Hacking AdWords: The Secrets to Quality Score [Webinar]


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For more information visit, www.wordstream.com

Did you know that a higher than average Quality Score in AdWords can save you up to 50% on your cost per click? Those savings carry over to your CPA too – advertisers with high Quality Scores save up to 80% on cost per conversion!

Google's exact formula for calculating Quality Score is famously mysterious. So how do you know how to make improvements?

In this free webinar, WordStream founder and paid search veteran Larry Kim will reveal the secrets to hacking AdWords Quality Score. You'll learn:

- Why you should care about Quality Score in AdWords
- How AdWords Quality Score is actually calculated
- Case Study: How one advertiser got an average Quality score of 8.8/10!
- What does it all mean? And what you should be doing now!

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Hacking AdWords: The Secrets to Quality Score [Webinar]

  1. 1. Webinar: Hacking AdWords: The Secrets to Quality Score Larry Kim, Founder/CTO, WordStream November 4, 2013 CONFIDENTIAL – DO NOT DISTRIBUTE 1
  2. 2. Today’s Agenda • Overview: Why You Should Care about Quality Score in AdWords • Revealed: How AdWords Quality Score is Actually Calculated • Theory: How One Advertiser Got an Average Quality Score of 8.8/10! • Strategy: What Does It All Mean? What should we do now? Warning: Lots of Valuable Data Ahead! larrykim (@larrykim)
  3. 3. Speaker Introduction Larry Kim  Founder, CTO, WordStream, Inc.  Been doing PPC & SEO for 10 Years!  Provider of 20 Minute PPC Work Week and AdWords Grader  #1 PPC Expert According to PPC Hero! larrykim (@larrykim)
  4. 4. Take Part in Live Blogging on Twitter / Google+ • Include the hashtag #hackingadwords in your Twitter tweets, Google+ status updates, etc. larrykim (@larrykim)
  5. 5. Enter for a chance to win $25,000 In Google AdWords Spend + Free Marketing Tools Visit www.wordstream.com/gradeandgetpaid for contest rules and how to enter. CONFIDENTIAL – DO NOT DISTRIBUTE 5
  6. 6. Let’s learn a little about you…. larrykim (@larrykim)
  7. 7. Live-Poll Question #hackingadwords What’s Your Average Quality Score in AdWords? a) b) c) d) I don’t know Below average, less than 4/10 Average, between 5-7 Amazing, 8/10 and higher! larrykim (@larrykim)
  8. 8. Live-Poll Question Besides PPC, what other types of marketing outlets do you utilize? (select all that apply) a) b) c) d) e) SEO Email Affiliate Marketing Social Media Other (type responses in questions box) 8
  9. 9. How Quality Score Impacts Ad Position larrykim (@larrykim)
  10. 10. How Quality Score Impacts Actual CPC larrykim (@larrykim)
  11. 11. What’s an Average Quality Score? Around 5.1/10 larrykim (@larrykim)
  12. 12. Click Prices Range from -50% to +400% larrykim (@larrykim)
  13. 13. Cost Per Conversion is Largely Based on QS larrykim (@larrykim)
  14. 14. The Impact of Quality Score on Cost Per Conversion larrykim (@larrykim)
  15. 15. How is Quality Score Calculated? Mostly CTR. larrykim (@larrykim)
  16. 16. How Quality Score is Normalized by Ad Position Avg Position Between 2.1 and 2.2 larrykim (@larrykim)
  17. 17. How Quality Score is Normalized by Ad Position Avg Position Between 4.1 and 4.2 larrykim (@larrykim)
  18. 18. It’s Actually an Exponential Relationship larrykim (@larrykim)
  19. 19. You Can’t Buy Higher QS larrykim (@larrykim)
  20. 20. What is Expected CTR? larrykim (@larrykim)
  21. 21. What is Expected CTR? larrykim (@larrykim)
  22. 22. Expected CTR larrykim (@larrykim)
  23. 23. Example Advertiser with Very High Quality Score larrykim (@larrykim)
  24. 24. Average Quality Score of 8.8/10!! HOW?! larrykim (@larrykim)
  25. 25. Slow and Steady Wins the Race larrykim (@larrykim)
  26. 26. Eliminate the Garbage larrykim (@larrykim)
  27. 27. Be Intentional larrykim (@larrykim)
  28. 28. Killer Ads larrykim (@larrykim)
  29. 29. Example Advertiser With Lousy Quality Score larrykim (@larrykim)
  30. 30. Low CTR Relative To Expected CTR larrykim (@larrykim)
  31. 31. Advertiser is Lazy larrykim (@larrykim)
  32. 32. Awful Keyword Targeting larrykim (@larrykim)
  33. 33. Ads Not Worth Showing larrykim (@larrykim)
  34. 34. Tips on Raising Quality Scores larrykim (@larrykim)
  35. 35. Branded Keywords larrykim (@larrykim)
  36. 36. AdWords Jackpots CONFIDENTIAL – DO NOT DISTRIBUTE 36
  37. 37. What Does it All Mean? • QS = Essentially Normalized CTR • Has a profound impact on CPC and CPA • Don’t treat PPC ads like display ads (duh.) Versus:
  38. 38. Grade Your Quality Score with The AdWords Grader! • A free, instant PPC audit in under a minute! • Grades your AdWords account performance based on the 8 PPC metrics that really matter • Compares how you’re doing against other accounts of similar size (monthly spend) www.wordstream.com/google-adwords larrykim (@larrykim)
  39. 39. WordStream’s 20 Minute PPC Work Week • We find all the low hanging fruit in your account • You just review / approve the findings. • Quick. Easy. Powerful. • 20 Minutes a Week can improve your ROI on AdWords by 20% or more!™ www.wordstream.com/ppc-free-trial larrykim (@larrykim)
  40. 40. Special Offers! Would you like… A. A free AdWords account audit with a WordStream Professional B. A free live demo of WordStream PPC Advisor C. Nothing at the moment larrykim (@larrykim)
  41. 41. Your Questions Thank you for attending WordStream’s webinar! Benchmark your account today! http://www.wordstream.com/google-adwords Don’t forget to sign up for our Free Trial: http://www.wordstream.com/ppc-free-trial Or contact us directly: Larry Kim lkim@wordstream.com http://twitter.com/larrykim larrykim (@larrykim)