Ads in a Quality Score World
Google Quality Score <ul><li>Keyword Quality Score (Determines Minimum Bid) </li></ul><ul><ul><li>CTR </li></ul></ul><ul><...
 
IGNORE THE SCORE!
<ul><li>Relevance </li></ul><ul><li>Main Entry:  rel·e·vance   </li></ul><ul><li>Pronunciation:  're-l&-v&n(t)s </li></ul>...
Google Yahoo Live Ask the needs of the user
User Goals>> <ul><li>Primary Goal (Generic Query) </li></ul><ul><ul><li>Expressed “bikini” </li></ul></ul><ul><li>Secondar...
Paid Search: Built to Deliver Relevance  <ul><li>Segmentation </li></ul><ul><li>Channels </li></ul><ul><li>Campaigns </li>...
Ads  (the meat of the relevance sandwich)
Intention Enticement Goal Fulfillment
Where’s the Beef? The Meat of Relevance <ul><li>Ad Delivery </li></ul><ul><ul><li>Segmentation </li></ul></ul><ul><ul><ul>...
Ad Delivery
Importance of AdGroups  Root & Stem Relevance Retirement AdGroup: kw1 - retirement savings kw2 - retirement account kw3 - ...
Importance of AdGroups  Root & Stem Relevance Retirement AdGroup: kw1 - retirement  savings kw2 - retirement  account kw3 ...
Importance of AdGroups  Root & Stem Relevance Retirement AdGroup: kw1 - retirement savings kw2 - retirement account kw3 - ...
Importance of AdGroups  Root & Stem Relevance Retirement AdGroup: kw1 - retirement  savings kw2 - retirement  account kw3 ...
Importance of Match Type <ul><li>Reinforcing Query on Landing Page </li></ul>Exact +2.63% Conversion Rate Broad +4.36% Con...
Test Ads  by  Match Type!
Ad Creativity
Speak to the Needs of Users! Ad Creative Much better than Natural Listing <ul><li>30 Branded Keywords </li></ul><ul><ul><l...
Did Ads Drive Traffic?
Did Ads Drive Traffic? <ul><li>Google -1.3% </li></ul><ul><li>Yahoo -8.7% </li></ul><ul><li>Live -7.3% </li></ul>NO!
Did the Ads Increase Conversion Rate?
Did the Ads Increase Conversion Rate? <ul><li>Google +17.9% </li></ul><ul><li>Yahoo +32.1% </li></ul><ul><li>Live +11.7% <...
Did the Ads Increase RPV?
Did the Ads Increase RPV? <ul><li>Google +15.4% </li></ul><ul><li>Yahoo +47.0% </li></ul><ul><li>Live +27.5% </li></ul>Yes!
Landing Page Relevance  or  Optimized Irrelevance Please God-ogle,  get me where I need to go!
Who & What Determines Relevance? Recipe  A-C Title: “{keyword}” Ad Impressions Conversion Rate Recipe A 265,909 5.72% Reci...
Who & What Determines Relevance? Recipe  D-F Title: “Find {keyword}” Ad Impressions Conversion Rate Recipe D 47,093 8.59% ...
Who & What Determines Relevance? Recipe  G-I Title: “The Wait is Over” Recipe Impressions Conversion Rate Recipe G 46,518 ...
Creative Persuades
Impression Interest Expectation Persuasion Creative Persuades
IGNORE THE SCORE!
Jonathan Mendez, Chief Strategy Officer My Blog: <ul><li>optimizeandprophesize.com </li></ul>
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SES San Jose Ads Quality Score

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SES San Jose Ads Quality Score

  1. 1. Ads in a Quality Score World
  2. 2. Google Quality Score <ul><li>Keyword Quality Score (Determines Minimum Bid) </li></ul><ul><ul><li>CTR </li></ul></ul><ul><ul><li>AdsBot (Relevance of Ad Text & Landing Page) </li></ul></ul><ul><li>SERP Quality Score (Determines Rank) </li></ul><ul><ul><li>KWQS </li></ul></ul><ul><ul><li>Maximum Bid </li></ul></ul><ul><ul><li>Performance History in Relation to Specific Query </li></ul></ul><ul><li>Content Quality Score </li></ul><ul><ul><li>Performance History in Relation to Site </li></ul></ul><ul><ul><li>Landing Page Relevance </li></ul></ul>
  3. 4. IGNORE THE SCORE!
  4. 5. <ul><li>Relevance </li></ul><ul><li>Main Entry: rel·e·vance </li></ul><ul><li>Pronunciation: 're-l&-v&n(t)s </li></ul><ul><li>Function: noun </li></ul><ul><li>the ability (as of an information retrieval </li></ul><ul><li>system) to retrieve material that satisfies </li></ul><ul><li>the needs of the user </li></ul><ul><li>http://www.m-w.com/dictionary/relevance </li></ul>
  5. 6. Google Yahoo Live Ask the needs of the user
  6. 7. User Goals>> <ul><li>Primary Goal (Generic Query) </li></ul><ul><ul><li>Expressed “bikini” </li></ul></ul><ul><li>Secondary Goal (Specific Query or not expressed) </li></ul><ul><ul><li>Repressed “black” </li></ul></ul><ul><li>Latent Goal (Make or Break Flow) </li></ul><ul><ul><li>Emergent “brazilian tie side bottoms” </li></ul></ul>
  7. 8. Paid Search: Built to Deliver Relevance <ul><li>Segmentation </li></ul><ul><li>Channels </li></ul><ul><li>Campaigns </li></ul><ul><li>AdGroups (Orders) </li></ul><ul><li>Keywords </li></ul><ul><li>Targeting </li></ul><ul><li>Ad Copy </li></ul><ul><li>Geo </li></ul><ul><li>SERP/Content </li></ul><ul><li>Relevance Delivered </li></ul><ul><li>Landing Page </li></ul><ul><li>BT </li></ul>
  8. 9. Ads (the meat of the relevance sandwich)
  9. 10. Intention Enticement Goal Fulfillment
  10. 11. Where’s the Beef? The Meat of Relevance <ul><li>Ad Delivery </li></ul><ul><ul><li>Segmentation </li></ul></ul><ul><ul><ul><li>AdGroups </li></ul></ul></ul><ul><ul><li>Targeting </li></ul></ul><ul><ul><ul><li>Match Type </li></ul></ul></ul><ul><li>Ad Creativity </li></ul><ul><ul><li>First Impression </li></ul></ul><ul><ul><li>Generate Interest </li></ul></ul><ul><ul><li>Set Expectation </li></ul></ul><ul><ul><li>Persuasion </li></ul></ul>
  11. 12. Ad Delivery
  12. 13. Importance of AdGroups Root & Stem Relevance Retirement AdGroup: kw1 - retirement savings kw2 - retirement account kw3 - retirement information kw4 - retirement planning
  13. 14. Importance of AdGroups Root & Stem Relevance Retirement AdGroup: kw1 - retirement savings kw2 - retirement account kw3 - retirement information kw4 - retirement planning
  14. 15. Importance of AdGroups Root & Stem Relevance Retirement AdGroup: kw1 - retirement savings kw2 - retirement account kw3 - retirement information kw4 - retirement planning
  15. 16. Importance of AdGroups Root & Stem Relevance Retirement AdGroup: kw1 - retirement savings kw2 - retirement account kw3 - retirement information kw4 - retirement planning } } Decision Stage Consideration Stage
  16. 17. Importance of Match Type <ul><li>Reinforcing Query on Landing Page </li></ul>Exact +2.63% Conversion Rate Broad +4.36% Conversion Rate Phrase +15.16% Conversion Rate
  17. 18. Test Ads by Match Type!
  18. 19. Ad Creativity
  19. 20. Speak to the Needs of Users! Ad Creative Much better than Natural Listing <ul><li>30 Branded Keywords </li></ul><ul><ul><li>Navigational Queries </li></ul></ul><ul><ul><li>Ads 1 week on, 1 week off </li></ul></ul><ul><ul><li>No Promotions </li></ul></ul><ul><ul><li>No Seasonality </li></ul></ul><ul><ul><li>One Ad </li></ul></ul><ul><ul><li>Landing on the Homepage </li></ul></ul>
  20. 21. Did Ads Drive Traffic?
  21. 22. Did Ads Drive Traffic? <ul><li>Google -1.3% </li></ul><ul><li>Yahoo -8.7% </li></ul><ul><li>Live -7.3% </li></ul>NO!
  22. 23. Did the Ads Increase Conversion Rate?
  23. 24. Did the Ads Increase Conversion Rate? <ul><li>Google +17.9% </li></ul><ul><li>Yahoo +32.1% </li></ul><ul><li>Live +11.7% </li></ul>YES Yes!
  24. 25. Did the Ads Increase RPV?
  25. 26. Did the Ads Increase RPV? <ul><li>Google +15.4% </li></ul><ul><li>Yahoo +47.0% </li></ul><ul><li>Live +27.5% </li></ul>Yes!
  26. 27. Landing Page Relevance or Optimized Irrelevance Please God-ogle, get me where I need to go!
  27. 28. Who & What Determines Relevance? Recipe A-C Title: “{keyword}” Ad Impressions Conversion Rate Recipe A 265,909 5.72% Recipe B 265,045 5.09% Recipe C 264,784 5.49%
  28. 29. Who & What Determines Relevance? Recipe D-F Title: “Find {keyword}” Ad Impressions Conversion Rate Recipe D 47,093 8.59% Recipe E 47,289 5.24% Recipe F 47,066 7.76%
  29. 30. Who & What Determines Relevance? Recipe G-I Title: “The Wait is Over” Recipe Impressions Conversion Rate Recipe G 46,518 9.84% Recipe H 46,795 8.11% Recipe I 46,579 11.76%
  30. 31. Creative Persuades
  31. 32. Impression Interest Expectation Persuasion Creative Persuades
  32. 33. IGNORE THE SCORE!
  33. 34. Jonathan Mendez, Chief Strategy Officer My Blog: <ul><li>optimizeandprophesize.com </li></ul>

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