Understanding and Improving Quality Score webinar

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  • 1. Understanding and Improving AdWords Quality Score
    Larry Kim, Founder, CTO
    May 18, 2011
  • 2. If you’ve ever felt that…
    You’re spending too much on PPC
    Your competitors seem to be beating you in PPC
    You’re dissatisfied with your ROI with PPC
    You’re overwhelmed by Quality Score
    All of the Above!!
    Improving your AdWords Quality Score can help improve all of the above!
    Should you care about Quality Score?
    2
  • 3. The Purpose of Quality Score
    What AdWords Quality Score Means to You
    How Quality Score is Calculated
    Example: How Quality Score Impacts Impressions, Ad Position and Cost-Per-Click
    How to Improve your Quality Score
    3 Common Quality Score Myths!
    Q & A
    Today’s Agenda
    3
  • 4. But First, Let me to Introduce Myself
    4
    I’ve been doing PPC & SEO for 10 Years!
    Both In-house and as a consultant
    Worked for companies like Adobe, Progress Software, Altova
    3 Years ago, I started WordStream!
    Today we’re an industry-leading provider of a PPC Management Platform and Keyword Research Tools
    We help people get their website found on the internet!
  • 5. The Purpose of Quality Score
    5
    It’s a measure of Relevancy
    Insures customers find what they’re looking for
    Gives advertisers a reward for creating relevant ads
    Provides search engines with a sustainable business model
    Quality Score is a set of algorithms that enable this 3-way synergy.
  • 6. How Quality Score is Calculated (in Detail) for Google Search
    The factors that determine Quality Score (according to Google) are:
    Click Through Rate
    Ad Text Relevancy
    Landing Page Relevancy
    “Other Factors”
    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
    Lets take a look at these components in detail.
    6
  • 7. Historical Click-through Rate (CTR)
    Click Through Rate is the most significant component of Quality Score
    Relevant ads get more clicks
    Google uses the “wisdom of the crowds” to infer relevancy
    Google considers the CTR of your ads and keywords, as well as your campaign and account, and even other competitor accounts
    Google normalizes Click Through Rate by ad position
    Low relevancy ads can’t buy themselves a high CTR
    So the key to Quality Score is getting high click-through rates!
    There are published best-practices from Google that tend to produce higher CTR’s
    7
  • 8. Keyword, Ad Text & Landing Page Relevance Factors
    The Relevance of the Keyword to the ads in it’s ad group
    Keywords in your ad group must be relevant to your ads
    Keywords in your ad group should be repeated in your ad text
    Relevance of the keyword and matched ad to the search query
    The search query that a customer searches for must be relevant to the keywords in your ad group and the ad itself
    Landing Page Factors
    Relevancy: The landing page should be relevant to the keywords and ad text
    Content: The website should feature unique content relevant to your ad, have a privacy policy, avoid pop-ups, and load quickly.
    “Other Factors”
    Google’s black box - they don’t tell us anything about this…
    8
  • 9. The Importance of Quality Score
    Quality Score affects:
    Impressions
    Ad Position
    Cost-Per-Click
    It indirectly affects conversions as well
    We’ve talked about what Quality Score is and how it’s calculated…
    Let’s do a detailed example to show exactly how Quality Score impacts these important metrics!
    9
  • 10. How Quality Score Affects Impressions
    Google would rather display no ads at all than display poor quality score ads.
    Quality Score plays a role in determining if a keyword is relevant enough to enter an ad auction
    Higher Quality Score = More Impressions & Exposure
    Minimum First Page Bid is the also inversely proportional to your Quality Score, which means even more Impressions
    A high Quality Score makes your ads eligible for being displayed above the search results!
    10
  • 11. How Quality Score Affects Ad Rank & Actual Cost Per Click
    11
    An Example Calculation of Ad Rank and Actual CPC:
  • 12. WordStream - Summary
    12
  • 13. 13
    Example of How to Improve Quality Score
    Follow Google’s Best Practices to improve Click Through Rate and Quality Score:
    • Use specific keywords and negative keywords
    • 14. Group together closely related keywords
    • 15. Write relevant text ads and destination pages
    • 16. Repeat! (But this is actually a lot of work…)
  • Leverage Tools Outside of AdWords to Improve Quality Score
    WordStream’s PPC Platform is focused on maximizing relevancy, CTR & Quality Score
    We have innovative technologies that enable Google Best Practices including:
    PPC Campaign Builders
    Keyword Expansion Tools
    Negative Keyword Tools
    Ad Group Segmentation Tools
    Keyword Organization Tools
    QueryStream Management Platform
    Ad Text Tools
    14
  • 17. Shocking Quality Score Truths Revealed
    Plus tips on how to overcome these Top 3 Quality Score issues...
    3Popular Quality Score Misconceptions!
    15
  • 18. History of keywords, ad texts and landing pages is preserved when the account is restructured
    Visible history is reset
    History to calculate Quality Score is preserved
    Best Practice:
    Continuously experiment with improved account structure
    You can always go back if it wasn’t a success!
    “A few bad days of test performance will not ruin your Quality Scores. In order to optimize your client’s accounts, we encourage you to run targeted tests on your keywords, ad texts and bids” – Google AdWords Agency Blog
    1) Myth: Quality Score is Lost During An Optimization
    16
  • 19. Changing a keyword from broad to exact match will never improve an advertiser’s quality score.
    • Quality Score is based only on the performance of the exact match subset of a broad match keyword.
    2) Myth: Broad Match Hurts Quality Score
    17
    Determines quality score
    Exact Match
    [Electric Guitar]
    Broad Match
    Phrase Match
    Electric Guitar
    “Blue Electric Guitars”
    Expanded Match
    Figure Courtesy of Google
    Guitar Strings
  • 20. 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
    A low quality ad can’t buy its way into a top position!
    3) Myth: Raising Bids Raises Quality Score
    18
    e.g. expect 20% CTR
    e.g. expect
    2% CTR
  • 21. Summary: Understanding and Improving AdWords Quality Score
    19
    Quality Score is an objective measurement of the quality of an advertiser’s keywords.
    It’s a score from 1-10. Higher is better.
    Quality Score influences your impressions, minimum first page bid, ad rank, and your cost per click, and indirectly, your conversion rates
    These factors are critical for realizing ROI
    Take Action – Perform Account Optimizations that Raise Click Through Rate
    Selecting specific keywords
    Matching them up with Relevant Ads & Landing Pages!
    WordStream for PPC automates these and other PPC management tasks.
  • 22. Your Questions
    20
    Thank you for attending WordStream’s webinar on Understanding and Improving Quality Score.
    Don’t forget to sign up for our Free Quality Score Toolkit:
    www.wordstream.com/qstk-webinar
    Or talk to one of our AdWords Certified Professionals about optimizing your account for Quality Score:
    www.wordstream.com/assessment-webinar
    Or contact me directly:
    lkim@wordstream.com
    http://twitter.com/larrykim