Downloaded 25 times
Uploaded byEd Leake
Google AdWords Quality Score Hacking
This document covers the concept of Quality Score in Google AdWords, explaining its calculation, components, and common myths. It emphasizes the importance of click-through rates, relevance, and landing page quality in achieving higher scores, alongside strategies to optimize ad performance and reduce costs. Various hacks and best practices are outlined to effectively manage Quality Scores and improve overall advertising success.
More Related Content
![Introduction to PPC by Brandon Hess [Metrics Marketing Bootcamp]](https://cdn.slidesharecdn.com/ss_thumbnails/mmbc-brandonadwords-110210162223-phpapp02-thumbnail.jpg?width=640&height=640&fit=bounds)
Similar to Google AdWords Quality Score Hacking
Google AdWords Quality Score Hacking
- 1. Quality Score Hacking (YourWay to the Bank) Google AdWords
- 2. 1. What isQuality Score 2. How its calculated 3. Myth busting 4. Hacking it - more competitive, for less cost!
- 3. A decade of QUALITY SCORE anda brief overview
- 4. Aims to producea HIGH QUALITY EXPERIENCE for Google customers
- 5. Every keyword is GRADED ona 10 point scale
- 6.
- 7. You can onlysee TODAYS SCORE not historical
- 8. MARKS OUT OF10 • High quality experience for Google customers • Every keyword graded on a 10 point scale • Calculated every single time ads are shown • Account level Quality Score is real • You can only see what your QS is today, not historically
- 9.
- 10. Most important componentis CLICK-THROUGH RATE or CTR, for short
- 11. CTR is around 65% of the algorithm
- 12.
- 13.
- 14. The quality ofyour LANDING PAGE experience
- 15. COMPONENTS OF QUALITYSCORE • Click-through Rate (CTR) • Historical CTR (expected vs actual) • Relevance of the keyword to the Ad • Your account history • Quality of your landing page experience • Landing page load times • Expected impact of extensions and ad formats are factored • Device and location bias
- 16. WHAT’S A GOODCTR? • 2% is not the average CTR • It looks more like 5 - 6% • You should aim higher
- 17. AD RANK Advertiser withhighest Ad Rank wins the auction
- 19. AD RANK = CPCbid × Quality Score
- 20. EXAMPLE AUCTION Here’s one Imade earlier
- 21. MAX BID XQUALITY SCORE = AD RANK Max CPC Bid Quality Score Ad Rank Position James £1.50 9 13.5 Olivia £2.00 5 10 Robert £3.00 3 9 Jason £3.50 2 7
- 22. MAX BID XQUALITY SCORE = AD RANK Max CPC Bid Quality Score Ad Rank Position James £1.50 9 13.5 1 Olivia £2.00 5 10 2 Robert £3.00 3 9 3 Jason £3.50 2 7 4
- 23. AD RANK BELOW/ YOUR QS = PRICE Max CPC Bid Quality Score Ad Rank Actual CPC James £1.50 9 13.5 Olivia £2.00 5 10 Robert £3.00 3 9 Jason £3.50 2 7
- 24. AD RANK BELOW/ YOUR QS =*PRICE Max CPC Bid Quality Score Ad Rank Actual CPC James £1.50 9 13.5 £1.12 Olivia £2.00 5 10 £1.81 Robert £3.00 3 9 £2.34 Jason £3.50 2 7 Highest *price +0.01
- 25. Lets fell those QUALITYSCORE MYTHS
- 26. Quality Score benefitsfrom HIGH AD POSITION
- 27. BUSTED! • Google factorsin ad position • Understands higher positions attract higher CTR • Quality Score calculation compensates for that!
- 28. Higher Quality Scoremakes MORE SALES
- 29. BUSTED! • What improvesis CPA (Cost per Acquisition) • That’s not more sales • That’s paying less for sales
- 30. Your Display Networkscore AFFECTS SEARCH
- 31. BUSTED! • The criteriato determine Display QS is different • Your performance on one, does not affect the other
- 32.
- 33. BUSTED! • Your bidis not part of the QS calculation • You just end up paying more
- 34. Deleting low QSareas INCREASES SCORE
- 35. BUSTED! • Historical performanceis still factored • Time is a great healer
- 36. QS GRADES • 1- 3, awful • 4 - 6, average • 7 - 8, good • 9 - 10, great
- 37. HACK 1 -FOCUS • F*ck 80/20 • Focus on top 5-10% of spend • Biggest impact on performance
- 38. HACK 2 -SHARPEN Quick rule of thumb: • 1 - 3, awful – delete these! • 4 - 6, average – optimise these first • 7 - 8, good – fix after • 9 - 10, great – leave these
- 39. HACK 2.1 -SHARPEN • Go from average (5) to good, to great • Strip out low CTR keywords in to new Ad Groups • Confidently bid up top performers
- 40. HACK 3 -BRANCH OUT • SKAGs! • Single Keyword Ad Groups • Highly relevant Ad to search term • Don’t neglect the destination
- 41. HACK 4 -EASY SWING • Branded keywords • Product/service search term +brand • Easy win
- 42. HACK 5 -SPRUCE UP • Deploy your best Google-Consumer™ ads • Method: Ad CTR x Conversion Rate = score • Export ad data and use a spreadsheet, it’s quicker!
- 43. HACK 6 –LAZY SWING • Dynamic Keyword Insertion (DKI) • Quick fix, an interim measure
- 44. HACK 7 -BLOSSOM • Remarketing Lists for Search Ads (RLSA) • Higher CTR, boost in Quality Score • Good for business
- 45. Quality Score impactsAd Rank Ad Rank impacts Cost per Click (CPC) Cost per Click impacts Cost per Acquisition (CPA) …and CPA always wins!
- 46. GOLDEN RULE Relevancy forGoogle Continuity for User
- 47. DON’T BE STUMPED! •Questions? JOIN ME ON FACEBOOK