SES New York Ads in a Quality Score World

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More and more, ranking well in paid search listings is less and less about how much you pay and more about the "quality" of your ad campaign. But what goes into making up your quality score? In this panel, we'll take a closer look at quality factors and give tips on increasing the perceived relevancy of your campaigns.

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  • Get rid of corporate speak and jargon Realize that your target audience may not talk the same way you do
  • SES New York Ads in a Quality Score World

    1. 1. @jeffadelsonyan
    2. 2. What is Quality Score? <ul><li>Quality Score or Quality Index balances ecosystem </li></ul><ul><li>Ranked on a 1-10 scale (10 = best) </li></ul><ul><li>Higher quality score usually means higher position and lower CPC </li></ul>
    3. 3. What Influences Quality Score?
    4. 4. What Does Quality Score Influence?
    5. 5. How Do I Improve Quality Score? ✔  Relevant Relevance
    6. 6. Ad Group: Black Dog Collars NO Keywords keywords
    7. 7. TIP: Target <8 Unique Keywords Per Ad Group Ad Group: Black Dog Collars with Spikes Ad Group: Black Reflective Dog Collars Ad Group: Black Dog Collars with Rhinestones Ad Group: Black Dog Collars with Sequins Ad Group: Black Dog Collars with Gold Buckle Ad Group: Black Dog Collars with Silver Buckle Ad Group: Black Adjustable Dog Collars YES!
    8. 8. TIP: Ask “Does each text ad fit for each keyword in the ad group?” Ad Group: Black Dog Collars with Spikes Text Ad #1 Text Ad #2 Text Ad #3 YES YES MAYBE?
    9. 9. TIP: Don’t Forget About the Landing Page
    10. 10. TIP: Call Things What They Are Which language is your target audience more likely to use? “ Honey, I’m going to Meineke for some ✗ Steering and Suspension Services.” OR “ Honey, I’m going to Meineke to get my ✔ alignment checked.”
    11. 11. TIP: Build Your Negatives
    12. 12. TIP: Build Your Negatives (ADD these as negative keywords)
    13. 13. TIP: Change/Check Location(s)
    14. 14. TIP: Use Search Query Reports
    15. 15. TIP: Broad Match is For “Head” Terms Phrase & Exact Broad Search Volume Generic Keywords Specific Keywords
    16. 16. TIP: Incomplete Keywords = New Keywords Old Keywords: New Keywords: Bridgestone Bridgest Bridgesto Bridgeston Find Tires Find Ti Find Tir
    17. 17. TIP: Build for What the Engines See Gateway Page Flash Content Missing Title Tags Missing rich HTML text
    18. 18. CAUTION: Don’t Ignore ROI & ROAS
    19. 19. Key Takeaways <ul><li>Focus on improving relevancy </li></ul><ul><li>Create web pages that are user-friendly & use SEO Best Practices </li></ul><ul><li>Don’t lose sight of ROI and ROAS </li></ul><ul><li>**Note: Even if you have done everything right, you might not have a perfect quality score </li></ul>For more data-driven marketing information, read my blog, AskingSmarterQuestions.com .
    20. 20. Thank you. <ul><li>OR </li></ul><ul><li>email: jeff@levelwing.com </li></ul><ul><li>phone: +1 646 216 8334 </li></ul><ul><li>follow on Twitter: @jeffadelsonyan </li></ul>For more data-driven marketing information, read my blog, AskingSmarterQuestions.com .

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