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@SiliconVallaeys | www.TopTier.us 1 ADWORDS QUALITY SCOREwww.TopTier.us Frederick Vallaeys | @SiliconVallaeys 1

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Agenda2  Why Google Has Quality Score  Why Quality Score Matters to You  Where to Find Your Quality Score  How is Quality Score Calculated  Best Practices @SiliconVallaeys | www.TopTier.us

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Why Google Has Quality Score3  Balance the interests of advertisers, users and publishers  Show the most relevant ads possible (and generate clicks) Note: If the search results for a certain keyword don’t include many ads, it may be a non-commercial query and it is not likely to be a good keyword for you to try to advertise on @SiliconVallaeys | www.TopTier.us

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How Quality Score Impacts You4 Eligibility Position Extensions Determines whether your Determines the relative Determines if your ad is ad is eligible to enter the position of your ad in of high enough quality to auction for that query relation to the other ads use new ad formats on that result rage Price Top Slot DKI A better quality score Only high quality ads Only ads with high reduces the price you are eligible to appear enough Quality Score need to bid to maintain a above the natural can use Dynamic given position search results Keyword Insertion Did you know: The ad in the top position can pay a lower CPC than the next ad if it has a better Quality Score. @SiliconVallaeys | www.TopTier.us

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See Your Quality Score5 @SiliconVallaeys | www.TopTier.us

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See Your Quality Score6 1-10 quality score is just an approximation of how Google expects a keyword to perform. Actual scores are unique for each query. @SiliconVallaeys | www.TopTier.us

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How Quality Score is Calculated7 Quality Score Clickthrough Rate Other Relevance Landing Page (CTR) Factors Quality and Speed Did you know: ‘Relevance’ to Google is measured through user behavior (click behavior) rather than just through semantic relevance @SiliconVallaeys | www.TopTier.us

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Clickthrough Rate8 By far, clickthrough rate is the most important factor contributing to your quality score. Account CTR CTR Keyword CTR Creative CTR + URL CTR More specific aspects of your setup matter the most, however in the absence of specific data, the more general elements are used @SiliconVallaeys | www.TopTier.us

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‘Exact Match’ Clickthrough Rate9  The Quality Score number reported in your account is a factor of the CTR when the query EXACTLY matched your keyword  Example Below: If your keyword is broad match ‘blue widgets’ … Query Impacts Quality Impacts Real-Time Quality Score Number You Score? See? Blue widgets Yes Yes – for ‘blue widgets’ Buy blue widgets No Yes – for ‘buy blue widgets’ Blue widgets for free No Yes – for ‘blue widgets for free’ Take-Away: Quality Score is the same regardless of the match type you use. Use match types to better target your ads. @SiliconVallaeys | www.TopTier.us

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“Other Relevance Factors”10  Signals unique to the specific query determine the real time quality score: Location, query, time, etc. java java program Indonesia island cup coffee C++ java Take-Away: The quality score reported in your account is different than the quality score used to rank your ad.

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Landing Page11  Landing page quality can help or hurt your Quality Score  Slow page load times can hurt your Quality Score  Certain types of websites with poor user experience are against policy. Violating policy can get an account banned. @SiliconVallaeys | www.TopTier.us

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Best Practices12  Be Patient  Accrue at least 100 impressions to let QS settle  Bid enough to be in top positions at the start  Respond to bad QS  Optimize or delete poor QS keywords  Experiment  Make changes you think will increase relevance, you can always revert back and still get your old QS  Use broad match to discover new query variations  Add good variations to their own ad groups  Add poor variations as negative keywords @SiliconVallaeys | www.TopTier.us

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Coming to Terms With Your Quality Score13  Quality scores of 7-10 are great, 4-6 need work and 1-3 may be poor keywords for your business  Focus primarily on your business goals like ROI and use quality score to help guide your decisions @SiliconVallaeys | www.TopTier.us

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Learn More14 Download the slides http://www.toptier.us Frederick Vallaeys frederick@toptier.us @SiliconVallaeys