CONFIDENTIAL – DO NOT DISTRIBUTE 1
The New Quality Score Info –
What You Need To Know!
Larry Kim,
Founder/CTO, WordStream
...
Win a $25 Amazon Gift Card!!
• Include the hashtag #wordstream
and me (@larrykim) in your tweets
• Prizes Awarded For Eith...
Today’s Agenda: Quality Score Secrets
1. How Quality Score Really Works
2. Comparing Google PR vs. Reality
3. How to Get P...
About Me
Larry Kim (@larrykim)
• Founder & CTO of WordStream
• Commander of the Google AdWords
Quality Score Rebellion
• H...
Let’s learn a little about you….
Larry Kim (@larrykim) #wordstream
Poll Question #1: Do You Believe Google?
Is Google Telling The Truth about Quality Score?
• Yes, Absolutely!
• Yes, howeve...
Poll Question #2: QS Importance
How Valuable is QS as a PPC Success Metric?
• It’s the most critical AdWords KPI because i...
CONFIDENTIAL – DO NOT DISTRIBUTE 8
Pick the Red
or Blue Pill
Image via. Kirk Williams (@PPCKirk)
The Rules of the
AdWords Game
Understanding the AdWords Auction
CONFIDENTIAL – DO NOT DISTRIBUTE 10
How Quality Score Impacts Ad Position
• AdWords is Like Real Estate: It’s all about
Location!
Larry Kim (@larrykim) #words...
How is Quality
Score
Calculated?
Google Expects WAY More of Your Ads!
Larry Kim (@larrykim) #wordstream
QS is Based on Your CTR vs. Expected CTR!
Larry Kim (@larryim) #wordstream
What’s an
Average Quality
Score in 2014?
Avg. Quality Score Has Been Falling.
• Today, average score is 5/10. Previously was 7/10!
Larry Kim (@larrykim) #wordstream
How Does Quality
Score Impact
Cost Per Click?
How Quality Score Impacts Actual CPC
Larry Kim (@larrykim) #wordstream
CONFIDENTIAL – DO NOT DISTRIBUTE 20
How Does Quality
Score Impact
Impressions?
Impression Share vs. Quality Score
• AdWords is Like Real Estate: It’s all about
Location!
Larry Kim (@larrykim) #wordstre...
How Does Ad
Position Impact
Conversion
Rates?
Do Certain Ad Positions Convert Better??
Larry Kim (@larrykim) #wordstream
Conv. Rate vs. Average Search Position
Larry Kim (@larrykim) #wordstream
How Does Quality
Score Impact
Cost Per Action?
Cost Per Conversion Greatly Impacted by QS
Larry Kim (@larrykim) #wordstream
The Impact of Quality Score on Cost Per Conversion
Larry Kim (@larrykim) #wordstream
But High QS Not Possible In My Industry!
Larry Kim (@larrykim) #wordstream
Real Estate Quality Scores
Larry Kim (@larrykim) #wordstream
Finance Industry Quality Scores
Larry Kim (@larrykim) #wordstream
Ecommerce Industry Quality Scores
Larry Kim (@larrykim) #wordstream
Does Mobile
Impact Quality
Score?
Larry Kim (@larrykim) #wordstream
Avg. CTR Drops Off VERY Fast on Mobile
0.00%
1.00%
2.00%
3.00%
4.00%
5.00%
6.00%
7.00%
8...
Larry Kim (@larrykim) #wordstream
Account QS Score vs. Mobile Click Share
Larry Kim (@larrykim) #wordstream
Mobile Impression Share VERY Competitive
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
1 2 3 ...
“Low CTR” =
Losing PPC
Strategy
Quick Recap
1. Below Avg. CTR =
Low QS
2. Low CTR ads:
 Have Lower Ad Positions (Fewer Clicks)
 Often don’t even get dis...
The High CTR Game for AdWords
1. Be Very Picky. Bid on Only the Best
Keywords and Get HIGH CTRs.
2. Delete Junk Keywords (...
Debunking The
New Google Info
New Quality Score White Paper
Larry Kim (@larrykim) #wordstream
“Settling The Quality Score”?
Link To PDF File: http://bit.ly/qs-whitepaper
Larry Kim (@larrykim) #wordstream
Key Finding #1: They’re Downplaying QS
Quality Score Is a Helpful Diagnostic Tool, Not a Key
Performance Indicator
• Why: ...
But Wait – What About This?:
QS is important in order for your ads to be successful
… QS plays a key role in determining y...
CONFIDENTIAL – DO NOT DISTRIBUTE 45
QS is Based on Your CTR vs. Expected CTR!
Larry Kim (@larryim) #wordstream
CONFIDENTIAL – DO NOT DISTRIBUTE 47
New Quality Score Video
Larry Kim (@larrykim) #wordstream
Link To PDF File: http://bit.ly/qs-video
How To
Write Great Ads
What’s a Good CTR?
Larry Kim (@larrykim) #wordstream
• Even the “Winner” is a Loser!
CONFIDENTIAL – DO NOT DISTRIBUTE 52
Your Best Ad Might Be Crap
Larry Kim (@larrykim) #wordstream
How Great
Can My CTR Be??
(You’d be
surprised)
Click Through Rate Varies A Lot!!
Larry Kim (@larrykim) #wordstream
Some Ads Do 2x, 3x or 6x Above Avg!?
Larry Kim (@larrykim) #wordstream
Under-Performing vs. Unicorns
Percentile Vs. Expected
CTR
Name
Bottom 50% Below Expected
CTR
Under-
Performing
Advertisers...
@larrykim
Ad Unicorns?!
(6x Avg. CTR!)
Ad Text Testing
• Same Story – 20% of Ads Generate 92% of Spend
• 20% of Ads Generated 65% of Impressions
• But CPA, CTR, ...
1. Keywords With High Commercial Intent
Larry Kim (@larrykim) #wordstream
Does Dynamic
Keyword Insertion
Matter?
What is Dynamic Keyword Insertion?
Larry Kim (@larrykim) #wordstream
2. Dynamic Keyword Insertion (DKI)
Larry Kim (@larrykim) #wordstream
2. DKI Doesn’t Produce As Many Unicorns
Larry Kim (@larrykim) #wordstream
Do Ad Extensions
Matter?
What Are “Ad Extensions”?
66
Larry Kim (@larrykim) #wordstream
3. Ad Extensions Impact on Click Through Rate
Larry Kim (@larrykim) #wordstream
3. Ad Extensions Impact on Quality Scores
Larry Kim (@larrykim) #wordstream
How To Write
“Unicorn” Ads
4. Most Ads Suck. Create Emotional Ads.
70
Larry Kim (@larrykim) #wordstream
Creating “Emotional” Ads
Larry Kim (@larrykim) #wordstream
An Example:
Larry Kim (@larrykim) #wordstream
Versus…
Larry Kim (@larrykim) #wordstream
You Need To Test
100 Ads To Find 1
Unicorn.
Relative Abundance
Name Percentile Relative
Abundance
Vs. Expected
CTR
Awesome
Ads
Top 15% 1:6.7 2X Higher
Super
Awesome
A...
You’re Not Testing as Many Ads as You Think…
Larry Kim (@larrykim) #wordstream
It’s Not as Hard
As You Think
Most Small Businesses Aren’t That Active
Larry Kim (@larrykim) #wordstream
85% of Impressions are From 5% of Ads
Larry Kim (@larrykim) #wordstream
Summary: Quality Score Secrets
1. Just Say No to Low CTR / Low QS
2. Write Insane Ads that Get 3x Avg. CTR
3. Google leave...
Grade Your Quality Score with The AdWords Grader!
• A free, instant PPC audit in
under a minute!
• Grades your AdWords acc...
• We find all the low hanging
fruit in your account
• You just review / approve the
findings.
• Quick. Easy. Powerful.
• 2...
Leads & Landing Page Management Software
www.wordstream.com/ppc-free-trial
Larry Kim (@larrykim) #wordstream
New!! Call Tracking Software
www.wordstream.com/ppc-free-trial
Larry Kim (@larrykim) #wordstream
New!! Call Tracking Software
www.wordstream.com/ppc-free-trial
Larry Kim (@larrykim) #wordstream
Special Offers! Would you like…
a) A FREE live demo of WordStream PPC Advisor
including Call Tracking
b) Get a 1-on-1 AdWo...
Thank You!
Larry Kim (@larrykim) #wordstream
New Google Quality Score Info – What You Need to Know
New Google Quality Score Info – What You Need to Know
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New Google Quality Score Info – What You Need to Know

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For more information, visit www.wordstream.com

Despite the fact that a higher-than-average Quality Score in AdWords can save you up to 50% on your cost per click and 80% on cost per conversion, Google continues to downplay the importance of this crucial metric.

Google's precise formula for calculating Quality Score is famously mysterious. With Google's recent announcement about changes to Quality Score raising more questions than answers, how can you stay on top and know where to make improvements?

In this webinar, WordStream founder and paid search veteran Larry Kim revealsl some incredible tricks to truly understand Quality Score and its considerable impact on the rest of your AdWords account. You'll learn:

- What Google's announcement really means, and what they left out
- Why you should care about Quality Score in AdWords
- How AdWords Quality Score is actually calculated
- What can you do to improve Quality Score, right now!

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New Google Quality Score Info – What You Need to Know

  1. 1. CONFIDENTIAL – DO NOT DISTRIBUTE 1 The New Quality Score Info – What You Need To Know! Larry Kim, Founder/CTO, WordStream July 9, 2014
  2. 2. Win a $25 Amazon Gift Card!! • Include the hashtag #wordstream and me (@larrykim) in your tweets • Prizes Awarded For Either … –Best Tip –Funniest Tweet Larry Kim (@larrykim) #wordstream
  3. 3. Today’s Agenda: Quality Score Secrets 1. How Quality Score Really Works 2. Comparing Google PR vs. Reality 3. How to Get Perfect 10 QS – Tips for Writing Killer Ads / Picking Keywords 4. Example Accounts with High and Low QS. Larry Kim (@larrykim)
  4. 4. About Me Larry Kim (@larrykim) • Founder & CTO of WordStream • Commander of the Google AdWords Quality Score Rebellion • Had a Kid 8 Weeks Ago (#ppckid) Larry Kim (@larrykim) #wordstream
  5. 5. Let’s learn a little about you…. Larry Kim (@larrykim) #wordstream
  6. 6. Poll Question #1: Do You Believe Google? Is Google Telling The Truth about Quality Score? • Yes, Absolutely! • Yes, however details are omitted. • No, They’re not being transparent • No idea / No Opinion Larry Kim (@larrykim) #wordstream
  7. 7. Poll Question #2: QS Importance How Valuable is QS as a PPC Success Metric? • It’s the most critical AdWords KPI because it impacts everything in your account (CPC, Ad Position, Impression Share, CPA, etc.) • It’s like the “check engine” light in your car dashboard • Quality Score is a Useless Metric • No Idea / No Opinion
  8. 8. CONFIDENTIAL – DO NOT DISTRIBUTE 8 Pick the Red or Blue Pill Image via. Kirk Williams (@PPCKirk)
  9. 9. The Rules of the AdWords Game
  10. 10. Understanding the AdWords Auction CONFIDENTIAL – DO NOT DISTRIBUTE 10
  11. 11. How Quality Score Impacts Ad Position • AdWords is Like Real Estate: It’s all about Location! Larry Kim (@larrykim) #wordstream
  12. 12. How is Quality Score Calculated?
  13. 13. Google Expects WAY More of Your Ads! Larry Kim (@larrykim) #wordstream
  14. 14. QS is Based on Your CTR vs. Expected CTR! Larry Kim (@larryim) #wordstream
  15. 15. What’s an Average Quality Score in 2014?
  16. 16. Avg. Quality Score Has Been Falling. • Today, average score is 5/10. Previously was 7/10! Larry Kim (@larrykim) #wordstream
  17. 17. How Does Quality Score Impact Cost Per Click?
  18. 18. How Quality Score Impacts Actual CPC Larry Kim (@larrykim) #wordstream
  19. 19. CONFIDENTIAL – DO NOT DISTRIBUTE 20
  20. 20. How Does Quality Score Impact Impressions?
  21. 21. Impression Share vs. Quality Score • AdWords is Like Real Estate: It’s all about Location! Larry Kim (@larrykim) #wordstream
  22. 22. How Does Ad Position Impact Conversion Rates?
  23. 23. Do Certain Ad Positions Convert Better?? Larry Kim (@larrykim) #wordstream
  24. 24. Conv. Rate vs. Average Search Position Larry Kim (@larrykim) #wordstream
  25. 25. How Does Quality Score Impact Cost Per Action?
  26. 26. Cost Per Conversion Greatly Impacted by QS Larry Kim (@larrykim) #wordstream
  27. 27. The Impact of Quality Score on Cost Per Conversion Larry Kim (@larrykim) #wordstream
  28. 28. But High QS Not Possible In My Industry! Larry Kim (@larrykim) #wordstream
  29. 29. Real Estate Quality Scores Larry Kim (@larrykim) #wordstream
  30. 30. Finance Industry Quality Scores Larry Kim (@larrykim) #wordstream
  31. 31. Ecommerce Industry Quality Scores Larry Kim (@larrykim) #wordstream
  32. 32. Does Mobile Impact Quality Score?
  33. 33. Larry Kim (@larrykim) #wordstream Avg. CTR Drops Off VERY Fast on Mobile 0.00% 1.00% 2.00% 3.00% 4.00% 5.00% 6.00% 7.00% 8.00% 9.00% 10.00% 1 2 3 4 5 6 7 8 9 SearchCTR Ad Position Expected CTR, by device Desktop Mobile Tablet Log. (Desktop) Log. (Mobile) Log. (Tablet) Mobile CTR drops off 45% from Position 1 to 2
  34. 34. Larry Kim (@larrykim) #wordstream Account QS Score vs. Mobile Click Share
  35. 35. Larry Kim (@larrykim) #wordstream Mobile Impression Share VERY Competitive 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 1 2 3 4 5 6 7 8 9 SearchImpressionShare Ad Position Search Impression share, by device Desktop Mobile Tablet Linear (Desktop) Linear (Mobile) Linear (Tablet) Much less likely to show on mobile vs. desktop
  36. 36. “Low CTR” = Losing PPC Strategy
  37. 37. Quick Recap 1. Below Avg. CTR = Low QS 2. Low CTR ads:  Have Lower Ad Positions (Fewer Clicks)  Often don’t even get displayed (especially for mobile)  Get penalized w/ up to 400% higher CPCs  Have up to 64% higher cost per conversion Larry Kim (@larrykim) #wordstream
  38. 38. The High CTR Game for AdWords 1. Be Very Picky. Bid on Only the Best Keywords and Get HIGH CTRs. 2. Delete Junk Keywords (Bottom Third of your Account) Larry Kim (@larrykim) #wordstream
  39. 39. Debunking The New Google Info
  40. 40. New Quality Score White Paper Larry Kim (@larrykim) #wordstream
  41. 41. “Settling The Quality Score”? Link To PDF File: http://bit.ly/qs-whitepaper Larry Kim (@larrykim) #wordstream
  42. 42. Key Finding #1: They’re Downplaying QS Quality Score Is a Helpful Diagnostic Tool, Not a Key Performance Indicator • Why: Your Quality Score is like a warning light in a car’s engine that shows how healthy your ads and keywords are. It’s not meant to be detailed metric that should be the focus of account management -- Source: New Google White Paper on Quality Score. Larry Kim (@larrykim) #wordstream
  43. 43. But Wait – What About This?: QS is important in order for your ads to be successful … QS plays a key role in determining your ad's position and how much you'll pay for a click. In general, the more relevant your ad, the higher your QS – and the higher your QS, the better your position and the less you will have to pay for a click...Being successful with AdWords means getting your products or services in front of the people who are most likely to become your customers and a high Quality Score can help make that happen. -- Source: What is AdWords Quality Score and Why Does It Matter?" from Google (2011) Larry Kim (@larrykim) #wordstream
  44. 44. CONFIDENTIAL – DO NOT DISTRIBUTE 45
  45. 45. QS is Based on Your CTR vs. Expected CTR! Larry Kim (@larryim) #wordstream
  46. 46. CONFIDENTIAL – DO NOT DISTRIBUTE 47
  47. 47. New Quality Score Video Larry Kim (@larrykim) #wordstream Link To PDF File: http://bit.ly/qs-video
  48. 48. How To Write Great Ads
  49. 49. What’s a Good CTR? Larry Kim (@larrykim) #wordstream
  50. 50. • Even the “Winner” is a Loser! CONFIDENTIAL – DO NOT DISTRIBUTE 52
  51. 51. Your Best Ad Might Be Crap Larry Kim (@larrykim) #wordstream
  52. 52. How Great Can My CTR Be?? (You’d be surprised)
  53. 53. Click Through Rate Varies A Lot!! Larry Kim (@larrykim) #wordstream
  54. 54. Some Ads Do 2x, 3x or 6x Above Avg!? Larry Kim (@larrykim) #wordstream
  55. 55. Under-Performing vs. Unicorns Percentile Vs. Expected CTR Name Bottom 50% Below Expected CTR Under- Performing Advertisers Top 15% 2X Higher Awesome Advertisers Top 5% 3x Higher Super Awesome Advertisers Top 1% 6x Higher!! Unicorns Larry Kim (@larrykim) #wordstream
  56. 56. @larrykim Ad Unicorns?! (6x Avg. CTR!)
  57. 57. Ad Text Testing • Same Story – 20% of Ads Generate 92% of Spend • 20% of Ads Generated 65% of Impressions • But CPA, CTR, and Conversion Rates vary @larrykim, @perrymarshall
  58. 58. 1. Keywords With High Commercial Intent Larry Kim (@larrykim) #wordstream
  59. 59. Does Dynamic Keyword Insertion Matter?
  60. 60. What is Dynamic Keyword Insertion? Larry Kim (@larrykim) #wordstream
  61. 61. 2. Dynamic Keyword Insertion (DKI) Larry Kim (@larrykim) #wordstream
  62. 62. 2. DKI Doesn’t Produce As Many Unicorns Larry Kim (@larrykim) #wordstream
  63. 63. Do Ad Extensions Matter?
  64. 64. What Are “Ad Extensions”? 66 Larry Kim (@larrykim) #wordstream
  65. 65. 3. Ad Extensions Impact on Click Through Rate Larry Kim (@larrykim) #wordstream
  66. 66. 3. Ad Extensions Impact on Quality Scores Larry Kim (@larrykim) #wordstream
  67. 67. How To Write “Unicorn” Ads
  68. 68. 4. Most Ads Suck. Create Emotional Ads. 70 Larry Kim (@larrykim) #wordstream
  69. 69. Creating “Emotional” Ads Larry Kim (@larrykim) #wordstream
  70. 70. An Example: Larry Kim (@larrykim) #wordstream
  71. 71. Versus… Larry Kim (@larrykim) #wordstream
  72. 72. You Need To Test 100 Ads To Find 1 Unicorn.
  73. 73. Relative Abundance Name Percentile Relative Abundance Vs. Expected CTR Awesome Ads Top 15% 1:6.7 2X Higher Super Awesome Ads Top 5% 1:20 3x Higher Unicorns Top 1% 1:100 6x Higher!! Larry Kim (@larrykim) #wordstream
  74. 74. You’re Not Testing as Many Ads as You Think… Larry Kim (@larrykim) #wordstream
  75. 75. It’s Not as Hard As You Think
  76. 76. Most Small Businesses Aren’t That Active Larry Kim (@larrykim) #wordstream
  77. 77. 85% of Impressions are From 5% of Ads Larry Kim (@larrykim) #wordstream
  78. 78. Summary: Quality Score Secrets 1. Just Say No to Low CTR / Low QS 2. Write Insane Ads that Get 3x Avg. CTR 3. Google leaves out information in their content 4. Delete Bottom Third of Account / Redeploy Using RLSA and/or Remarketing Larry Kim (@larrykim) #wordstream
  79. 79. 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 Larry Kim (@larrykim) #wordstream
  80. 80. • 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!™ WordStream’s 20 Minute PPC Work Week www.wordstream.com/ppc-free-trial Larry Kim (@larrykim) #wordstream
  81. 81. Leads & Landing Page Management Software www.wordstream.com/ppc-free-trial Larry Kim (@larrykim) #wordstream
  82. 82. New!! Call Tracking Software www.wordstream.com/ppc-free-trial Larry Kim (@larrykim) #wordstream
  83. 83. New!! Call Tracking Software www.wordstream.com/ppc-free-trial Larry Kim (@larrykim) #wordstream
  84. 84. Special Offers! Would you like… a) A FREE live demo of WordStream PPC Advisor including Call Tracking b) Get a 1-on-1 AdWords Grader walk-through with a PPC expert c) Nothing at the moment Larry Kim (@larrykim) #wordstream
  85. 85. Thank You! Larry Kim (@larrykim) #wordstream
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