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Webmarketing123: Everything You Need to Know About PPC Quality Score-08-24-2011
Webmarketing123: Everything You Need to Know About PPC Quality Score-08-24-2011
Webmarketing123: Everything You Need to Know About PPC Quality Score-08-24-2011
Webmarketing123: Everything You Need to Know About PPC Quality Score-08-24-2011
Webmarketing123: Everything You Need to Know About PPC Quality Score-08-24-2011
Webmarketing123: Everything You Need to Know About PPC Quality Score-08-24-2011
Webmarketing123: Everything You Need to Know About PPC Quality Score-08-24-2011
Webmarketing123: Everything You Need to Know About PPC Quality Score-08-24-2011
Webmarketing123: Everything You Need to Know About PPC Quality Score-08-24-2011
Webmarketing123: Everything You Need to Know About PPC Quality Score-08-24-2011
Webmarketing123: Everything You Need to Know About PPC Quality Score-08-24-2011
Webmarketing123: Everything You Need to Know About PPC Quality Score-08-24-2011
Webmarketing123: Everything You Need to Know About PPC Quality Score-08-24-2011
Webmarketing123: Everything You Need to Know About PPC Quality Score-08-24-2011
Webmarketing123: Everything You Need to Know About PPC Quality Score-08-24-2011
Webmarketing123: Everything You Need to Know About PPC Quality Score-08-24-2011
Webmarketing123: Everything You Need to Know About PPC Quality Score-08-24-2011
Webmarketing123: Everything You Need to Know About PPC Quality Score-08-24-2011
Webmarketing123: Everything You Need to Know About PPC Quality Score-08-24-2011
Webmarketing123: Everything You Need to Know About PPC Quality Score-08-24-2011
Webmarketing123: Everything You Need to Know About PPC Quality Score-08-24-2011
Webmarketing123: Everything You Need to Know About PPC Quality Score-08-24-2011
Webmarketing123: Everything You Need to Know About PPC Quality Score-08-24-2011
Webmarketing123: Everything You Need to Know About PPC Quality Score-08-24-2011
Webmarketing123: Everything You Need to Know About PPC Quality Score-08-24-2011
Webmarketing123: Everything You Need to Know About PPC Quality Score-08-24-2011
Webmarketing123: Everything You Need to Know About PPC Quality Score-08-24-2011
Webmarketing123: Everything You Need to Know About PPC Quality Score-08-24-2011
Webmarketing123: Everything You Need to Know About PPC Quality Score-08-24-2011
Webmarketing123: Everything You Need to Know About PPC Quality Score-08-24-2011
Webmarketing123: Everything You Need to Know About PPC Quality Score-08-24-2011
Webmarketing123: Everything You Need to Know About PPC Quality Score-08-24-2011
Webmarketing123: Everything You Need to Know About PPC Quality Score-08-24-2011
Webmarketing123: Everything You Need to Know About PPC Quality Score-08-24-2011
Webmarketing123: Everything You Need to Know About PPC Quality Score-08-24-2011
Webmarketing123: Everything You Need to Know About PPC Quality Score-08-24-2011
Webmarketing123: Everything You Need to Know About PPC Quality Score-08-24-2011
Webmarketing123: Everything You Need to Know About PPC Quality Score-08-24-2011
Webmarketing123: Everything You Need to Know About PPC Quality Score-08-24-2011
Webmarketing123: Everything You Need to Know About PPC Quality Score-08-24-2011
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Webmarketing123: Everything You Need to Know About PPC Quality Score-08-24-2011

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  1. Everything You Need to Know About Quality ScoreMaster this simple, yet powerful, metric to get the most out of Google AdWordsDial: +1 (484) 589-1011Access Code: 350-764-177 @webmarketing123 @bradleywjoe #wm123
  2. Housekeeping Items Are the slides available?  Yes! Please email ppc@webmarketing123.com We want to hear from you!  @webmarketing123  #wm123  facebook.com/webmarketing123 Want to learn more?  Contact us for a free site analysis. Details at end of webinar. #wm123 @bradleywjoe
  3. Webinar Agenda Definition of Quality Score1 An introduction to Quality Score (QS) How Quality Score Impacts Your Campaign2 The importance of paying attention to QS Quality Score Misconceptions3 Avoid these fallacies for maximum PPC performance Optimizations Tips4 Best practices for continual Quality Score improvement Key Takeaways5 Recap of Quality Score #wm123 @bradleywjoe
  4. Webinar Agenda Definition of Quality Score1 An introduction to Quality Score (QS) How Quality Score Impacts Your Campaign2 The importance of paying attention to QS Quality Score Misconceptions3 Avoid these fallacies for maximum PPC performance Optimizations Tips4 Best practices for continual Quality Score improvement Key Takeaways5 Recap of Quality Score #wm123 @bradleywjoe
  5. 1 Quality Score: The Basics A crucial element of a successful account What It Is: A measure of relevancy that Google assigns to each keyword #wm123 @bradleywjoe
  6. 1 Why We Need Quality Score Helps to reconcile the interests of users, advertisers, and Google Want to see relevant ads – not spam Users Advertisers Google #wm123 @bradleywjoe
  7. 1 Why We Need Quality Score Helps to reconcile the interests of users, advertisers, and Google UsersWant to showrelevant ads so Advertisers Googleusers click on themand visit their site #wm123 @bradleywjoe
  8. 1 Why We Need Quality Score Helps to reconcile the interests of users, advertisers, and Google Users Provide good experience for both Advertisers Google advertisers and users so both parties continue to use service moving forward #wm123 @bradleywjoe
  9. 1 Components of Quality Score Three main factors to determining QS #wm123 Courtesy: http://www.youtube.com/watch?v=K7l0a2PVhPQ @bradleywjoe
  10. 1 Components of Quality Score: Click-Through Rate By allowing users to vote with their clicks, there are millions of people who help decide which ads are best for each search query Helps to incorporate user feedback into ad serving #wm123 Courtesy: http://www.youtube.com/watch?v=K7l0a2PVhPQ @bradleywjoe
  11. 1 Components of Quality Score: Relevancy Takes into account the relevancy of the keywords to 1) the ads, 2) the user‟s search query, 3) and landing pageUsed toensure thatonly useful adsare displayedto users #wm123 Courtesy: http://www.youtube.com/watch?v=K7l0a2PVhPQ @bradleywjoe
  12. 1 Components of Quality Score: Landing Page Quality Connects initial keyword search with a relevant product or offeringIncludes quality ofyour LP,geographicfactors, etc. #wm123 Courtesy: http://www.youtube.com/watch?v=K7l0a2PVhPQ @bradleywjoe
  13. 1 Other Details The nitty gritty #wm123 @bradleywjoe
  14. 1 Other Details The nitty gritty• Google keeps track of history, but recent data isfavored• There is both keyword, group, and account levelQS• There is separate QS for Google.com and theGoogle Search Network• QS is dynamic and is calculated in real time #wm123 @bradleywjoe
  15. Webinar Agenda Definition of Quality Score1 An introduction to Quality Score (QS) How Quality Score Impacts Your Campaign2 The importance of paying attention to QS Quality Score Misconceptions3 Avoid these fallacies for maximum PPC performance Optimizations Tips4 Best practices for continual Quality Score improvement Key Takeaways5 Recap of Quality Score #wm123 @bradleywjoe
  16. 2 Why Quality Score Matters Large impact on overall performance of account Quality Score (QS) affects four main elements: Ad Eligibility Ad Position First Page Bid Actual CPC #wm123 @bradleywjoe
  17. 2 Quality Score and Ad Eligibility QS affects an advertiser‟s ability to show ads to users • Impacts whether your ad qualifies to enter the ad auction • A QS between 1-2 can prevent your ad from appearing #wm123 @bradleywjoe
  18. 2 Quality Score and Ad Position Ad rank = QS x Bidded CPC Influences inclusion into premium ad space (yellow box) #wm123 @bradleywjoe
  19. 2 Quality Score and Ad Position Ad rank = QS x Bidded CPC Influences whether ad extensions will trigger (site links, call extensions, etc.) #wm123 @bradleywjoe
  20. 2 Quality Score and Cost Affects bid estimates and CPC • Impacts first page bid estimate • QS had a direct impact on the CPC you pay • Higher QS = lower CPC #wm123 @bradleywjoe
  21. 2 Why Quality Score Matters Summary It’s simple: A strong Quality Score means… More Lower Traffic Cost #wm123 @bradleywjoe
  22. Webinar Agenda Definition of Quality Score1 An introduction to Quality Score (QS) How Quality Score Impacts Your Campaign2 The importance of paying attention to QS Quality Score Misconceptions3 Avoid these fallacies for maximum PPC performance Optimizations Tips4 Best practices for continual Quality Score improvement Key Takeaways5 Recap of Quality Score #wm123 @bradleywjoe
  23. 3 Misconceptions: Visible vs. Internal QS Differences between types of QSHow It’s Used• Visible QS is an integer between 1-10displayed in AdWords • 6-7 is about the average• “Internal” QS is what is actually used byGoogle – there‟s little public info about thisHow It’s Calculated• Visible QS is only calculated from querieswhich precisely match the keyword • QS is calculated for other queries, but is not displayed #wm123 @bradleywjoe
  24. 3 Misconceptions: Landing Page Factors A small component of QS, much misleading information in the public realm about this Bottom line: Write relevant, useful, original content that makes it clear what your offer or product is about #wm123 @bradleywjoe
  25. 3 Misconceptions: QS is the “Be All, End All” Metric QS should not be the only metric driving decisions within your paid search campaign • For example, you might pause or delete all keywords with low QS • However, these may actually generate strong lead flow/revenues for your business! • Or your strategy may be to prequalify in ad copy • This could reduce CTR and actually lower your QS • Do not throw out the baby with the bathwater #wm123 @bradleywjoe
  26. 3 Misconceptions: QS is the “Be All, End All” Metric QS should not be the only metric driving decisions within your paid search campaign • For example, you might pause or delete all keywords with low QS • However, these may actually generate strong lead flow/revenues for your business! • Or your strategy may be to prequalify in ad copy • This could reduce CTR and actually lower your QS • Do not throw out the baby with the bathwater #wm123 @bradleywjoe
  27. 3 Misconceptions: Boosting Rank Will Improve QS Average position is not a factor in calculating QS Fact #1: Forcing a high rank will provide a high CTR… but will not improve QS #wm123 @bradleywjoe
  28. 3 Misconceptions: Boosting Rank Will Improve QS Average position is not a factor in calculating QS Fact #2: Google normalizes CTR and QS calculations by rank #wm123 @bradleywjoe
  29. 3 Misconceptions: Boosting Rank Will Improve QS Average position is not a factor in calculating QS •Fact #3: You are compared against other advertisers on a level playing field #wm123 @bradleywjoe
  30. Webinar Agenda Definition of Quality Score1 An introduction to Quality Score (QS) How Quality Score Impacts Your Campaign2 The importance of paying attention to QS Quality Score Misconceptions3 Avoid these fallacies for maximum PPC performance Optimizations Tips4 Best practices for continual Quality Score improvement Key Takeaways5 Recap of Quality Score #wm123 @bradleywjoe
  31. 4 Improving Quality Score Do what you should already be doing! Improving QS Landing Relevancy CTR Pages #wm123 @bradleywjoe
  32. 4 Improving QS: Structural Factors Restructure your adgroups to focus on central themes Ad Groups: Create smaller ad groups so all New AG keywords share a central theme Original AG New AG Why?: This will improve both relevancy and CTR; also helps facilitate ad testing New AG “Special” Keywords: Consider separating „special‟ keywords from the rest, eg.: • High click or conversion volume • Very low QS Re-evaluate: keywords with very low QS (1-4) 1 to 4 #wm123 @bradleywjoe
  33. 4 Improving QS: Ad Factors Continually optimize and test your ad copy • Ensure that ad copy is relevant to keywords and user query • Improving relevancy will naturally boost CTR Keyword Search Ad copy #wm123 @bradleywjoe
  34. 4 Improving QS: Ad Factors Continually optimize and test your ad copy • Setup systematic ad testing to improve CTR • Keep track of elements being tested • Maintain a schedule to check in on results • Start with high volume ad groups or trouble areas • Consider pausing ads with CTR 50% lower than average #wm123 @bradleywjoe
  35. 4 Improving Quality Score Improve your CTR! Copyright Symbol Incentives Expanded Headline #wm123 @bradleywjoe
  36. 4 Improving QS: Landing Page Factors Meet recommended landing page requirements• Page load time• Build relevancy withkeyword within the on-page content• Have simple navigation• If you capture PII,provide a link to yourPrivacy Policy and Opt-Out #wm123 @bradleywjoe
  37. Webinar Agenda Definition of Quality Score1 An introduction to Quality Score (QS) How Quality Score Impacts Your Campaign2 The importance of paying attention to QS Quality Score Misconceptions3 Avoid these fallacies for maximum PPC performance Optimizations Tips4 Best practices for continual Quality Score improvement Key Takeaways5 Recap of Quality Score #wm123 @bradleywjoe
  38. 5 Key Takeaways• Quality Score determines ad position and CPC• CTR is the single largest component of QS• Optimizing for QS encourages you to take beneficial actions• Remember, QS is an important metric… … but not your ultimate measure of success! #wm123 @bradleywjoe
  39. Thank You! Questions?
  40. Register for a Customized PPC Analysis Today! PPC Ad Audit:  Boost CTR & Quality Score: Are your ads as competitive as they could be? We use proven techniques to increase the effectiveness of your ads.  Speak to the Right Audience: You might be attracting the wrong audience and wasting budget. Pre-qualify your audience and only spend money on qualified visitors.  Google Ad-Extensions: Sitelinks, Extended Headlines, and more. Properly use Google‟s new ad formats and increase your CTR by as much as 30%! PPC Campaign Tune-Up:  Opportunity Analysis: You could be capturing additional revenue with just a few clicks of the mouse. Our analysis reveals the hidden gems of opportunity that exist within your campaigns.  Increase Your ROI: Nearly every PPC account has wasted ad spend. Our recommendations eliminate waste immediately and focus your marketing dollars where it counts.  Improve Campaign Structure: You can only go as far as your foundation. Are your campaigns optimized to increase relevance, clarity, and effectiveness? Type Your Interest into the Q&A Now OR Contact Us: PPCAnalysis@webmarketing123.com #wm123 @bradleywjoe

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