Webinar: Hacking AdWords:
The Secrets to Quality Score
Larry Kim, Founder/CTO, WordStream
October 28, 2013

CONFIDENTIAL –...
Today’s Agenda
• Overview: Why You Should Care about Quality
Score in AdWords
• Revealed: How AdWords Quality Score is Act...
Speaker Introduction
Larry Kim

 Founder, CTO, WordStream, Inc.
 Been doing PPC & SEO for 10
Years!

 Provider of 20 Mi...
Take Part in Live Blogging on Twitter / Google+

•

Include the hashtag #hackingadwords in your Twitter
tweets, Google+ st...
Enter for a chance to win $25,000 In Google
AdWords Spend + Free Marketing Tools
Visit www.wordstream.com/gradeandgetpaid ...
Let’s learn a little about you….

CONFIDENTIAL – DO NOT DISTRIBUTE

6
Live-Poll Question #perrymarshall
What’s Your Average Quality Score in AdWords?

a)
b)
c)
d)

I don’t know
Below average, ...
How Quality Score Impacts Ad Position

CONFIDENTIAL – DO NOT DISTRIBUTE

8
How Quality Score Impacts Actual CPC

CONFIDENTIAL – DO NOT DISTRIBUTE

9
What’s an Average Quality Score? Around 5.1/10

CONFIDENTIAL – DO NOT DISTRIBUTE

10
Click Prices Range from -50% to +400%
Cost Per Conversion is Largely Based on QS

CONFIDENTIAL – DO NOT DISTRIBUTE

12
The Impact of Quality Score on Cost Per Conversion

CONFIDENTIAL – DO NOT DISTRIBUTE

13
How is Quality Score Calculated? Mostly CTR.
How Quality Score is Normalized by Ad Position

Avg Position Between 2.1 and 2.2
CONFIDENTIAL – DO NOT DISTRIBUTE

15
How Quality Score is Normalized by Ad Position

Avg Position Between 4.1 and 4.2
CONFIDENTIAL – DO NOT DISTRIBUTE

16
Example Advertiser with Very High Quality Score

CONFIDENTIAL – DO NOT DISTRIBUTE

17
Average Quality Score of 8.8/10!! HOW?!

CONFIDENTIAL – DO NOT DISTRIBUTE

18
Slow and Steady Wins the Race

CONFIDENTIAL – DO NOT DISTRIBUTE

19
Eliminate the Garbage

CONFIDENTIAL – DO NOT DISTRIBUTE

20
Be Intentional

CONFIDENTIAL – DO NOT DISTRIBUTE

21
Killer Ads

CONFIDENTIAL – DO NOT DISTRIBUTE

22
What Does it All Mean?
• QS = Essentially Normalized CTR
• Has a profound impact on CPC and CPA
• Don’t treat PPC ads like...
Grade Your Quality Score with The AdWords Grader!
•

A free, instant PPC audit in
under a minute!

•

Grades your AdWords ...
WordStream’s
20 Minute PPC Work Week
• We find all the low hanging
fruit in your account
• You just review / approve the
f...
Special Offers! Would you like…
A. A free AdWords account audit with a WordStream
Professional
B. A free live demo of Word...
Your Questions
Thank you for attending WordStream’s webinar!
Benchmark your account today!
http://www.wordstream.com/googl...
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Hacking AdWords: The Secrets to Quality Score [Webinar]

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For more information, visit www.wordstream.com

Did you know that a higher than average Quality Score in AdWords can save you up to 50% on your cost per click? Those savings carry over to your CPA too – advertisers with high Quality Scores save up to 80% on cost per conversion!

Google's exact formula for calculating Quality Score is famously mysterious. So how do you know how to make improvements?

In this webinar, WordStream founder and paid search veteran Larry Kim reveals the secrets to hacking AdWords Quality Score. You'll learn:

- Why you should care about Quality Score in AdWords
- How AdWords Quality Score is actually calculated
- Case Study: How one advertiser got an average Quality score of 8.8/10!
- What does it all mean? And what you should be doing now!

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Transcript of "Hacking AdWords: The Secrets to Quality Score [Webinar]"

  1. 1. Webinar: Hacking AdWords: The Secrets to Quality Score Larry Kim, Founder/CTO, WordStream October 28, 2013 CONFIDENTIAL – DO NOT DISTRIBUTE 1
  2. 2. Today’s Agenda • Overview: Why You Should Care about Quality Score in AdWords • Revealed: How AdWords Quality Score is Actually Calculated • Theory: How One Advertiser Got an Average Quality Score of 8.8/10! • Strategy: What Does It All Mean? What should we do now? Warning: Lots of Valuable Data Ahead! 2
  3. 3. Speaker Introduction Larry Kim  Founder, CTO, WordStream, Inc.  Been doing PPC & SEO for 10 Years!  Provider of 20 Minute PPC Work Week and AdWords Grader  #1 PPC Expert According to PPC Hero! 3
  4. 4. Take Part in Live Blogging on Twitter / Google+ • Include the hashtag #hackingadwords in your Twitter tweets, Google+ status updates, etc. 4
  5. 5. Enter for a chance to win $25,000 In Google AdWords Spend + Free Marketing Tools Visit www.wordstream.com/gradeandgetpaid for contest rules and how to enter. CONFIDENTIAL – DO NOT DISTRIBUTE 5
  6. 6. Let’s learn a little about you…. CONFIDENTIAL – DO NOT DISTRIBUTE 6
  7. 7. Live-Poll Question #perrymarshall What’s Your Average Quality Score in AdWords? a) b) c) d) I don’t know Below average, less than 4/10 Average, between 5-7 Amazing, 8/10 and higher! 7
  8. 8. How Quality Score Impacts Ad Position CONFIDENTIAL – DO NOT DISTRIBUTE 8
  9. 9. How Quality Score Impacts Actual CPC CONFIDENTIAL – DO NOT DISTRIBUTE 9
  10. 10. What’s an Average Quality Score? Around 5.1/10 CONFIDENTIAL – DO NOT DISTRIBUTE 10
  11. 11. Click Prices Range from -50% to +400%
  12. 12. Cost Per Conversion is Largely Based on QS CONFIDENTIAL – DO NOT DISTRIBUTE 12
  13. 13. The Impact of Quality Score on Cost Per Conversion CONFIDENTIAL – DO NOT DISTRIBUTE 13
  14. 14. How is Quality Score Calculated? Mostly CTR.
  15. 15. How Quality Score is Normalized by Ad Position Avg Position Between 2.1 and 2.2 CONFIDENTIAL – DO NOT DISTRIBUTE 15
  16. 16. How Quality Score is Normalized by Ad Position Avg Position Between 4.1 and 4.2 CONFIDENTIAL – DO NOT DISTRIBUTE 16
  17. 17. Example Advertiser with Very High Quality Score CONFIDENTIAL – DO NOT DISTRIBUTE 17
  18. 18. Average Quality Score of 8.8/10!! HOW?! CONFIDENTIAL – DO NOT DISTRIBUTE 18
  19. 19. Slow and Steady Wins the Race CONFIDENTIAL – DO NOT DISTRIBUTE 19
  20. 20. Eliminate the Garbage CONFIDENTIAL – DO NOT DISTRIBUTE 20
  21. 21. Be Intentional CONFIDENTIAL – DO NOT DISTRIBUTE 21
  22. 22. Killer Ads CONFIDENTIAL – DO NOT DISTRIBUTE 22
  23. 23. What Does it All Mean? • QS = Essentially Normalized CTR • Has a profound impact on CPC and CPA • Don’t treat PPC ads like display ads (duh.) Versus:
  24. 24. Grade Your Quality Score with The AdWords Grader! • A free, instant PPC audit in under a minute! • Grades your AdWords account performance based on the 8 PPC metrics that really matter • Compares how you’re doing against other accounts of similar size (monthly spend) www.wordstream.com/google-adwords 24
  25. 25. WordStream’s 20 Minute PPC Work Week • We find all the low hanging fruit in your account • You just review / approve the findings. • Quick. Easy. Powerful. • 20 Minutes a Week can improve your ROI on AdWords by 20% or more!™ www.wordstream.com/ppc-free-trial 25
  26. 26. Special Offers! Would you like… A. A free AdWords account audit with a WordStream Professional B. A free live demo of WordStream PPC Advisor C. Nothing at the moment 26
  27. 27. Your Questions Thank you for attending WordStream’s webinar! Benchmark your account today! http://www.wordstream.com/google-adwords Don’t forget to sign up for our Free Trial: http://www.wordstream.com/ppc-free-trial Or contact us directly: Larry Kim lkim@wordstream.com http://twitter.com/larrykim 27
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