CONFIDENTIAL – DO NOT DISTRIBUTE 1
Webinar:
Mastering Quality Score — The
Key to AdWords ROI
Erin Sagin & Elliott Reid
Aug...
Today’s Agenda
2
• Brief Review of Paid Search Landscape – why
PPC is hard!
• What Quality Score is and Why You Should Car...
Take Part in Live Blogging on Twitter / Google+
• Include the hashtag #qualityscoremaster in
your Google+ status updates,T...
Meet Today’s Experts!
4
Erin Sagin
Premier Consultant, WordStream
@erinsagin
@wordstream
Elliott Reid
Search Marketing Ana...
Let’s learn a little about you….
CONFIDENTIAL – DO NOT DISTRIBUTE 5
Poll Question 1: Do you know how Quality Score is
calculated?
6
a) Yes
b) No
c) What’s Quality Score?
Poll Question 2: Do you actively manage your
account with Quality Score in mind?
7
a) Yes
b) No
CONFIDENTIAL – DO NOT DISTRIBUTE 8
CONFIDENTIAL – DO NOT DISTRIBUTE 9
Quality Score is an estimate of how relevant your ads,
keywords, and landing page are t...
Google Wants Advertisers to be Relevant
Relevancy
&
Quality
Score
How does Google keep this eco-system working?
CustomersA...
CONFIDENTIAL – DO NOT DISTRIBUTE 11
How Quality Score is Calculated
• In a nutshell, a high-quality ad is one that:
– Is r...
CONFIDENTIAL – DO NOT DISTRIBUTE 12
CONFIDENTIAL – DO NOT DISTRIBUTE 15
CONFIDENTIAL – DO NOT DISTRIBUTE 16
So, What Can I Do?
CONFIDENTIAL – DO NOT DISTRIBUTE 17
Components of QS
CONFIDENTIAL – DO NOT DISTRIBUTE 18
CONFIDENTIAL – DO NOT DISTRIBUTE 19
Finding Your Quality Score in AdWords
CONFIDENTIAL – DO NOT DISTRIBUTE 20
• A free, instant PPC audit in
under a minute!
• Grades your AdWords account
performan...
CONFIDENTIAL – DO NOT DISTRIBUTE 21
Improve Click Through Rates
CONFIDENTIAL – DO NOT DISTRIBUTE 22
What is a Good CTR?
• 1: 6%
• 2: 4-5%
• 3: 2-3%
• 4: 1-2%
• 5: <1%
CONFIDENTIAL – DO NOT DISTRIBUTE 23
Account Organization is Critical
Bad Better BEST
Shorts, Shirts, Pants, Skirts,
Blouse...
CONFIDENTIAL – DO NOT DISTRIBUTE 24
CONFIDENTIAL – DO NOT DISTRIBUTE 25
CONFIDENTIAL – DO NOT DISTRIBUTE 26
Ad Extensions… the new MUST have
CONFIDENTIAL – DO NOT DISTRIBUTE 27
Are Your Ads Relevant?
CONFIDENTIAL – DO NOT DISTRIBUTE 28
Relevant Ads = Copy Aligned to Ad Group
Ad Group: Jean Shorts
Blue Jean Shorts,
Cutoff...
CONFIDENTIAL – DO NOT DISTRIBUTE 29
CONFIDENTIAL – DO NOT DISTRIBUTE 30
Optimizing Landing Pages
CONFIDENTIAL – DO NOT DISTRIBUTE 31
CONFIDENTIAL – DO NOT DISTRIBUTE 32
1. Main Headline Carried Through
from Ad Text
2. Supportive Sub Headline
3. What’s in ...
CONFIDENTIAL – DO NOT DISTRIBUTE 33
Devices: Don’t forget Mobile & Tablets
CONFIDENTIAL – DO NOT DISTRIBUTE 34
http://www.wordstream.com/larry-kim
CONFIDENTIAL – DO NOT DISTRIBUTE 36
Special Offer
• Are you interested in a live demo to see how
WordStream's PPC Advisor can help optimize
your paid search c...
Thank you!
38
Thank you for attending WordStream’s webinar on Quality Score!
#wordstream
Don’t forget to sign up for a Fre...
Mastering Quality Score: The Key to AdWords ROI [Webinar]
Mastering Quality Score: The Key to AdWords ROI [Webinar]
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Mastering Quality Score: The Key to AdWords ROI [Webinar]

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For more information, visit www.wordstream.com

Most AdWords advertisers know that high Quality Scores reduce your cost per click (CPC). But did you know that Quality Score is up to 200% more valuable to advertisers than it was four years ago? Or that high Quality Scores lead to lower costs per conversion – up to 80% lower?

Now is the time to Master Quality Score! In this free WordStream webinar, AdWords Certified Experts Erin Sagin and Elliott Reid show you:

- The 3 major factors that determine your QS
- How Quality Score affects your cost, ad rank and more
- Killer tactics to improve your Quality Scores
- How Enhanced Campaigns change the QS landscape

Quality Score doesn't have to be a mystery. Learn how Quality Score can lower your costs and improve results!

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Mastering Quality Score: The Key to AdWords ROI [Webinar]

  1. 1. CONFIDENTIAL – DO NOT DISTRIBUTE 1 Webinar: Mastering Quality Score — The Key to AdWords ROI Erin Sagin & Elliott Reid August 13th 2013
  2. 2. Today’s Agenda 2 • Brief Review of Paid Search Landscape – why PPC is hard! • What Quality Score is and Why You Should Care • Tips: What You Can Do [NOW] to Save $$ & Get Better Results • Special offer and Q&A session
  3. 3. Take Part in Live Blogging on Twitter / Google+ • Include the hashtag #qualityscoremaster in your Google+ status updates,Twitter tweets, etc. 3
  4. 4. Meet Today’s Experts! 4 Erin Sagin Premier Consultant, WordStream @erinsagin @wordstream Elliott Reid Search Marketing Analyst, WordStream @ElliottPReid @wordstream
  5. 5. Let’s learn a little about you…. CONFIDENTIAL – DO NOT DISTRIBUTE 5
  6. 6. Poll Question 1: Do you know how Quality Score is calculated? 6 a) Yes b) No c) What’s Quality Score?
  7. 7. Poll Question 2: Do you actively manage your account with Quality Score in mind? 7 a) Yes b) No
  8. 8. CONFIDENTIAL – DO NOT DISTRIBUTE 8
  9. 9. CONFIDENTIAL – DO NOT DISTRIBUTE 9 Quality Score is an estimate of how relevant your ads, keywords, and landing page are to a person seeing your ad. Having a high Quality Score means that our [Google] systems think your ad, keyword, and landing page are all relevant and useful to someone looking at your ad. …there are several things you can do to help improve your Quality Score. Quality Score
  10. 10. Google Wants Advertisers to be Relevant Relevancy & Quality Score How does Google keep this eco-system working? CustomersAdvertisers
  11. 11. CONFIDENTIAL – DO NOT DISTRIBUTE 11 How Quality Score is Calculated • In a nutshell, a high-quality ad is one that: – Is relevant to the search query – Accurately describes the product – Is relevant to it’s landing page • Google gives you a score from 1-10 for each keyword
  12. 12. CONFIDENTIAL – DO NOT DISTRIBUTE 12
  13. 13. CONFIDENTIAL – DO NOT DISTRIBUTE 15
  14. 14. CONFIDENTIAL – DO NOT DISTRIBUTE 16 So, What Can I Do?
  15. 15. CONFIDENTIAL – DO NOT DISTRIBUTE 17 Components of QS
  16. 16. CONFIDENTIAL – DO NOT DISTRIBUTE 18
  17. 17. CONFIDENTIAL – DO NOT DISTRIBUTE 19 Finding Your Quality Score in AdWords
  18. 18. CONFIDENTIAL – DO NOT DISTRIBUTE 20 • 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) Get a free PPC Audit & Your Quality Scores at… www.wordstream.com/google-adwords
  19. 19. CONFIDENTIAL – DO NOT DISTRIBUTE 21 Improve Click Through Rates
  20. 20. CONFIDENTIAL – DO NOT DISTRIBUTE 22 What is a Good CTR? • 1: 6% • 2: 4-5% • 3: 2-3% • 4: 1-2% • 5: <1%
  21. 21. CONFIDENTIAL – DO NOT DISTRIBUTE 23 Account Organization is Critical Bad Better BEST Shorts, Shirts, Pants, Skirts, Blouses, Dresses, T-shirts Jean Shorts, Blue Shorts, Cutoff Shorts, Women’s Shorts, Cheap Shorts, Long Shorts Blue Jean Shorts, Cutoff Jean Shorts, Jean Shorts Cheap, Women’s Jean Shorts, Jean Shorts Online Keywords Ad Copy
  22. 22. CONFIDENTIAL – DO NOT DISTRIBUTE 24
  23. 23. CONFIDENTIAL – DO NOT DISTRIBUTE 25
  24. 24. CONFIDENTIAL – DO NOT DISTRIBUTE 26 Ad Extensions… the new MUST have
  25. 25. CONFIDENTIAL – DO NOT DISTRIBUTE 27 Are Your Ads Relevant?
  26. 26. CONFIDENTIAL – DO NOT DISTRIBUTE 28 Relevant Ads = Copy Aligned to Ad Group Ad Group: Jean Shorts Blue Jean Shorts, Cutoff Jean Shorts, Jean Shorts Cheap, Women’s Jean Shorts, Jean Shorts Online, Order Jean Shorts
  27. 27. CONFIDENTIAL – DO NOT DISTRIBUTE 29
  28. 28. CONFIDENTIAL – DO NOT DISTRIBUTE 30 Optimizing Landing Pages
  29. 29. CONFIDENTIAL – DO NOT DISTRIBUTE 31
  30. 30. CONFIDENTIAL – DO NOT DISTRIBUTE 32 1. Main Headline Carried Through from Ad Text 2. Supportive Sub Headline 3. What’s in it for me? Benefits 4. Credibility through Trust Symbols 5. Verbal Call to Action 6. Call to Action Form or Button 7. Complimentary Image or Video 8. Offer Always Above the Fold
  31. 31. CONFIDENTIAL – DO NOT DISTRIBUTE 33 Devices: Don’t forget Mobile & Tablets
  32. 32. CONFIDENTIAL – DO NOT DISTRIBUTE 34
  33. 33. http://www.wordstream.com/larry-kim
  34. 34. CONFIDENTIAL – DO NOT DISTRIBUTE 36
  35. 35. Special Offer • Are you interested in a live demo to see how WordStream's PPC Advisor can help optimize your paid search campaigns? – Yes! – No thanks CONFIDENTIAL – DO NOT DISTRIBUTE 37
  36. 36. Thank you! 38 Thank you for attending WordStream’s webinar on Quality Score! #wordstream Don’t forget to sign up for a Free Trial of WordStream: http://www.wordstream.com/ppc-free-trial Grade Your AdWords Account Today: http://www.wordstream.com/google-adwords Or contact us directly: Sales line: 1-855-967-3787 Elliott Reid ereid@wordstream.com Erin Sagin esagin@wordstream.com
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