Chasing quality over quality score 2019 do

Chasing Quality
over Quality
Score
Navah Hopkins

| 2@navahf @wordstream e: nhopkins@wordstream.com
Agenda
• Why Do We Panic?
• Using Quality Score as a Health
Indicator
• What Does Chasing Quality Look
Like?
• Case Studies
• Worked in digital marketing since
2008
• Work with agencies and advertisers
across WordStream’s international
customer base.
• I’m a proud pet mom and just
adopted dog named HK
About Me:
#PPCPuppy

3| Confidential
Why do we panic?

| @DigitalOlympus @navahf @wordstream e: nhopkins@wordstream.com 4
How many of you have heard of the goldfish study?

So this was actually
disproved

We are capable of great focus, but only if we care

How many of you
read the Acquisio
study that told us to
strive for 7 quality
scores?

63,000 US Accounts in Q3 2018 Average QS in US is 5.6
1 2 3 4 5 6 7 8 9 10
0
1000
2000
3000
4000
5000
6000
7000
8000
9000
10000
Number of accounts
• QS 1 = 8%
• QS 2 = 6%
• Q3 = 12%
• Q4 = 10%
• Q5 = 13%
• Q6 = 12%
• Q7 = 13%
• Q8 = 11%
• Q9 = 7%
• Q10 = 8%

We want to be exceptional!

We want discounts on clicks!

We want good impression share!

It Won’t Surprise Anyone To See This Chart of Average CTR by QS
0.00%
2.00%
4.00%
6.00%
8.00%
10.00%
12.00%
14.00%
1 2 3 4 5 6 7 8 9 10
CTR
CTR
63000 US
accounts
in Q2
2018

Or this one on Average CPC
$0.00
$0.50
$1.00
$1.50
$2.00
$2.50
$3.00
$3.50
$4.00
$4.50
$5.00
1 2 3 4 5 6 7 8 9 10
Average CPC
Average CPC

But What Happens When We Remove Branded Campaigns and Ad Groups
0.00%
2.00%
4.00%
6.00%
8.00%
10.00%
12.00%
14.00%
1 2 3 4 5 6 7 8 9 10
CTR Average CTR without branded
63000 US
accounts
in Q2
2018

A similar impact is felt in CPC
$0.00
$0.50
$1.00
$1.50
$2.00
$2.50
$3.00
$3.50
$4.00
$4.50
$5.00
1 2 3 4 5 6 7 8 9 10
Average CPC Average CPC without branded

• Quality score of 6 beat 7 with
cheaper clicks and higher CTR
• Quality score of 9 beat 10 with
higher CTR (flat CPC)
• Quality Score of 1 had
cheaper CPC than QS 2-7
Filtering out Branded:

Impression Share With & Without Branded
0%
10%
20%
30%
40%
50%
60%
70%
80%
1 2 3 4 5 6 7 8 9 10
Average Impression Share & Average Conversions By QS
Q2 2018
Impression Share with branded Impression Share without branded
63000 US
accounts
in Q2
2018

Conversions With & Without Branded
0
50
100
150
200
250
300
350
400
450
500
1 2 3 4 5 6 7 8 9 10
Average Conversions By QS Q2 2018
Conversions Without Branded Conversions With Branded
63000 US
accounts
in Q2
2018

• Quality score of 2 beat 3 and 5
on impression share
• The gap in conversions
between 8-10 vanishes when
you remove branded
• Quality Score of 6 beat out 7
on conversions
Filtering out Branded:

• Higher click through rate (CTR)
and auction prices tend to be
lower.
• Perfect keyword to ad, to landing
page relevancy.
• Home pages tend to get the lion
share of development and design
(experience)
Why do Branded campaigns
have such a strong impact on
quality score?

Certain strategic objectives are predisposed to lower quality
scores.

Just because you have a good quality score, doesn’t mean your
leads are converting.

Same Quality Score – Drastically Different Results

Quality Score is a health indicator, not a KPI!

25| Confidential
Using Quality Score as a
Health Indicator

Let’s break down Quality score into its base elements

If we “solved” for those elements we
would have a healthy account.

CTR Suffers If We Don’t Rank In The Top 4
0
0.5
1
1.5
2
2.5
0.00%
2.00%
4.00%
6.00%
8.00%
10.00%
12.00%
14.00%
16.00%
18.00%
20.00%
1 2 3 4 5 6 7 8 9 10
Average CTR and Position by Quality Score (Account
Level)
General CTR General Average Position

Historical CTR Can Suffer if There Isn’t Enough Volume – Some
Industries Will Always Struggle Here

Boring Ads Kill
CTR

Expanded Text Ads Mean Your Copy Is Due For A Revisit!
Description text would
have made great
headlines!

It’s Hard To Build Relevancy If Campaign Structure is Flawed

Sort By Impressions to See Where Ad Networks are Trying to Put
Your Money
60% of
impression
s
Budget will
only go to
“winners”
instead of
everything

Serving For Auctions Your Ads Can’t Win On Will Hurt Relevancy. Audit
Broad Keywords!

Broad Keywords Can Drag Your Budget into Unintended
Auctions
162%
More
Than
Average

Am I Forcing A Relationship That Won’t Work, Or Am I Not
Honoring The Keyword/Ad Group/Campaign’s Needs?

If landing pages don’t deliver on your ad’s promise, you lose
relevancy.

Don’t put prospects/customers to sleep waiting for your site to
load!

Users shouldn’t have to hunt
through a text-wall to contact you.

We live in a mobile first world – don’t build bad mobile
experiences
Wall of Text
Unclickable
Number
Tiny Menu

41| Confidential
What Does Chasing
Quality Look Like

• Too many targets
• Too wide a range in
auction price
• Too many objectives
Budgets Underperform
When:

Most Advertisers Struggle to Achieve 50%+ of
Available Impressions
Based on
2973
accounts
with at least
$.01 in
search
spend
Average
impression
share is 47%

3% cheaper
& perfect
conversion
rate!
What Auctions Will Give You a Positive ROAS

Are There Parts of Your
Business That Shouldn’t Get
Access To Budget

Any Redundancies to Clean Up?
Catching all “logo design”
keywords on mod broad

CTR and Conversion Rates Tell You If Your Message is Landing

All of This is Meaningless if Your Audiences Aren’t Aligned With
Your Value Proposition

• Balanced in-home dog
training
• Board and train programs
• Group classes for
specializing dogs (police,
service, etc)
Koru K9 provides:

Which month was my client happier with me?
Feb 2018
• CPA: $25.13
• Search Conversion Rate: 11.62%
• Search CTR: 4.68%
• Average QS: 6.96
May 2018
• CPA: $45.02

Koru K9 Story

• 79 in-home engagements:
$2,521 average customer
value = $199,159 gross
revenue
• 13 Board and Train: $4,037
average = $52,487.5 gross
revenue ($251,646.5 total)
In February they “crushed” it

That means we achieved 38X return on
ad spend!

They obviously wanted to fuel the beast and go for more leads!

May report

• 73 in-home engagements:
$2,521 average customer
value = $184,033 gross
revenue
• 37 Board and Train: $4,037
average = $149,369 gross
revenue ($333,402 total)
May’s numbers looked off until
we looked at the metrics that
mattered

We outperformed Feb by 130%...but not all the metrics showed
that
Feb 2018
• CPA: $25.13
May 2018
• CPA: $45.02

Treat Quality Score As A Health Indicator – Not A KPI

Honor Your Budget – Don’t Ask It To Do
Too Much

Build Branded Campaigns, Not Ad Groups

Strive to be the best in and set
goals in line with your industry

Judge the Success of Your Campaigns By Profit, Not Vanity
Metrics

Chasing quality over quality score 2019 do

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