graphic or videoBullets: Click on bullet 1 and start typing Hit enter for next bullet Hit tab to create sub-bulletsTables: Click on the “insert table” icon Enter number of columns and rows and hit ok Navigate to the design or format tab under “table tools” to customizeCharts: Click on the “insert chart” icon Select chart type, style and hit ok Enter your data in the excel document that pops up Navigate to the design or format tab under “chart tools” to customizeSmartArt: Click on the “insert smartart graphic” icon Select type, style and hit ok Navigate to the design or format tab under “chart tools” to customizePictures and Video: Click on either the “insert picture from file,” “clip art” or “insert media clip” icons Navigate to the file location on your computer/network and hit insert Navigate to the format tab under “picture tools” to customize
  • To change the layout of any slide: Right click on the slide and scroll down to layout Choose the appropriate layout option If images and text need to be reset, right click and choose “reset slide”Slide Name: Title and Content Use this slide layout for bulleted lists, when creating a table or chart from scratch or inserting a graphic or videoBullets: Click on bullet 1 and start typing Hit enter for next bullet Hit tab to create sub-bulletsTables: Click on the “insert table” icon Enter number of columns and rows and hit ok Navigate to the design or format tab under “table tools” to customizeCharts: Click on the “insert chart” icon Select chart type, style and hit ok Enter your data in the excel document that pops up Navigate to the design or format tab under “chart tools” to customizeSmartArt: Click on the “insert smartart graphic” icon Select type, style and hit ok Navigate to the design or format tab under “chart tools” to customizePictures and Video: Click on either the “insert picture from file,” “clip art” or “insert media clip” icons Navigate to the file location on your computer/network and hit insert Navigate to the format tab under “picture tools” to customize
  • To change the layout of any slide: Right click on the slide and scroll down to layout Choose the appropriate layout option If images and text need to be reset, right click and choose “reset slide”Slide Name: Title and Content Use this slide layout for bulleted lists, when creating a table or chart from scratch or inserting a graphic or videoBullets: Click on bullet 1 and start typing Hit enter for next bullet Hit tab to create sub-bulletsTables: Click on the “insert table” icon Enter number of columns and rows and hit ok Navigate to the design or format tab under “table tools” to customizeCharts: Click on the “insert chart” icon Select chart type, style and hit ok Enter your data in the excel document that pops up Navigate to the design or format tab under “chart tools” to customizeSmartArt: Click on the “insert smartart graphic” icon Select type, style and hit ok Navigate to the design or format tab under “chart tools” to customizePictures and Video: Click on either the “insert picture from file,” “clip art” or “insert media clip” icons Navigate to the file location on your computer/network and hit insert Navigate to the format tab under “picture tools” to customize
  • To change the layout of any slide: Right click on the slide and scroll down to layout Choose the appropriate layout option If images and text need to be reset, right click and choose “reset slide”Slide Name: Title and Content Use this slide layout for bulleted lists, when creating a table or chart from scratch or inserting a graphic or videoBullets: Click on bullet 1 and start typing Hit enter for next bullet Hit tab to create sub-bulletsTables: Click on the “insert table” icon Enter number of columns and rows and hit ok Navigate to the design or format tab under “table tools” to customizeCharts: Click on the “insert chart” icon Select chart type, style and hit ok Enter your data in the excel document that pops up Navigate to the design or format tab under “chart tools” to customizeSmartArt: Click on the “insert smartart graphic” icon Select type, style and hit ok Navigate to the design or format tab under “chart tools” to customizePictures and Video: Click on either the “insert picture from file,” “clip art” or “insert media clip” icons Navigate to the file location on your computer/network and hit insert Navigate to the format tab under “picture tools” to customize
  • To change the layout of any slide: Right click on the slide and scroll down to layout Choose the appropriate layout option If images and text need to be reset, right click and choose “reset slide”Slide Name: Title and Content Use this slide layout for bulleted lists, when creating a table or chart from scratch or inserting a graphic or videoBullets: Click on bullet 1 and start typing Hit enter for next bullet Hit tab to create sub-bulletsTables: Click on the “insert table” icon Enter number of columns and rows and hit ok Navigate to the design or format tab under “table tools” to customizeCharts: Click on the “insert chart” icon Select chart type, style and hit ok Enter your data in the excel document that pops up Navigate to the design or format tab under “chart tools” to customizeSmartArt: Click on the “insert smartart graphic” icon Select type, style and hit ok Navigate to the design or format tab under “chart tools” to customizePictures and Video: Click on either the “insert picture from file,” “clip art” or “insert media clip” icons Navigate to the file location on your computer/network and hit insert Navigate to the format tab under “picture tools” to customize
  • To change the layout of any slide: Right click on the slide and scroll down to layout Choose the appropriate layout option If images and text need to be reset, right click and choose “reset slide”Slide Name: Title and Content Use this slide layout for bulleted lists, when creating a table or chart from scratch or inserting a graphic or videoBullets: Click on bullet 1 and start typing Hit enter for next bullet Hit tab to create sub-bulletsTables: Click on the “insert table” icon Enter number of columns and rows and hit ok Navigate to the design or format tab under “table tools” to customizeCharts: Click on the “insert chart” icon Select chart type, style and hit ok Enter your data in the excel document that pops up Navigate to the design or format tab under “chart tools” to customizeSmartArt: Click on the “insert smartart graphic” icon Select type, style and hit ok Navigate to the design or format tab under “chart tools” to customizePictures and Video: Click on either the “insert picture from file,” “clip art” or “insert media clip” icons Navigate to the file location on your computer/network and hit insert Navigate to the format tab under “picture tools” to customize

What is quality score? What is quality score? Presentation Transcript

  • Keeping Your Quality Score High
    Christopher Kenney
    June 8, 2010 – IRCE 2010
  • Agenda
    6/10/2010
    Company Confidential © 2009
    Introduction
    What is Google Quality Score
    Quality Score Fact or Fiction?
    How to Impact Quality Score
    2
  • Introduction
    6/10/2010
    Company Confidential © 2009
    Chris Kenney
    Search Marketing Manger – Vistaprint
    4+ years SEM experience
    2010 DM News ‘30 Under 30’
    3
  • What is Quality Score?
    • Quality Score is an objective measurement of the quality of an advertiser’s keywords.
    Quality Score helps ensure that only the most relevant ads appear to users on Google.
    A Quality Score is calculated every time your keyword matches a search query -- that is, every time your keyword has the potential to trigger an ad.
    A keyword's Quality Score updates frequently and is closely related to its performance.
    6/10/2010
    Company Confidential © 2009
    4
  • What Determines Quality Score?
    Click-through Rate
    The historical click-through rate (CTR) of the keyword and the matched ad on Google
    Relevance
    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 account's performance in the geographical region where the ad will be shown
    Landing Page Quality
    The site should have relevant and original content
    An easily navigable site with quick load times and a minimum of pop-ups or pop-unders
    6/10/2010
    Company Confidential © 2009
    5
  • Google Quality ScoreFact or Fiction
    6/10/2010
    Company Confidential © 2009
    6
  • Fact or Fiction?
    Quality Score isn’t normalized for position
    6/10/2010
    Company Confidential © 2009
    7
    Fact
    Fiction
    Quality Score is normalized to compensate for differences in performance for ads in different positions
    • An ad in a higher position is predisposed to get a better CTR
    • An ad above the search results is predisposed to get a better CTR
    • This prevents buying your way to the top of the SERP
  • Fact or Fiction?
    Broad match hurts Quality Score
    6/10/2010
    Company Confidential © 2009
    8
    Fact
    Fiction
    Quality Score is based only on the performance of the exact match subset of a broad keyword
  • Fact or Fiction?
    Quality Score is saved during an optimization
    6/10/2010
    Company Confidential © 2009
    9
    Fact
    Fiction
    History of landing pages, ad copies and keywords are saved during an optimization. If you do not see an improvement after the optimization you can simply roll back to the old format.
  • Fact or Fiction?
    The Google Search Network can’t impact your quality score
    6/10/2010
    Company Confidential © 2009
    10
    Fact
    Fiction
    Only your performance on Google.com has an impact on your quality score.
  • Fact or Fiction?
    Landing Page load time can improve your quality score
    6/10/2010
    Company Confidential © 2009
    11
    Fact
    Fiction
    Landing page quality is only used as a penalty. It is meant to prevent phishing sites, bridge pages, and arbitrage sites.
  • How to Impact Quality Score?
    Organize your account for Maximum Effectiveness
    Choose Relevant Keywords
    Create Highly Relevant Ads
    Create Relevant Landing Pages with Unique Content and Fast Load Times
    6/10/2010
    Company Confidential © 2009
    12
  • How to Impact Quality Score?
    Organize your account for Maximum Effectiveness
    Create Tight Knit Ad Groups
    Built based on brand, service or part
    Avoid Using Duplicate Keywords across ad groups
    Creates unnecessary competition in your own account
    Optimize your campaigns settings
    Select the correct languages
    Target appropriate locations
    Set the correct budget constraints
    Day-parting (if applicable)
    6/10/2010
    Company Confidential © 2009
    13
  • How to Impact Quality Score?
    Choose Relevant Keywords
    Use negative keywords
    Bid on multiple keyword variations
    Plurals
    Singluars
    Common misspellings
    Send the users to the most relevant landing page based on the keyword (use unique keyword urls)
    6/10/2010
    Company Confidential © 2009
    14
  • How to Impact Quality Score?
    Create Highly Relevant Ads
    Use your keyword(s) in your ad copy or title
    Avoid using Keyword Insertion
    Include Differentiators or discounts in your ads
    Use call to actions:
    Buy
    Sell
    Order
    Browse
    Sign up
    Call
    Test ad copies head to head
    6/10/2010
    Company Confidential © 2009
    15
  • How to Impact Quality Score?
    Create Relevant Landing Pages with Unique Content and Fast Load Times
    Page should include unique, highly relevant content to searched keyword
    Keep the page ‘light’ to improve load time (avoid javascript/flash)
    Hero shot of the call to action
    Keep everything above the fold
    KISS – don’t confuse the customer
    You have 5 seconds to catch the customers eye – create a single focal point that should match your ad copy and the users search.
    6/10/2010
    Company Confidential © 2009
    16
  • Questions?This presentation can be found at: slideshare.net/Vistaprint
    6/10/2010
    Company Confidential © 2009
    17