Quality Score Webinar

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Webinar detailing the elements of Quality Score, and how to improve your score.

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Quality Score Webinar

  1. 1. Mastering Quality Score<br />How to Increase Quality Scores & Improve AdWords Results<br />
  2. 2. What is Quality Score?<br />A numerical assessment of how good your ad is. Designed to:<br />Keep spammers out of the top results<br />Give discounts to advertisers who follow the rules<br />Make sure users only see ads that might actually be interesting<br />Good for users<br />Good for advertisers<br />Good for Google<br />
  3. 3. How is Quality Score Used?<br />
  4. 4. Order of Ads – Google’s Original Auction Model<br />Golf Clubs<br />Ads ranked by BID<br />
  5. 5. Order of Ads - Google’s Auction Model + Quality Score<br />Golf Clubs<br />Ads ranked by BID times QUALITY SCORE<br />
  6. 6. The Price You Pay - Discounts for better Quality Score<br />Bid x QS<br />Of Lower Advertiser<br />My Cost<br />My QS<br />
  7. 7. Discounts for better Quality Score (example)<br />Bid x QS<br />Of Lower Advertiser<br />My Cost<br />My QS<br />
  8. 8. How Does Google Calculate Quality Score?<br />*not to scale<br />
  9. 9. How do I get better Quality Scores? CTR<br />Clicks<br />CTR<br />Impressions<br />Show your ads to fewer people<br />Day-part<br />Geo-target<br />Use phrase, exact (or modified broad) match<br />Use negatives<br />Get more people to click on your ads<br />Write clever ad text that shows you have what users are looking for.<br />Show your ads to people who are more likely to click on them<br />Use more tightly related, long tail keywords<br />
  10. 10. How do I get better Quality Scores? Relevance<br />Show Google that your ad is relevant to the keywords in your ad group<br />Use keywords in your ad text<br />The tighter your list of keywords, the easier this is.<br />Golf clubs<br />Golf shoes<br />Golf balls<br />Golf pants<br />Golf bags<br />Golf putters<br />Golf gloves<br />Golf tees<br />Golf carts<br />Golf clubs set<br />Golf clubs complete set<br />Set of golf clubs<br />Golf clubs full set<br />Golf clubs irons set<br />Complete set of golf clubs<br />Golf clubs in a set<br />
  11. 11. How do I get better Quality Scores? Landing Page<br />Follow Google’s rules<br />Write relevant, original content<br />Use keywords in your landing page copy<br />Be upfront about the information you collect and your business model<br />Have good load-time with minimal pop-ups etc.<br />
  12. 12. Making Small, Tight, Relevant Ad Groups<br />Golf clubs<br />Golf clubs set<br />Golf clubs complete set<br />Set of golf clubs<br />Golf clubs full set<br />Golf clubs irons set<br />Complete set of golf clubs<br />Golf clubs in a set<br />Golf club sets<br />Golf balls<br />Ladies golf clubs<br />Golf clubs<br />Golf shoes<br />Golf balls<br />Golf pants<br />Golf bags<br />Golf putters<br />Golf gloves<br />Golf tees<br />Golf carts<br />Golf shoes<br />Ping golf clubs<br />Golf pants<br />Golf bag stand<br />Junior golf bag stand<br />Best golf bag stand<br />Black golf bag stand<br />Ladies golf bag stand<br />Golf bags<br />Golf bag stand<br />Golf putters<br />Travel golf bag<br />Golf gloves<br />Callaway golf bag<br />Golf tees<br />Golf carts<br />
  13. 13. How can we help?<br />
  14. 14. Questions, Comments, Concerns<br />Andy Stefano<br />PPC Specialist<br />astefano@wordstream.com<br />

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