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SES San Jose 2009
 

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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    SES San Jose 2009 SES San Jose 2009 Presentation Transcript

    • Understanding Click Quality
      Not all clicks are created equal :)
    • 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”…
    • 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?
    • Is what’s good for Google, good for you?
    • It’s simple really…
      Fail!
    • How we think about good quality
    • Your site
    • Click Score
      Increased Probability of Conversion
      Avg CR
      500
      100
      200
      0
      1000
      Low
      Quality
      Invalid
      Good Quality
      Valid Traffic
      Unbillable
      Billable
    • 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!
    • Tom Cuthbert
      @tomcuthbert
      tom.cuthbert@clickforensics.com
      Click Quality Council
      www.clickqualitycouncil.org