Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Ws live chicago: Quality over Quality Score

67 views

Published on

Data and action items on using quality score as a health indicator, rather than a KPI.

Published in: Marketing
  • Be the first to comment

  • Be the first to like this

Ws live chicago: Quality over Quality Score

  1. 1. Quality vs Quality Score Strategies that Achieve Real World Profit
  2. 2. | 2@navahf @wordstream e: nhopkins@wordstream.com Agenda • Why Do We Panic? • Using Quality Score as a Health Indicator • What Does Chasing Quality Look Like? • Case Studies • Worked in digital marketing since 2008 • Work with agencies and advertisers across WordStream’s international customer base. • I’m a proud pet mom and just adopted dog named HK About Me: #PPCPuppy
  3. 3. #wordstreamlive Why Do We Panic?
  4. 4. | @navahf @wordstream e: nhopkins@wordstream.com #wordstreamlive 4 How many of you have heard of the goldfish study?
  5. 5. | @navahf @wordstream e: nhopkins@wordstream.com #wordstreamlive 5 So this was actually disproved
  6. 6. | @navahf @wordstream e: nhopkins@wordstream.com #wordstreamlive 6 We are capable of great focus, but only if we care
  7. 7. | @navahf @wordstream e: nhopkins@wordstream.com #wordstreamlive 7 How many of you read the Acquisio study that told us to strive for 7 quality scores?
  8. 8. | @navahf @wordstream e: nhopkins@wordstream.com #wordstreamlive 8 63,000 US Accounts in Q3 2018 Average QS in US is 5.6 • QS 1 = 8% • QS 2 = 6% • Q3 = 12% • Q4 = 10% • Q5 = 13% • Q6 = 12% • Q7 = 13% • Q8 = 11% • Q9 = 7% • Q10 = 8%
  9. 9. | @navahf @wordstream e: nhopkins@wordstream.com #wordstreamlive 9 12.3% of WordStream Customers consider Quality Score to be their most important metric.
  10. 10. | @navahf @wordstream e: nhopkins@wordstream.com #wordstreamlive 10 We want to be exceptional!
  11. 11. | @navahf @wordstream e: nhopkins@wordstream.com #wordstreamlive 11 We want discounts on clicks!
  12. 12. | @navahf @wordstream e: nhopkins@wordstream.com #wordstreamlive 12 We want good impression share!
  13. 13. | @navahf @wordstream e: nhopkins@wordstream.com #wordstreamlive 13 It Won’t Surprise Anyone To See This Chart of Average CTR by QS 63000 US accounts in Q2 2018
  14. 14. | @navahf @wordstream e: nhopkins@wordstream.com #wordstreamlive 14 Or this one on Average CPC 63000 US accounts in Q2 2018
  15. 15. | @navahf @wordstream e: nhopkins@wordstream.com #wordstreamlive 15 But What Happens When We Remove Branded Campaigns and Ad Groups 63000 US accounts in Q2 2018
  16. 16. | @navahf @wordstream e: nhopkins@wordstream.com #wordstreamlive 16 A similar impact is felt in CPC 63000 US accounts in Q2 2018
  17. 17. | @navahf @wordstream e: nhopkins@wordstream.com #wordstreamlive 17 • Quality score of 6 beat 7 with cheaper clicks and higher CTR • Quality score of 9 beat 10 with higher CTR (flat CPC) • Quality Score of 1 had cheaper CPC than QS 2-7 Filtering out Branded:
  18. 18. | @navahf @wordstream e: nhopkins@wordstream.com #wordstreamlive 18 Impression Share with and without branded 63000 US accounts in Q2 2018
  19. 19. | @navahf @wordstream e: nhopkins@wordstream.com #wordstreamlive 19 Conversions with and without branded 63000 US accounts in Q2 2018
  20. 20. | @navahf @wordstream e: nhopkins@wordstream.com #wordstreamlive 20 • Quality score of 2 beat 3 and 5 on impression share • The gap in conversions between 8-10 vanishes when you remove branded • Quality Score of 6 beat out 7 on conversions Filtering out Branded:
  21. 21. | @navahf @wordstream e: nhopkins@wordstream.com #wordstreamlive 21 • Higher click through rate (CTR) and auction prices tend to be lower. • Perfect keyword to ad, to landing page relevancy. • Home pages tend to get the lion share of development and design (experience) Why do Branded campaigns have such a strong impact on quality score?
  22. 22. | @navahf @wordstream e: nhopkins@wordstream.com #wordstreamlive 22 Just because you have a good quality score, doesn’t mean your leads are converting.
  23. 23. | @navahf @wordstream e: nhopkins@wordstream.com #wordstreamlive 23 Certain strategic objectives are predisposed to lower quality scores.
  24. 24. | @navahf @wordstream e: nhopkins@wordstream.com #wordstreamlive 24 Many Advertisers Fall Into the Trap of Conflating High Scores With Quality.
  25. 25. | @navahf @wordstream e: nhopkins@wordstream.com #wordstreamlive 25 Same Quality Score – drastically different results
  26. 26. | @navahf @wordstream e: nhopkins@wordstream.com #wordstreamlive 26 Quality Score is a health indicator, not a KPI!
  27. 27. #wordstreamlive Using Quality Score as a Health Indicator
  28. 28. | @navahf @wordstream e: nhopkins@wordstream.com #wordstreamlive 28 Let’s break down Quality score into its base elements
  29. 29. | @navahf @wordstream e: nhopkins@wordstream.com #wordstreamlive 29 If we “solved” for those elements we would have a healthy account.
  30. 30. | @navahf @wordstream e: nhopkins@wordstream.com #wordstreamlive 30 CTR Suffers If We Don’t Rank In The Top 4
  31. 31. | @navahf @wordstream e: nhopkins@wordstream.com #wordstreamlive 31 Historical CTR Can Suffer if There Isn’t Enough Volume – Some Industries Will Always Struggle Here
  32. 32. | @navahf @wordstream e: nhopkins@wordstream.com #wordstreamlive 32 Boring Ads Kill CTR
  33. 33. | @navahf @wordstream e: nhopkins@wordstream.com #wordstreamlive 33 Expanded Text Ads Mean Your Copy Is Due For A Revisit! Description text would have made great headlines!
  34. 34. | @navahf @wordstream e: nhopkins@wordstream.com #wordstreamlive 34 It’s Hard To Build Relevancy If Campaign Structure is Flawed
  35. 35. | @navahf @wordstream e: nhopkins@wordstream.com #wordstreamlive 35 Sort By Impressions to See Where Ad Networks are Trying to Put Your Money 60% of impressions Budget will only go to “winners” instead of everything
  36. 36. | @navahf @wordstream e: nhopkins@wordstream.com #wordstreamlive 36 Serving For Auctions Your Ads Can’t Win On Will Hurt Relevancy. Audit Broad Keywords!
  37. 37. | @navahf @wordstream e: nhopkins@wordstream.com #wordstreamlive 37 Broad Keywords Can Drag Your Budget into Unintended Auctions 162% More Than Average
  38. 38. | @navahf @wordstream e: nhopkins@wordstream.com #wordstreamlive 38 We need to ask ourselves: is this keyword/ad group failing me, or am I failing it by not honoring its needs
  39. 39. | @navahf @wordstream e: nhopkins@wordstream.com #wordstreamlive 39 If landing pages don’t deliver on your ad’s promise, you lose relevancy.
  40. 40. | @navahf @wordstream e: nhopkins@wordstream.com #wordstreamlive 40 Don’t put prospects/customers to sleep waiting for your site to load!
  41. 41. | @navahf @wordstream e: nhopkins@wordstream.com #wordstreamlive 41 • Gtmetrix • WebPageTest • Google Page Speed Insights Here are some of my favorite tools:
  42. 42. | @navahf @wordstream e: nhopkins@wordstream.com #wordstreamlive 42 Users shouldn’t have to hunt through a text-wall to contact you.
  43. 43. | @navahf @wordstream e: nhopkins@wordstream.com #wordstreamlive 43 We live in a mobile first world – don’t build bad mobile experiences Wall of Text Unclickable Number Tiny Menu
  44. 44. #wordstreamlive What Does Chasing Quality Look Like?
  45. 45. | @navahf @wordstream e: nhopkins@wordstream.com #wordstreamlive 45 40.5% WordStream Customers consider CPA to be their most important metric
  46. 46. | @navahf @wordstream e: nhopkins@wordstream.com #wordstreamlive 46 • Too many targets • Too wide a range in auction price • Too many objectives Budgets Underperform When:
  47. 47. | @navahf @wordstream e: nhopkins@wordstream.com #wordstreamlive 47 Most Advertisers Struggle to Achieve 50%+ of Available Impressions Based on 2973 accounts with at least $.01 in search spend Average impression share is 47%
  48. 48. | @navahf @wordstream e: nhopkins@wordstream.com #wordstreamlive 48 3% cheaper & perfect conversion rate! What Auctions Will Give You a Positive ROAS
  49. 49. | @navahf @wordstream e: nhopkins@wordstream.com #wordstreamlive 49 Are There Parts of Your Business That Shouldn’t Get Access To Budget
  50. 50. | @navahf @wordstream e: nhopkins@wordstream.com #wordstreamlive 50 Any Redundancies to Clean Up? Catching all “logo design” keywords on mod broad
  51. 51. | @navahf @wordstream e: nhopkins@wordstream.com #wordstreamlive 51 CTR and Conversion Rates Tell You If Your Message is Landing
  52. 52. | @navahf @wordstream e: nhopkins@wordstream.com #wordstreamlive 52 All of This is Meaningless if Your Audiences Aren’t Aligned With Your Value Proposition
  53. 53. #wordstreamlive Case Study: Koru K9
  54. 54. | @navahf @wordstream e: nhopkins@wordstream.com #wordstreamlive 54 • Balanced in-home dog training • Board and train programs • Group classes for specializing dogs (police, service, etc) Koru K9 provides:
  55. 55. | @navahf @wordstream e: nhopkins@wordstream.com #wordstreamlive 55 Feb 2018 • CPA: $25.13 • Search Conversion Rate: 11.62% • Search CTR: 4.68% • Average QS: 6.96 May 2018 • CPA: $45.02 • Search Conversion Rate: 5.78% • Search CTR: 5.51% • Average QS: 6.89 Which month was my client happier with me?
  56. 56. | @navahf @wordstream e: nhopkins@wordstream.com #wordstreamlive 56 February Metrics
  57. 57. | @navahf @wordstream e: nhopkins@wordstream.com #wordstreamlive 57 • 79 in-home engagements: $2,521 average customer value = $199,159 gross revenue • 13 Board and Train: $4,037 average = $52,487.5 gross revenue ($251,646.5 total) In February they “crushed” it
  58. 58. | @navahf @wordstream e: nhopkins@wordstream.com #wordstreamlive 58 That means we achieved 38X return on ad spend!
  59. 59. | @navahf @wordstream e: nhopkins@wordstream.com #wordstreamlive 59 They obviously wanted to fuel the beast and go for more leads!
  60. 60. | @navahf @wordstream e: nhopkins@wordstream.com #wordstreamlive 60 May report
  61. 61. | @navahf @wordstream e: nhopkins@wordstream.com #wordstreamlive 61 • 73 in-home engagements: $2,521 average customer value = $184,033 gross revenue • 37 Board and Train: $4,037 average = $149,369 gross revenue ($333,402 total) May’s numbers looked off until we looked at the metrics that mattered
  62. 62. | @navahf @wordstream e: nhopkins@wordstream.com #wordstreamlive 62 We outperformed Feb by 130%...but not all the metrics showed that Feb 2018 • CPA: $25.13 • Search Conversion Rate: 11.62% • Search CTR: 4.68% • Average QS: 6.96 May 2018 • CPA: $45.02 • Search Conversion Rate: 5.78% • Search CTR: 5.51% • Average QS: 6.89
  63. 63. | @navahf @wordstream e: nhopkins@wordstream.com #wordstreamlive 63 31% of WordStream customers correctly value REVENUE as their most important metric: we can help you optimize for it!
  64. 64. #wordstreamlive Action Items!
  65. 65. | @navahf @wordstream e: nhopkins@wordstream.com #wordstreamlive 65 Treat Quality Score As A Health Indicator – Not A KPI
  66. 66. | @navahf @wordstream e: nhopkins@wordstream.com #wordstreamlive 66 Honor Your Budget – Don’t Ask It To Do Too Much
  67. 67. | @navahf @wordstream e: nhopkins@wordstream.com #wordstreamlive 67 Build Branded Campaigns, Not Ad Groups
  68. 68. | @navahf @wordstream e: nhopkins@wordstream.com #wordstreamlive 68 Strive to be the best in and set goals in line with your industry
  69. 69. | @navahf @wordstream e: nhopkins@wordstream.com #wordstreamlive 69 Judge the Success of Your Campaigns By Profit, Not Vanity Metrics
  70. 70. Questions? Connect with me: nhopkins@wordstream.com / @navahf

×