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

  • 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
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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
  • 1 Components of Quality Score Three main factors to determining QS #wm123 Courtesy: http://www.youtube.com/watch?v=K7l0a2PVhPQ @bradleywjoe
  • 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
  • 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
  • 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
  • 1 Other Details The nitty gritty #wm123 @bradleywjoe
  • 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
  • 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
  • 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
  • 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
  • 2 Quality Score and Ad Position Ad rank = QS x Bidded CPC Influences inclusion into premium ad space (yellow box) #wm123 @bradleywjoe
  • 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
  • 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
  • 2 Why Quality Score Matters Summary It’s simple: A strong Quality Score means… More Lower Traffic Cost #wm123 @bradleywjoe
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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 Improving Quality Score Do what you should already be doing! Improving QS Landing Relevancy CTR Pages #wm123 @bradleywjoe
  • 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
  • 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
  • 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
  • 4 Improving Quality Score Improve your CTR! Copyright Symbol Incentives Expanded Headline #wm123 @bradleywjoe
  • 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
  • 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 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
  • Thank You! Questions?
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