SES San Jose Ads Quality Score

Ads in a Quality Score World

Google Quality Score
Keyword Quality Score (Determines Minimum Bid)
CTR
AdsBot (Relevance of Ad Text & Landing Page)
SERP Quality Score (Determines Rank)
KWQS
Maximum Bid
Performance History in Relation to Specific Query
Content Quality Score
Performance History in Relation to Site
Landing Page Relevance

IGNORE THE SCORE!

Relevance
Main Entry: rel·e·vance
Pronunciation: 're-l&-v&n(t)s
Function: noun
the ability (as of an information retrieval
system) to retrieve material that satisfies
the needs of the user
http://www.m-w.com/dictionary/relevance

Google Yahoo Live Ask the needs of the user

User Goals>>
Primary Goal (Generic Query)
Expressed “bikini”
Secondary Goal (Specific Query or not expressed)
Repressed “black”
Latent Goal (Make or Break Flow)
Emergent “brazilian tie side bottoms”

Paid Search: Built to Deliver Relevance
Segmentation
Channels
Campaigns
AdGroups (Orders)
Keywords
Targeting
Ad Copy
Geo
SERP/Content
Relevance Delivered
Landing Page
BT

Ads (the meat of the relevance sandwich)

Intention Enticement Goal Fulfillment

Where’s the Beef? The Meat of Relevance
Ad Delivery
Segmentation
AdGroups
Targeting
Match Type
Ad Creativity
First Impression
Generate Interest
Set Expectation
Persuasion

Ad Delivery

Importance of AdGroups Root & Stem Relevance Retirement AdGroup: kw1 - retirement savings kw2 - retirement account kw3 - retirement information kw4 - retirement planning

Importance of AdGroups Root & Stem Relevance Retirement AdGroup: kw1 - retirement savings kw2 - retirement account kw3 - retirement information kw4 - retirement planning } } Decision Stage Consideration Stage

Importance of Match Type
Reinforcing Query on Landing Page
Exact +2.63% Conversion Rate Broad +4.36% Conversion Rate Phrase +15.16% Conversion Rate

Test Ads by Match Type!

Ad Creativity

Speak to the Needs of Users! Ad Creative Much better than Natural Listing
30 Branded Keywords
Navigational Queries
Ads 1 week on, 1 week off
No Promotions
No Seasonality
One Ad
Landing on the Homepage

Did Ads Drive Traffic?

Did Ads Drive Traffic?
Google -1.3%
Yahoo -8.7%
Live -7.3%
NO!

Did the Ads Increase Conversion Rate?

Did the Ads Increase Conversion Rate?
Google +17.9%
Yahoo +32.1%
Live +11.7%
YES Yes!

Did the Ads Increase RPV?

Did the Ads Increase RPV?
Google +15.4%
Yahoo +47.0%
Live +27.5%
Yes!

Landing Page Relevance or Optimized Irrelevance Please God-ogle, get me where I need to go!

Who & What Determines Relevance? Recipe A-C Title: “{keyword}” Ad Impressions Conversion Rate Recipe A 265,909 5.72% Recipe B 265,045 5.09% Recipe C 264,784 5.49%

Who & What Determines Relevance? Recipe D-F Title: “Find {keyword}” Ad Impressions Conversion Rate Recipe D 47,093 8.59% Recipe E 47,289 5.24% Recipe F 47,066 7.76%

Who & What Determines Relevance? Recipe G-I Title: “The Wait is Over” Recipe Impressions Conversion Rate Recipe G 46,518 9.84% Recipe H 46,795 8.11% Recipe I 46,579 11.76%

Creative Persuades

Impression Interest Expectation Persuasion Creative Persuades

IGNORE THE SCORE!

Jonathan Mendez, Chief Strategy Officer My Blog:
optimizeandprophesize.com

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SES San Jose Ads Quality Score

by Jonathan Mendez on Aug 26, 2007

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