What is quality score?

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What is quality score?

  1. 1. Keeping Your Quality Score High<br />Christopher Kenney<br />June 8, 2010 – IRCE 2010<br />
  2. 2. Agenda<br />6/10/2010<br />Company Confidential © 2009<br />Introduction<br />What is Google Quality Score<br />Quality Score Fact or Fiction?<br />How to Impact Quality Score<br />2<br />
  3. 3. Introduction<br />6/10/2010<br />Company Confidential © 2009<br />Chris Kenney<br />Search Marketing Manger – Vistaprint<br />4+ years SEM experience<br />2010 DM News ‘30 Under 30’<br />3<br />
  4. 4. What is Quality Score?<br /><ul><li>Quality Score is an objective measurement of the quality of an advertiser’s keywords. </li></ul>Quality Score helps ensure that only the most relevant ads appear to users on Google. <br />A Quality Score is calculated every time your keyword matches a search query -- that is, every time your keyword has the potential to trigger an ad.<br />A keyword's Quality Score updates frequently and is closely related to its performance.<br />6/10/2010<br />Company Confidential © 2009<br />4<br />
  5. 5. What Determines Quality Score?<br />Click-through Rate<br />The historical click-through rate (CTR) of the keyword and the matched ad on Google<br />Relevance<br />The relevance of the keyword to the ads in its ad group<br />The relevance of the keyword and the matched ad to the search query<br />Your account's performance in the geographical region where the ad will be shown<br />Landing Page Quality<br />The site should have relevant and original content<br />An easily navigable site with quick load times and a minimum of pop-ups or pop-unders<br />6/10/2010<br />Company Confidential © 2009<br />5<br />
  6. 6. Google Quality ScoreFact or Fiction<br />6/10/2010<br />Company Confidential © 2009<br />6<br />
  7. 7. Fact or Fiction?<br />Quality Score isn’t normalized for position<br />6/10/2010<br />Company Confidential © 2009<br />7<br />Fact<br />Fiction<br /> Quality Score is normalized to compensate for differences in performance for ads in different positions<br /><ul><li>An ad in a higher position is predisposed to get a better CTR
  8. 8. An ad above the search results is predisposed to get a better CTR
  9. 9. This prevents buying your way to the top of the SERP</li></li></ul><li>Fact or Fiction?<br />Broad match hurts Quality Score<br />6/10/2010<br />Company Confidential © 2009<br />8<br />Fact<br />Fiction<br /> Quality Score is based only on the performance of the exact match subset of a broad keyword<br />
  10. 10. Fact or Fiction?<br />Quality Score is saved during an optimization<br />6/10/2010<br />Company Confidential © 2009<br />9<br />Fact<br />Fiction<br /> History of landing pages, ad copies and keywords are saved during an optimization. If you do not see an improvement after the optimization you can simply roll back to the old format.<br />
  11. 11. Fact or Fiction?<br />The Google Search Network can’t impact your quality score<br />6/10/2010<br />Company Confidential © 2009<br />10<br />Fact<br />Fiction<br /> Only your performance on Google.com has an impact on your quality score. <br />
  12. 12. Fact or Fiction?<br />Landing Page load time can improve your quality score<br />6/10/2010<br />Company Confidential © 2009<br />11<br />Fact<br />Fiction<br /> Landing page quality is only used as a penalty. It is meant to prevent phishing sites, bridge pages, and arbitrage sites. <br />
  13. 13. How to Impact Quality Score?<br />Organize your account for Maximum Effectiveness<br />Choose Relevant Keywords<br />Create Highly Relevant Ads<br />Create Relevant Landing Pages with Unique Content and Fast Load Times<br />6/10/2010<br />Company Confidential © 2009<br />12<br />
  14. 14. How to Impact Quality Score?<br />Organize your account for Maximum Effectiveness<br />Create Tight Knit Ad Groups<br />Built based on brand, service or part<br />Avoid Using Duplicate Keywords across ad groups<br />Creates unnecessary competition in your own account<br />Optimize your campaigns settings<br />Select the correct languages<br />Target appropriate locations<br />Set the correct budget constraints<br />Day-parting (if applicable)<br />6/10/2010<br />Company Confidential © 2009<br />13<br />
  15. 15. How to Impact Quality Score?<br />Choose Relevant Keywords<br />Use negative keywords<br />Bid on multiple keyword variations <br />Plurals<br />Singluars<br />Common misspellings<br />Send the users to the most relevant landing page based on the keyword (use unique keyword urls)<br />6/10/2010<br />Company Confidential © 2009<br />14<br />
  16. 16. How to Impact Quality Score?<br />Create Highly Relevant Ads<br />Use your keyword(s) in your ad copy or title<br />Avoid using Keyword Insertion<br />Include Differentiators or discounts in your ads<br />Use call to actions:<br />Buy<br />Sell <br />Order <br />Browse<br />Sign up<br />Call<br />Test ad copies head to head<br />6/10/2010<br />Company Confidential © 2009<br />15<br />
  17. 17. How to Impact Quality Score?<br />Create Relevant Landing Pages with Unique Content and Fast Load Times<br />Page should include unique, highly relevant content to searched keyword<br />Keep the page ‘light’ to improve load time (avoid javascript/flash)<br />Hero shot of the call to action<br />Keep everything above the fold<br />KISS – don’t confuse the customer<br />You have 5 seconds to catch the customers eye – create a single focal point that should match your ad copy and the users search.<br />6/10/2010<br />Company Confidential © 2009<br />16<br />
  18. 18. Questions?This presentation can be found at: slideshare.net/Vistaprint<br />6/10/2010<br />Company Confidential © 2009<br />17<br />

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