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SES San Jose 2009
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SES San Jose 2009

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"Ads in a Quality Score World" panel

"Ads in a Quality Score World" panel

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  • 1. Understanding Click Quality
    Not all clicks are created equal :)
  • 2. What is good quality?
    “Quality is never an accident; it is always the result of high intention, sincere effort, intelligent direction and skillful execution; it represents the wise choice of many alternatives.” William A. Foster
    What do you mean by “good”…
  • 3. It’s all relative…
    Good day
    Good morning
    Good dog
    Good call
    Good grief
    Good enough
    Good riddance
    The good, the bad and the ugly
    It’s all good, right?
  • 4. Is what’s good for Google, good for you?
  • 5. It’s simple really…
    Fail!
  • 6. How we think about good quality
  • 7. Your site
  • 8. Click Score
    Increased Probability of Conversion
    Avg CR
    500
    100
    200
    0
    1000
    Low
    Quality
    Invalid
    Good Quality
    Valid Traffic
    Unbillable
    Billable
  • 9. Getting good quality
    Know what “good” means to you
    Leverage all ad provider tools
    Find third party tools that compliment
    Monitor traffic quality metrics and ROAS
    Identify invalid traffic and submit for credit
    Block bad traffic sources (block lists)
    Optimize, optimize and optimize!
  • 10. Tom Cuthbert
    @tomcuthbert
    tom.cuthbert@clickforensics.com
    Click Quality Council
    www.clickqualitycouncil.org