SES San Jose Ads Quality Score
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This document discusses the importance of relevance in paid search advertising. It emphasizes that ad groups, matching types, ad creativity, and landing page relevance are key factors in delivering relevant ads to users. Several case studies show how optimizing these elements can increase metrics like conversion rates and revenue per visitor. The overall message is that advertisers should focus on relevance over purely algorithmic metrics like quality score.
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SES San Jose Ads Quality Score
- 1. Ads in a Quality Score World
- 6. Google Yahoo Live Ask the needs of the user
- 9. Ads (the meat of the relevance sandwich)
- 10. Intention Enticement Goal Fulfillment
- 12. Ad Delivery
- 13. Importance of AdGroups Root & Stem Relevance Retirement AdGroup: kw1 - retirement savings kw2 - retirement account kw3 - retirement information kw4 - retirement planning
- 14. Importance of AdGroups Root & Stem Relevance Retirement AdGroup: kw1 - retirement savings kw2 - retirement account kw3 - retirement information kw4 - retirement planning
- 15. Importance of AdGroups Root & Stem Relevance Retirement AdGroup: kw1 - retirement savings kw2 - retirement account kw3 - retirement information kw4 - retirement planning
- 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
- 18. Test Ads by Match Type!
- 19. Ad Creativity
- 21. Did Ads Drive Traffic?
- 23. Did the Ads Increase Conversion Rate?
- 25. Did the Ads Increase RPV?
- 27. Landing Page Relevance or Optimized Irrelevance Please God-ogle, get me where I need to go!
- 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%
- 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%
- 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%
- 32. Impression Interest Expectation Persuasion Creative Persuades