Quality score webinar

Mastering Quality Score
How to Increase Quality Scores & Improve AdWords Results

What is Quality Score?
A numerical assessment of how good your ad is. Designed to:
Keep spammers out of the top results
Give discounts to advertisers who follow the rules
Make sure users only see ads that might actually be interesting
Good for users
Good for advertisers
Good for Google

How is Quality Score Used?

Order of Ads – Google’s Original Auction Model
Golf Clubs
Ads ranked by BID

Order of Ads - Google’s Auction Model + Quality Score
Golf Clubs
Ads ranked by BID times QUALITY SCORE

The Price You Pay - Discounts for better Quality Score
Bid x QS
Of Lower Advertiser
My Cost
My QS

Discounts for better Quality Score (example)
Bid x QS
Of Lower Advertiser
My Cost
My QS

How Does Google Calculate Quality Score?
*not to scale

How do I get better Quality Scores? CTR
Clicks
CTR
Impressions
Show your ads to fewer people
Day-part
Geo-target
Use phrase, exact (or modified broad) match
Use negatives
Get more people to click on your ads
Write clever ad text that shows you have what users are looking for.
Show your ads to people who are more likely to click on them
Use more tightly related, long tail keywords

How do I get better Quality Scores? Relevance
Show Google that your ad is relevant to the keywords in your ad group
Use keywords in your ad text
The tighter your list of keywords, the easier this is.
Golf clubs
Golf shoes
Golf balls
Golf pants
Golf bags
Golf putters
Golf gloves
Golf tees
Golf carts
Golf clubs set
Golf clubs complete set
Set of golf clubs
Golf clubs full set
Golf clubs irons set
Complete set of golf clubs
Golf clubs in a set

How do I get better Quality Scores? Landing Page
Follow Google’s rules
Write relevant, original content
Use keywords in your landing page copy
Be upfront about the information you collect and your business model
Have good load-time with minimal pop-ups etc.

Making Small, Tight, Relevant Ad Groups
Golf clubs
Golf clubs set
Golf clubs complete set
Set of golf clubs
Golf clubs full set
Golf clubs irons set
Complete set of golf clubs
Golf clubs in a set
Golf club sets
Golf balls
Ladies golf clubs
Golf clubs
Golf shoes
Golf balls
Golf pants
Golf bags
Golf putters
Golf gloves
Golf tees
Golf carts
Golf shoes
Ping golf clubs
Golf pants
Golf bag stand
Junior golf bag stand
Best golf bag stand
Black golf bag stand
Ladies golf bag stand
Golf bags
Golf bag stand
Golf putters
Travel golf bag
Golf gloves
Callaway golf bag
Golf tees
Golf carts

How can we help?

Questions, Comments, Concerns
Andy Stefano
PPC Specialist
astefano@wordstream.com

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Quality score webinar

by Internet Marketing Software - WordStream on Jun 10, 2010

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Quality score webinar — Presentation Transcript