SlideShare a Scribd company logo
1 of 4
    	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  Aaron	
  Abbott—www.BrandLessBox.com	
     1	
  
	
  
	
  

Running	
  Head:	
  	
  QUALITY	
  SCORE	
  

	
  

	
  

	
  

	
  

	
  

	
  

                                                                                                                          	
  Quality	
  Score	
  
                                                                                                                     Aaron	
  M.	
  Abbott	
  
                                                                                                    www.BrandLessBox.com	
  
	
  

	
  

	
  

	
  

	
  

	
  

	
  

	
  

	
  

	
  

	
  

	
  

	
  
       	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  Aaron	
  Abbott—www.BrandLessBox.com	
     2	
  
	
  
	
            Google	
  is	
  one	
  step	
  closer.	
  Quality	
  score	
  is	
  a	
  great	
  balance	
  between	
  the	
  

consumer	
  and	
  the	
  market.	
  	
  The	
  goal	
  is	
  to	
  allow	
  the	
  companies	
  who	
  really	
  have	
  

something	
  of	
  value,	
  to	
  be	
  found	
  by	
  those	
  who	
  need	
  the	
  solution	
  they	
  provide,	
  before	
  

they	
  find	
  those	
  who	
  are	
  not	
  legitimate	
  service/product	
  providers.	
  	
  With	
  these	
  

efforts	
  by	
  Google,	
  implementing	
  quality	
  score	
  allows	
  the	
  honest	
  business	
  to	
  have	
  a	
  

real	
  shot	
  at	
  getting	
  their	
  message	
  out	
  before	
  those	
  potential	
  charlatans	
  who	
  may	
  

have	
  excess	
  money	
  to	
  spend,	
  or	
  the	
  big	
  companies	
  who	
  don’t	
  care	
  about	
  quality.	
  	
  	
  

              While	
  quality	
  score	
  affects	
  both	
  ad	
  position,	
  and	
  cost	
  per	
  click	
  (CPC),	
  it	
  means	
  

marketers	
  and	
  advertisers	
  need	
  to	
  focus	
  of	
  the	
  quality	
  of	
  their	
  messages	
  and	
  how	
  

they	
  relate	
  to	
  the	
  content	
  where	
  the	
  user	
  lands.	
  	
  It	
  is	
  not	
  all	
  about	
  the	
  money	
  

anymore.	
  	
  	
  The	
  more	
  quality	
  your	
  ad	
  has,	
  the	
  less	
  you	
  ultimately	
  pay	
  for	
  the	
  ad	
  

placement.	
  	
  Those	
  with	
  more	
  quality,	
  pay	
  less,	
  and	
  get	
  displayed	
  (Danuloff,	
  2009).	
  	
  

For	
  instance,	
  if	
  we	
  have	
  a	
  quality	
  score	
  of	
  20	
  and	
  pay	
  $1.00	
  (the	
  realistic	
  CPC	
  for	
  our	
  

PPC	
  efforts)	
  and	
  our	
  competitor	
  has	
  a	
  score	
  of	
  10	
  and	
  pays	
  $1.50,	
  we	
  have	
  a	
  greater	
  

advantage.	
  	
  We	
  will	
  pay	
  less	
  and	
  get	
  listed	
  before	
  they	
  do,	
  even	
  if	
  they	
  have	
  a	
  higher	
  

maximum	
  CPC	
  bid	
  than	
  us.	
  	
  	
  

              Using	
  the	
  “Ad	
  Rank”	
  formula	
  (MaxCPC	
  x	
  Quality	
  Score),	
  you	
  can	
  see	
  that	
  even	
  

with	
  a	
  lower	
  max	
  bid,	
  and	
  a	
  higher	
  quality	
  score;	
  we	
  have	
  a	
  higher	
  ad	
  rank.	
  	
  Twenty	
  

times	
  one	
  gives	
  us	
  a	
  rank	
  of	
  20,	
  while	
  they	
  are	
  at	
  a	
  rank	
  score	
  of	
  15.	
  	
  Taking	
  these	
  

figures	
  into	
  the	
  actual	
  CPC,	
  they	
  would	
  be	
  paying	
  $1.51,	
  while	
  we	
  are	
  paying	
  $.50	
  

less	
  for	
  higher	
  placement,	
  all	
  due	
  to	
  the	
  quality	
  score	
  our	
  copy,	
  landing	
  pages,	
  and	
  

content	
  earn.	
  	
  The	
  quality	
  score	
  does	
  exactly	
  what	
  it	
  is.	
  	
  Google	
  is	
  amazing	
  at	
  

utilizing	
  algorithms	
  and	
  real	
  world	
  behaviors	
  to	
  create	
  tools	
  that	
  balance	
  the	
  
     	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  Aaron	
  Abbott—www.BrandLessBox.com	
     3	
  
	
  
marketplace	
  amongst	
  competition	
  in	
  the	
  varied	
  market.	
  If	
  you	
  think	
  about	
  it,	
  Google	
  

has	
  created	
  a	
  business	
  model	
  where	
  they	
  make	
  less	
  money,	
  in	
  the	
  name	
  of	
  what	
  the	
  

consumer	
  demands.	
  

            	
  

            	
  

            	
  

            	
  

            	
  

            	
  

            	
  

            	
  

            	
  

            	
  

            	
  

            	
  

            	
  

            	
  

            	
  

            	
  

            	
  

            	
  

            	
  

            	
  
      	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  Aaron	
  Abbott—www.BrandLessBox.com	
     4	
  
	
  
                                                                                                                                                References	
  

Danuloff,	
  C.	
  (April	
  27,	
  2009).	
  Is	
  the	
  hype	
  of	
  Google	
  AdWords	
  quality	
  score	
  justified?	
  	
  

             Search	
  Engine	
  Land.	
  Retrieved	
  on	
  February	
  5,	
  2010	
  from	
  http://searche	
  

             ngineland.com/is-­‐the-­‐hype-­‐over-­‐google-­‐adwords-­‐quality-­‐score-­‐justified-­‐	
  

             18031	
  

More Related Content

More from Aaron Abbott

Internet Marketing Context Aaron Abbott
Internet Marketing Context Aaron AbbottInternet Marketing Context Aaron Abbott
Internet Marketing Context Aaron AbbottAaron Abbott
 
Internet Marketing Action Plan Aaron Abbott
Internet Marketing Action Plan Aaron AbbottInternet Marketing Action Plan Aaron Abbott
Internet Marketing Action Plan Aaron AbbottAaron Abbott
 
Consumer Behaviors And Web 2point0 Aaron Abbott
Consumer Behaviors And Web 2point0 Aaron AbbottConsumer Behaviors And Web 2point0 Aaron Abbott
Consumer Behaviors And Web 2point0 Aaron AbbottAaron Abbott
 
Competitor Website Analysis Aaron Abbott
Competitor Website Analysis Aaron AbbottCompetitor Website Analysis Aaron Abbott
Competitor Website Analysis Aaron AbbottAaron Abbott
 
Consumer Behaviors Advertiser Spending Aaron Abbott
Consumer Behaviors Advertiser Spending Aaron AbbottConsumer Behaviors Advertiser Spending Aaron Abbott
Consumer Behaviors Advertiser Spending Aaron AbbottAaron Abbott
 
Brand Strategy Aaron Abbott
Brand Strategy Aaron AbbottBrand Strategy Aaron Abbott
Brand Strategy Aaron AbbottAaron Abbott
 

More from Aaron Abbott (6)

Internet Marketing Context Aaron Abbott
Internet Marketing Context Aaron AbbottInternet Marketing Context Aaron Abbott
Internet Marketing Context Aaron Abbott
 
Internet Marketing Action Plan Aaron Abbott
Internet Marketing Action Plan Aaron AbbottInternet Marketing Action Plan Aaron Abbott
Internet Marketing Action Plan Aaron Abbott
 
Consumer Behaviors And Web 2point0 Aaron Abbott
Consumer Behaviors And Web 2point0 Aaron AbbottConsumer Behaviors And Web 2point0 Aaron Abbott
Consumer Behaviors And Web 2point0 Aaron Abbott
 
Competitor Website Analysis Aaron Abbott
Competitor Website Analysis Aaron AbbottCompetitor Website Analysis Aaron Abbott
Competitor Website Analysis Aaron Abbott
 
Consumer Behaviors Advertiser Spending Aaron Abbott
Consumer Behaviors Advertiser Spending Aaron AbbottConsumer Behaviors Advertiser Spending Aaron Abbott
Consumer Behaviors Advertiser Spending Aaron Abbott
 
Brand Strategy Aaron Abbott
Brand Strategy Aaron AbbottBrand Strategy Aaron Abbott
Brand Strategy Aaron Abbott
 

Recently uploaded

Record of Module Forensic photography in
Record of Module Forensic photography inRecord of Module Forensic photography in
Record of Module Forensic photography inalexademileighpacal
 
Dashboards y paneles - CP Home - Area de Operaciones
Dashboards y paneles - CP Home - Area de OperacionesDashboards y paneles - CP Home - Area de Operaciones
Dashboards y paneles - CP Home - Area de OperacionesLPI ONG
 
A Comprehensive Case Study on the IL&FS Crisis (final).pptx
A Comprehensive Case Study on the IL&FS Crisis (final).pptxA Comprehensive Case Study on the IL&FS Crisis (final).pptx
A Comprehensive Case Study on the IL&FS Crisis (final).pptxShainaMaheshwari1
 
Meet Raj Shamani: A Trailblazing Entrepreneur
Meet Raj Shamani: A Trailblazing EntrepreneurMeet Raj Shamani: A Trailblazing Entrepreneur
Meet Raj Shamani: A Trailblazing Entrepreneurramya202104
 
Streamlining Your Accounting A Guide to QuickBooks Migration Tools.pptx
Streamlining Your Accounting A Guide to QuickBooks Migration Tools.pptxStreamlining Your Accounting A Guide to QuickBooks Migration Tools.pptx
Streamlining Your Accounting A Guide to QuickBooks Migration Tools.pptxPaulBryant58
 
Pitch Deck Teardown: SuperScale's $5.4M Series A deck
Pitch Deck Teardown: SuperScale's $5.4M Series A deckPitch Deck Teardown: SuperScale's $5.4M Series A deck
Pitch Deck Teardown: SuperScale's $5.4M Series A deckHajeJanKamps
 
CORPORATE SOCIAL RESPONSIBILITY - FINAL REQUIREMENT.pdf
CORPORATE SOCIAL RESPONSIBILITY - FINAL REQUIREMENT.pdfCORPORATE SOCIAL RESPONSIBILITY - FINAL REQUIREMENT.pdf
CORPORATE SOCIAL RESPONSIBILITY - FINAL REQUIREMENT.pdfLouis Malaybalay
 
Green Innovations: Wristbands Ireland's Eco-Friendly Products
Green Innovations: Wristbands Ireland's Eco-Friendly ProductsGreen Innovations: Wristbands Ireland's Eco-Friendly Products
Green Innovations: Wristbands Ireland's Eco-Friendly ProductsWristbands Ireland
 
pitchdeck ORPC 2019 data info turine.pdf
pitchdeck ORPC 2019 data info turine.pdfpitchdeck ORPC 2019 data info turine.pdf
pitchdeck ORPC 2019 data info turine.pdflebob12
 
We are inviting you on board, to move forward together in the Right Direction
We are inviting you on board, to move forward together in the Right DirectionWe are inviting you on board, to move forward together in the Right Direction
We are inviting you on board, to move forward together in the Right DirectionRight Direction Aero
 
0311 National Accounts Online Giving Trends.pdf
0311 National Accounts Online Giving Trends.pdf0311 National Accounts Online Giving Trends.pdf
0311 National Accounts Online Giving Trends.pdfBloomerang
 
Shopclues: Failure & Solutions in Business Model
Shopclues: Failure & Solutions in Business ModelShopclues: Failure & Solutions in Business Model
Shopclues: Failure & Solutions in Business ModelBhaviniSharma12
 
Shravan Kumaran and sanjay kumaran.pdf..
Shravan Kumaran and sanjay kumaran.pdf..Shravan Kumaran and sanjay kumaran.pdf..
Shravan Kumaran and sanjay kumaran.pdf..ranjithapriya2
 
3BBE: THE FUTURE OF ECOMMERCE PRESENTATION - LOUIS MALAYBALAY
3BBE: THE FUTURE OF ECOMMERCE PRESENTATION - LOUIS MALAYBALAY3BBE: THE FUTURE OF ECOMMERCE PRESENTATION - LOUIS MALAYBALAY
3BBE: THE FUTURE OF ECOMMERCE PRESENTATION - LOUIS MALAYBALAYLouis Malaybalay
 
Project Work on Consumer Behavior in Fast Food Restaurants. Their behavior to...
Project Work on Consumer Behavior in Fast Food Restaurants. Their behavior to...Project Work on Consumer Behavior in Fast Food Restaurants. Their behavior to...
Project Work on Consumer Behavior in Fast Food Restaurants. Their behavior to...BilalAhmed717
 
The Vietnam Believer_Newsletter_Vol.001_Mar12 2024
The Vietnam Believer_Newsletter_Vol.001_Mar12 2024The Vietnam Believer_Newsletter_Vol.001_Mar12 2024
The Vietnam Believer_Newsletter_Vol.001_Mar12 2024believeminhh
 
L-1 VISA Business (Plan Sample) - Plan Writers
L-1 VISA Business (Plan Sample) - Plan WritersL-1 VISA Business (Plan Sample) - Plan Writers
L-1 VISA Business (Plan Sample) - Plan WritersPlan Writers
 
10 Tips for Great Teams CSUN Conference 2024
10 Tips for Great Teams CSUN Conference 202410 Tips for Great Teams CSUN Conference 2024
10 Tips for Great Teams CSUN Conference 2024Nate Evans
 
ICv2 Hobby Games White Paper 2024 - State of the Industry
ICv2 Hobby Games White Paper 2024 - State of the IndustryICv2 Hobby Games White Paper 2024 - State of the Industry
ICv2 Hobby Games White Paper 2024 - State of the IndustryDennisViau
 

Recently uploaded (20)

Record of Module Forensic photography in
Record of Module Forensic photography inRecord of Module Forensic photography in
Record of Module Forensic photography in
 
Dashboards y paneles - CP Home - Area de Operaciones
Dashboards y paneles - CP Home - Area de OperacionesDashboards y paneles - CP Home - Area de Operaciones
Dashboards y paneles - CP Home - Area de Operaciones
 
A Comprehensive Case Study on the IL&FS Crisis (final).pptx
A Comprehensive Case Study on the IL&FS Crisis (final).pptxA Comprehensive Case Study on the IL&FS Crisis (final).pptx
A Comprehensive Case Study on the IL&FS Crisis (final).pptx
 
Meet Raj Shamani: A Trailblazing Entrepreneur
Meet Raj Shamani: A Trailblazing EntrepreneurMeet Raj Shamani: A Trailblazing Entrepreneur
Meet Raj Shamani: A Trailblazing Entrepreneur
 
Streamlining Your Accounting A Guide to QuickBooks Migration Tools.pptx
Streamlining Your Accounting A Guide to QuickBooks Migration Tools.pptxStreamlining Your Accounting A Guide to QuickBooks Migration Tools.pptx
Streamlining Your Accounting A Guide to QuickBooks Migration Tools.pptx
 
Pitch Deck Teardown: SuperScale's $5.4M Series A deck
Pitch Deck Teardown: SuperScale's $5.4M Series A deckPitch Deck Teardown: SuperScale's $5.4M Series A deck
Pitch Deck Teardown: SuperScale's $5.4M Series A deck
 
CORPORATE SOCIAL RESPONSIBILITY - FINAL REQUIREMENT.pdf
CORPORATE SOCIAL RESPONSIBILITY - FINAL REQUIREMENT.pdfCORPORATE SOCIAL RESPONSIBILITY - FINAL REQUIREMENT.pdf
CORPORATE SOCIAL RESPONSIBILITY - FINAL REQUIREMENT.pdf
 
Green Innovations: Wristbands Ireland's Eco-Friendly Products
Green Innovations: Wristbands Ireland's Eco-Friendly ProductsGreen Innovations: Wristbands Ireland's Eco-Friendly Products
Green Innovations: Wristbands Ireland's Eco-Friendly Products
 
pitchdeck ORPC 2019 data info turine.pdf
pitchdeck ORPC 2019 data info turine.pdfpitchdeck ORPC 2019 data info turine.pdf
pitchdeck ORPC 2019 data info turine.pdf
 
We are inviting you on board, to move forward together in the Right Direction
We are inviting you on board, to move forward together in the Right DirectionWe are inviting you on board, to move forward together in the Right Direction
We are inviting you on board, to move forward together in the Right Direction
 
0311 National Accounts Online Giving Trends.pdf
0311 National Accounts Online Giving Trends.pdf0311 National Accounts Online Giving Trends.pdf
0311 National Accounts Online Giving Trends.pdf
 
Shopclues: Failure & Solutions in Business Model
Shopclues: Failure & Solutions in Business ModelShopclues: Failure & Solutions in Business Model
Shopclues: Failure & Solutions in Business Model
 
WAM Corporate Presentation Mar 12 2024.pdf
WAM Corporate Presentation Mar 12 2024.pdfWAM Corporate Presentation Mar 12 2024.pdf
WAM Corporate Presentation Mar 12 2024.pdf
 
Shravan Kumaran and sanjay kumaran.pdf..
Shravan Kumaran and sanjay kumaran.pdf..Shravan Kumaran and sanjay kumaran.pdf..
Shravan Kumaran and sanjay kumaran.pdf..
 
3BBE: THE FUTURE OF ECOMMERCE PRESENTATION - LOUIS MALAYBALAY
3BBE: THE FUTURE OF ECOMMERCE PRESENTATION - LOUIS MALAYBALAY3BBE: THE FUTURE OF ECOMMERCE PRESENTATION - LOUIS MALAYBALAY
3BBE: THE FUTURE OF ECOMMERCE PRESENTATION - LOUIS MALAYBALAY
 
Project Work on Consumer Behavior in Fast Food Restaurants. Their behavior to...
Project Work on Consumer Behavior in Fast Food Restaurants. Their behavior to...Project Work on Consumer Behavior in Fast Food Restaurants. Their behavior to...
Project Work on Consumer Behavior in Fast Food Restaurants. Their behavior to...
 
The Vietnam Believer_Newsletter_Vol.001_Mar12 2024
The Vietnam Believer_Newsletter_Vol.001_Mar12 2024The Vietnam Believer_Newsletter_Vol.001_Mar12 2024
The Vietnam Believer_Newsletter_Vol.001_Mar12 2024
 
L-1 VISA Business (Plan Sample) - Plan Writers
L-1 VISA Business (Plan Sample) - Plan WritersL-1 VISA Business (Plan Sample) - Plan Writers
L-1 VISA Business (Plan Sample) - Plan Writers
 
10 Tips for Great Teams CSUN Conference 2024
10 Tips for Great Teams CSUN Conference 202410 Tips for Great Teams CSUN Conference 2024
10 Tips for Great Teams CSUN Conference 2024
 
ICv2 Hobby Games White Paper 2024 - State of the Industry
ICv2 Hobby Games White Paper 2024 - State of the IndustryICv2 Hobby Games White Paper 2024 - State of the Industry
ICv2 Hobby Games White Paper 2024 - State of the Industry
 

Quality Score Aaron Abbott

  • 1.                                                                                                                              Aaron  Abbott—www.BrandLessBox.com   1       Running  Head:    QUALITY  SCORE                Quality  Score   Aaron  M.  Abbott   www.BrandLessBox.com                            
  • 2.                                                                                                                              Aaron  Abbott—www.BrandLessBox.com   2       Google  is  one  step  closer.  Quality  score  is  a  great  balance  between  the   consumer  and  the  market.    The  goal  is  to  allow  the  companies  who  really  have   something  of  value,  to  be  found  by  those  who  need  the  solution  they  provide,  before   they  find  those  who  are  not  legitimate  service/product  providers.    With  these   efforts  by  Google,  implementing  quality  score  allows  the  honest  business  to  have  a   real  shot  at  getting  their  message  out  before  those  potential  charlatans  who  may   have  excess  money  to  spend,  or  the  big  companies  who  don’t  care  about  quality.       While  quality  score  affects  both  ad  position,  and  cost  per  click  (CPC),  it  means   marketers  and  advertisers  need  to  focus  of  the  quality  of  their  messages  and  how   they  relate  to  the  content  where  the  user  lands.    It  is  not  all  about  the  money   anymore.      The  more  quality  your  ad  has,  the  less  you  ultimately  pay  for  the  ad   placement.    Those  with  more  quality,  pay  less,  and  get  displayed  (Danuloff,  2009).     For  instance,  if  we  have  a  quality  score  of  20  and  pay  $1.00  (the  realistic  CPC  for  our   PPC  efforts)  and  our  competitor  has  a  score  of  10  and  pays  $1.50,  we  have  a  greater   advantage.    We  will  pay  less  and  get  listed  before  they  do,  even  if  they  have  a  higher   maximum  CPC  bid  than  us.       Using  the  “Ad  Rank”  formula  (MaxCPC  x  Quality  Score),  you  can  see  that  even   with  a  lower  max  bid,  and  a  higher  quality  score;  we  have  a  higher  ad  rank.    Twenty   times  one  gives  us  a  rank  of  20,  while  they  are  at  a  rank  score  of  15.    Taking  these   figures  into  the  actual  CPC,  they  would  be  paying  $1.51,  while  we  are  paying  $.50   less  for  higher  placement,  all  due  to  the  quality  score  our  copy,  landing  pages,  and   content  earn.    The  quality  score  does  exactly  what  it  is.    Google  is  amazing  at   utilizing  algorithms  and  real  world  behaviors  to  create  tools  that  balance  the  
  • 3.                                                                                                                              Aaron  Abbott—www.BrandLessBox.com   3     marketplace  amongst  competition  in  the  varied  market.  If  you  think  about  it,  Google   has  created  a  business  model  where  they  make  less  money,  in  the  name  of  what  the   consumer  demands.                                          
  • 4.                                                                                                                              Aaron  Abbott—www.BrandLessBox.com   4     References   Danuloff,  C.  (April  27,  2009).  Is  the  hype  of  Google  AdWords  quality  score  justified?     Search  Engine  Land.  Retrieved  on  February  5,  2010  from  http://searche   ngineland.com/is-­‐the-­‐hype-­‐over-­‐google-­‐adwords-­‐quality-­‐score-­‐justified-­‐   18031