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Google Quality Score Workshop:
Don’t Set It & Forget It
How to Raise Your
Google Quality Score
and Increase the Impact
of ...
Why Does Quality Score Matter?
Higher Scores Win Higher Rankings
•Quality Score is Google’s ad relevancy metric
•High Qual...
What Makes a Quality Score?
5 of 7 Factors You Can Influence
Click Through Rate (CTR)
Ad Copy Relevancy
Keyword Relevancy
...
What Makes a Quality Score?
Factor 1: Click Through Rate (CTR)
•Most weighted by Google as a user-influenced attribute
•Th...
What Makes a Quality Score?
Factor 2: Ad Copy Relevancy
•Closely related, relevant ad copy improves Quality Score
•Using a...
What Makes a Quality Score?
Factor 3: Keyword Relevancy
•Generated by good campaign structure
•When keywords are closely r...
What Makes a Quality Score?
Factor 4: Landing Page Relevancy
•Clean, crisp look & feel = higher score
•Relevant copy = hig...
What Makes a Quality Score?
Factor 5: Historical Performance
•How long your keywords perform improves score
•How well your...
How Can You Raise Your Quality Score?
3 Powerful Ways to Influence Quality Score
Improve CTR
Improve Landing Pages
Build Q...
How Can You Raise Your Quality Score?
Improve CTR
•Keyword Negatives
•Match Type Breakout
•Sitelinks and Other Extensions
...
How Can You Raise Your Quality Score?
Improve Landing Pages
•Google crawls landing pages to assess relevance to keywords
•...
How Can You Raise Your Quality Score?
Build Quality History
•Structure campaigns the right way, every time
•Manage campaig...
Summing Up
1.Paid Search is not “Set it & forget it” media
2.Any Paid Search campaign requires regular attention to succee...
Thank You!
Resources:
Raise Quality Score article on The Social Media Monthly
http://bit.ly/1Pwm5PE
See Quality Score post...
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Google Quality Score Workshop: How to Raise Your Quality Score and Increase the Impact of Your Paid Search Ad Campaigns

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In this Google Quality Score workshop, learn how to raise your Quality Score so that you can pay less for higher ad positions. Topics include improving your click through rate, ensuring the relevancy of your ad copy, keywords and landing pages and building quality history.

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Google Quality Score Workshop: How to Raise Your Quality Score and Increase the Impact of Your Paid Search Ad Campaigns

  1. 1. Google Quality Score Workshop: Don’t Set It & Forget It How to Raise Your Google Quality Score and Increase the Impact of Your Paid Search Ad Campaigns Presented by KeywordFirst & hosted by The Social Media Monthly June 23, 2015
  2. 2. Why Does Quality Score Matter? Higher Scores Win Higher Rankings •Quality Score is Google’s ad relevancy metric •High Quality Score: Google deems your ad highly relevant to searchers •Higher your ad scores, higher your ad ranks in search auctions •Higher your ad ranks, more likely clicks convert to sales
  3. 3. What Makes a Quality Score? 5 of 7 Factors You Can Influence Click Through Rate (CTR) Ad Copy Relevancy Keyword Relevancy Landing Page Relevancy Historical Performance
  4. 4. What Makes a Quality Score? Factor 1: Click Through Rate (CTR) •Most weighted by Google as a user-influenced attribute •Theory: High CTR = positive user experience, so high CTR deserves high score
  5. 5. What Makes a Quality Score? Factor 2: Ad Copy Relevancy •Closely related, relevant ad copy improves Quality Score •Using actual keyword within ad copy improves Quality Score
  6. 6. What Makes a Quality Score? Factor 3: Keyword Relevancy •Generated by good campaign structure •When keywords are closely related, scores improve
  7. 7. What Makes a Quality Score? Factor 4: Landing Page Relevancy •Clean, crisp look & feel = higher score •Relevant copy = higher score
  8. 8. What Makes a Quality Score? Factor 5: Historical Performance •How long your keywords perform improves score •How well your keywords perform over time improves score
  9. 9. How Can You Raise Your Quality Score? 3 Powerful Ways to Influence Quality Score Improve CTR Improve Landing Pages Build Quality History
  10. 10. How Can You Raise Your Quality Score? Improve CTR •Keyword Negatives •Match Type Breakout •Sitelinks and Other Extensions •Targeting
  11. 11. How Can You Raise Your Quality Score? Improve Landing Pages •Google crawls landing pages to assess relevance to keywords •Choose most relevant landing page for ads at granular level •Adjust landing page content on a regular basis •Create specific landing pages aligned with keywords
  12. 12. How Can You Raise Your Quality Score? Build Quality History •Structure campaigns the right way, every time •Manage campaigns on a regular basis •If you can’t operate a campaign with the necessary discipline, consider holding the launch until you can
  13. 13. Summing Up 1.Paid Search is not “Set it & forget it” media 2.Any Paid Search campaign requires regular attention to succeed 3.Raising Google Quality Score is one path to successful Paid Search 4.There are 5 of 7 factors in Quality Score you can influence: o Click Through Rate (CTR) o Ad Copy Relevancy o Keyword Relevancy o Landing Page Relevancy o Historical Performance 5.There are 3 powerful ways to influence Quality Score: o Improve CTR o Improve Landing Pages o Build Quality History
  14. 14. Thank You! Resources: Raise Quality Score article on The Social Media Monthly http://bit.ly/1Pwm5PE See Quality Score posts on our FirstWord blog http://keywordfirst.com/blog/ Contact: Kurt Anagnostopoulos http://keywordfirst.com/about-us/our-team/ Co-Founder, KeywordFirst Kurt@KeywordFirst.com

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