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?

Google -1.3%

Yahoo -8.7%

Live -7.3%

NO!

Did the Ads Increase Conversion Rate?

Google +17.9%

Yahoo +32.1%

Live +11.7%

YES Yes!

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: