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  • 1. Google Confidential and Proprietary 1Confidential and Proprietary Google Quality Score: What it is and how to improve it Frederick Vallaeys @SiliconVallaeys
  • 2. Google Confidential and Proprietary 2Confidential and Proprietary Frederick Vallaeys Worked at Google from 2002-2012 Columnist Cofounder of Optmyzr
  • 3. Google Confidential and Proprietary 3Confidential and Proprietary What Is Optmyzr Tools to improve ROI from Search Marketing • Automate account management and performance optimization • Access to unique big data insights
  • 4. Google Confidential and Proprietary 4Confidential and Proprietary Our Toolbox • One-Click Optimization™ • A/B Ad Testing • Quality Score Tracker • Geo Performance Report • Report Builder • AdWords Scripts Library
  • 5. Google Confidential and Proprietary 5Confidential and Proprietary Agenda What is Quality Score How is Quality Score Calculated Measuring and Improving Quality Score Q&A
  • 6. Google Confidential and Proprietary 6Confidential and Proprietary Why does Google have quality score? Google Users Advertisers A U G Quality score is Google‟s way of balancing the interests of all parties in the online advertising ecosystem.
  • 7. Google Confidential and Proprietary 7Confidential and Proprietary Quality Score: The Wisdom of the Crowds
  • 8. Google Confidential and Proprietary 8Confidential and Proprietary What does quality score influence? Eligibility Determines whether your ad is eligible to enter the auction for that query Position Determines the relative position of your ad in relation to the other ads on that result rage Extensions Determines if your ad is of high enough quality to show Ad Sitelinks Price A better quality score reduces the price you need to bid to maintain a given position Top Slot Only high quality ads are eligible to appear above the natural search results DKI Only ads with high enough Quality Score can use Dynamic Keyword Insertion
  • 9. Google Confidential and Proprietary 9Confidential and Proprietary The Impact of QS on CPC
  • 10. Google Confidential and Proprietary 10Confidential and Proprietary The Simple Magic of Ad RankingBeforeNow Bids Quality Score Ad Extensions AD RANKING
  • 11. Google Confidential and Proprietary 11Confidential and Proprietary Better QS = More Revenue for Google $ Clicks Click Impressions = x Max CPC CTR CPM
  • 12. Google Confidential and Proprietary 12Confidential and Proprietary Agenda What is Quality Score How is Quality Score Calculated Measuring and Improving Quality Score Q&A
  • 13. Google Confidential and Proprietary 13Confidential and Proprietary There are various flavors of Quality Score – Quality Score for Search (QSS): Determines the relevance of an ad for a search query – Quality Score for Content (QSC): Determines the relevance of an ad on a particular publisher page – Quality Score for Mobile: (QSM): Determines the relevance of an ad for a search on a mobile device
  • 14. Google Confidential and Proprietary 14Confidential and Proprietary What You See Is Not What You Get 1-10 quality score is just an approximation of how Google expects a keyword to perform. Actual scores are unique for each query. Keyword: Blue Widgets Keyword: Blue Widgets Query: Cheap Blue Widgets QS: 7 pCTR: 15% What you see in the account What is used for the auction
  • 15. Google Confidential and Proprietary 15Confidential and Proprietary What contributes to quality score? Clickthrough Rate Relevancy Landing Page Quality Score
  • 16. Google Confidential and Proprietary 16Confidential and Proprietary A Factor of CTR • By far, clickthrough rate is the most important factor contributing to your quality score. Account Creative + URL Keyword Quality Score ~ CTR
  • 17. Google Confidential and Proprietary 17Confidential and Proprietary “Exact Match” Clickthrough Rate The Quality Score number reported in your account is a factor of the CTR when the query EXACTLY matched your keyword Example Below: If your keyword is broad match „blue widgets‟ … Query Impacts Quality Score Number You See? Impacts Real-Time Quality Score? Blue widgets Yes Yes – for „blue widgets‟ Buy blue widgets No Yes – for „buy blue widgets‟ Blue widgets for free No Yes – for „blue widgets for free‟ Takeaway: Quality Score is the same regardless of the match type you use. Use match types to better target your ads.
  • 18. Google Confidential and Proprietary 18Confidential and Proprietary Relevancy Google uses relevancy signals unique to the specific query to help inform quality predictions
  • 19. Google Confidential and Proprietary 19Confidential and Proprietary An Example of Relevancy Indonesia island java java cup coffee program C++ java
  • 20. Google Confidential and Proprietary 20Confidential and Proprietary Landing Page Landing page is a small part of quality score.
  • 21. Google Confidential and Proprietary 21Confidential and Proprietary Ad Extensions • Ad extensions typically improve clickthrough rate and overall campaign performance because they make ads more useful.
  • 22. Google Confidential and Proprietary 22Confidential and Proprietary Agenda What is Quality Score How is Quality Score Calculated Measuring and Improving Quality Score Q&A
  • 23. Google Confidential and Proprietary 23Confidential and Proprietary See Your Quality Score
  • 24. Google Confidential and Proprietary 24Confidential and Proprietary See Your Quality Score 1-10 quality score is just an approximation of how Google expects a keyword to perform. Actual scores are unique for each query.
  • 25. Google Confidential and Proprietary 25Confidential and Proprietary See the Components of QS
  • 26. Google Confidential and Proprietary 26Confidential and Proprietary Account QS Calculation Formula 1. Download Keyword Report (get only data for Google SERP on Desktops) 2. Multiply Impressions by QS for every keyword 3. Total all the results from step 2 4. Divide the result from step 3 by the total impressions for the report
  • 27. Google Confidential and Proprietary 27Confidential and Proprietary Tracking Historical QS The Problem • Quality Score is an attribute and not a metric. • This means that the QS you see in your account is the QS at this moment in time. • You cannot see what your QS was in the past so you can‟t easily see if you‟re getting better or worse. Solutions • Download keyword reports daily • Use an AdWords Script • Use a tool
  • 28. Google Confidential and Proprietary 28Confidential and Proprietary Optimization Tips • Create tightly themed ad groups • Use multiple ad texts in each ad group • Use all ad extensions that make sense • Make a compelling call to action in ad texts • Fix keywords with lots of impressions and low CTR • Fix keywords with very few impression and low CTR • Set bids based on your business goals • Use Search Query Reports to discover what users look for
  • 29. Google Confidential and Proprietary 29Confidential and Proprietary The Ideal Ad Group Keywords Ads • 5-30 closely related keywords • Not using different match types for same keyword • At least 2 ad texts • Use the keyword in the ad text (DKI is OK) • Delivers information, not gimmicks
  • 30. Google Confidential and Proprietary 30Confidential and Proprietary Best Practices Be Patient • Accrue at least 100 impressions to let QS settle – Bid enough to be in top positions at the start Respond to bad QS • Optimize or delete poor QS keywords Experiment • Make changes you think will increase relevance, you can always revert back and still get your old QS • Use broad match to discover new query variations – Add good variations to their own ad groups – Add poor variations as negative keywords
  • 31. Google Confidential and Proprietary 31Confidential and Proprietary Coming to terms with your quality score Even if you‟ve done everything right, you might not have a perfect quality score.
  • 32. Google Confidential and Proprietary 32Confidential and Proprietary Q&A
  • 33. Google Confidential and Proprietary 33Confidential and Proprietary Let‟s Stay in Touch! Try our Quality Score Tracker – – Try our One-Click Optimizations™ too! Frederick Vallaeys – – @SiliconVallaeys – @Optmyzr
  • 34. Google Confidential and Proprietary 34Confidential and Proprietary Thank You