Quality Score Myths Webinar


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We expose five commonly held but inaccurate beliefs about how Google uses Quality Score to rank your ads and determine your PPC costs.

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Quality Score Myths Webinar

  1. 1. Debunking Quality Score Myths<br />How Quality Score Really Works<br />
  2. 2. Myth #1<br />I’m doing levels<br />There are multiple levels of Quality Score<br />And I have to take care to protect the “history” of everything in my account.<br />
  3. 3. Fact<br />Quality Score is calculated at exactly one level for each network:<br />Keyword-Level … for Search<br />Ad-Level ……………for Content<br />BUT……<br />
  4. 4. Google uses lots of data to calculate your Quality Score.<br />
  5. 5. Best Practice<br />Choose and organize the keywords in your whole account wisely.<br />Feel free to experiment<br />
  6. 6. Myth #2<br />Exact Match keywords will always have a higher Quality Score than Broad Match keywords<br />[whoohoo!]<br />“eh”<br />%@#!<br />
  7. 7. Fact<br />Quality score does not depend on match type.<br />If you had the same keyword in the same ad group multiple times, but with different match types, they’d all have the same Quality Score.<br />This is actually a pretty common strategy, so go ahead and ask someone who does it. We’ll wait. <br />
  8. 8. Best Practice<br />Pick your match types based on cost, reach, and keyword research.<br />
  9. 9. Myth #3<br />To improve my Quality Score, I have to improve my Conversion Rate<br />
  10. 10. Fact<br />Google doesn’t care about your conversion rates.<br />And for a lot of advertisers, they don’t even know.<br />It’s probably true that your keywords with good Quality Scores have good conversion rates, too.<br />
  11. 11. Best Practice<br />Focus on Click-Through-Rate, not conversions.<br />Clicks<br />CTR<br />Impressions<br />Show your ads to fewer people<br />Get more people to click on your ads<br />Show your ads to people who are more likely to click on them<br />
  12. 12. Myth #4<br />To get the best Quality Score, you need to start by bidding to the highest position<br />
  13. 13. Fact<br />Quality Scores are adjusted for position.<br />Really.<br />We checked.<br />
  14. 14. Best Practice<br />Google rewards good Quality Scores with higher positions, not the other way around.<br />Keep your bidding strategy in line with your costs and returns.<br />Focus your Quality Score strategy on keeping your ads and keywords relevant.<br />Golf Clubs<br />
  15. 15. Myth #5<br />The best Quality Score strategy is to create one individual ad group per keyword.<br />
  16. 16. Fact<br />This is unnecessary and unmanageable.<br />
  17. 17. Best Practice<br />Golf clubs<br />Golf clubs set<br />Golf clubs complete set<br />Set of golf clubs<br />Golf clubs full set<br />Golf clubs irons set<br />Complete set of golf clubs<br />Golf clubs in a set<br />Golf club sets<br />Create keyword niches<br />Golf balls<br />Ladies golf clubs<br />Golf clubs<br />Golf shoes<br />Golf balls<br />Golf pants<br />Golf bags<br />Golf putters<br />Golf gloves<br />Golf tees<br />Golf carts<br />Golf shoes<br />Ping golf clubs<br />Golf pants<br />Golf bag stand<br />Junior golf bag stand<br />Best golf bag stand<br />Black golf bag stand<br />Ladies golf bag stand<br />Golf bags<br />Golf bag stand<br />Golf putters<br />Travel golf bag<br />Golf gloves<br />Callaway golf bag<br />Golf tees<br />Golf carts<br />
  18. 18. Resources<br />WordStream’s Quality Score Toolkit www.wordstream.com/quality-score-toolkit<br />Video: Mastering Quality Score.  A comprehensive Quality Score 101 session from the comfort of your own desk.<br />Quality Score White Paper: Learn how Quality Score is calculated, why it's important and how to optimize your campaigns for the highest score.<br />Quality Score Cheat Sheet: All the information you'll need to master Quality Score.<br />Special offer for attendees.Watch your Inbox!!<br />
  19. 19. Questions, Comments, Concerns<br />Andy Stefano<br />PPC Specialist<br />astefano@wordstream.com<br />
  20. 20. Thank You!<br />