What is quality score?
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The document discusses Google Quality Score, which measures the quality of an advertiser's keywords. Quality Score is determined by click-through rate, relevance of keywords and ads, and landing page quality. It is not fixed and updates based on performance. The document aims to dispel myths about Quality Score and provides tips to improve it, such as organizing tight ad groups, using relevant keywords and ads, and creating landing pages with unique, relevant content and fast load times.
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What is quality score?
- 1. Keeping Your Quality Score High Christopher Kenney June 8, 2010 – IRCE 2010
- 2. Agenda 6/10/2010 Company Confidential © 2009 Introduction What is Google Quality Score Quality Score Fact or Fiction? How to Impact Quality Score 2
- 3. Introduction 6/10/2010 Company Confidential © 2009 Chris Kenney Search Marketing Manger – Vistaprint 4+ years SEM experience 2010 DM News ‘30 Under 30’ 3
- 5. What Determines Quality Score? Click-through Rate The historical click-through rate (CTR) of the keyword and the matched ad on Google Relevance The relevance of the keyword to the ads in its ad group The relevance of the keyword and the matched ad to the search query Your account's performance in the geographical region where the ad will be shown Landing Page Quality The site should have relevant and original content An easily navigable site with quick load times and a minimum of pop-ups or pop-unders 6/10/2010 Company Confidential © 2009 5
- 6. Google Quality ScoreFact or Fiction 6/10/2010 Company Confidential © 2009 6
- 8. An ad above the search results is predisposed to get a better CTR
- 10. Fact or Fiction? Quality Score is saved during an optimization 6/10/2010 Company Confidential © 2009 9 Fact Fiction History of landing pages, ad copies and keywords are saved during an optimization. If you do not see an improvement after the optimization you can simply roll back to the old format.
- 11. Fact or Fiction? The Google Search Network can’t impact your quality score 6/10/2010 Company Confidential © 2009 10 Fact Fiction Only your performance on Google.com has an impact on your quality score.
- 12. Fact or Fiction? Landing Page load time can improve your quality score 6/10/2010 Company Confidential © 2009 11 Fact Fiction Landing page quality is only used as a penalty. It is meant to prevent phishing sites, bridge pages, and arbitrage sites.
- 13. How to Impact Quality Score? Organize your account for Maximum Effectiveness Choose Relevant Keywords Create Highly Relevant Ads Create Relevant Landing Pages with Unique Content and Fast Load Times 6/10/2010 Company Confidential © 2009 12
- 14. How to Impact Quality Score? Organize your account for Maximum Effectiveness Create Tight Knit Ad Groups Built based on brand, service or part Avoid Using Duplicate Keywords across ad groups Creates unnecessary competition in your own account Optimize your campaigns settings Select the correct languages Target appropriate locations Set the correct budget constraints Day-parting (if applicable) 6/10/2010 Company Confidential © 2009 13
- 15. How to Impact Quality Score? Choose Relevant Keywords Use negative keywords Bid on multiple keyword variations Plurals Singluars Common misspellings Send the users to the most relevant landing page based on the keyword (use unique keyword urls) 6/10/2010 Company Confidential © 2009 14
- 16. How to Impact Quality Score? Create Highly Relevant Ads Use your keyword(s) in your ad copy or title Avoid using Keyword Insertion Include Differentiators or discounts in your ads Use call to actions: Buy Sell Order Browse Sign up Call Test ad copies head to head 6/10/2010 Company Confidential © 2009 15
- 17. How to Impact Quality Score? Create Relevant Landing Pages with Unique Content and Fast Load Times Page should include unique, highly relevant content to searched keyword Keep the page ‘light’ to improve load time (avoid javascript/flash) Hero shot of the call to action Keep everything above the fold KISS – don’t confuse the customer You have 5 seconds to catch the customers eye – create a single focal point that should match your ad copy and the users search. 6/10/2010 Company Confidential © 2009 16
- 18. Questions?This presentation can be found at: slideshare.net/Vistaprint 6/10/2010 Company Confidential © 2009 17
Editor's Notes
- To change the layout of any slide: Right click on the slide and scroll down to layout Choose the appropriate layout option If images and text need to be reset, right click and choose “reset slide”Slide Name: Title Slide
- To change the layout of any slide: Right click on the slide and scroll down to layout Choose the appropriate layout option If images and text need to be reset, right click and choose “reset slide”Slide Name: Title and Content Use this slide layout for bulleted lists, when creating a table or chart from scratch or inserting a graphic or videoBullets: Click on bullet 1 and start typing Hit enter for next bullet Hit tab to create sub-bulletsTables: Click on the “insert table” icon Enter number of columns and rows and hit ok Navigate to the design or format tab under “table tools” to customizeCharts: Click on the “insert chart” icon Select chart type, style and hit ok Enter your data in the excel document that pops up Navigate to the design or format tab under “chart tools” to customizeSmartArt: Click on the “insert smartart graphic” icon Select type, style and hit ok Navigate to the design or format tab under “chart tools” to customizePictures and Video: Click on either the “insert picture from file,” “clip art” or “insert media clip” icons Navigate to the file location on your computer/network and hit insert Navigate to the format tab under “picture tools” to customize
- To change the layout of any slide: Right click on the slide and scroll down to layout Choose the appropriate layout option If images and text need to be reset, right click and choose “reset slide”Slide Name: Title and Content Use this slide layout for bulleted lists, when creating a table or chart from scratch or inserting a graphic or videoBullets: Click on bullet 1 and start typing Hit enter for next bullet Hit tab to create sub-bulletsTables: Click on the “insert table” icon Enter number of columns and rows and hit ok Navigate to the design or format tab under “table tools” to customizeCharts: Click on the “insert chart” icon Select chart type, style and hit ok Enter your data in the excel document that pops up Navigate to the design or format tab under “chart tools” to customizeSmartArt: Click on the “insert smartart graphic” icon Select type, style and hit ok Navigate to the design or format tab under “chart tools” to customizePictures and Video: Click on either the “insert picture from file,” “clip art” or “insert media clip” icons Navigate to the file location on your computer/network and hit insert Navigate to the format tab under “picture tools” to customize
- To change the layout of any slide: Right click on the slide and scroll down to layout Choose the appropriate layout option If images and text need to be reset, right click and choose “reset slide”Slide Name: Title and Content Use this slide layout for bulleted lists, when creating a table or chart from scratch or inserting a graphic or videoBullets: Click on bullet 1 and start typing Hit enter for next bullet Hit tab to create sub-bulletsTables: Click on the “insert table” icon Enter number of columns and rows and hit ok Navigate to the design or format tab under “table tools” to customizeCharts: Click on the “insert chart” icon Select chart type, style and hit ok Enter your data in the excel document that pops up Navigate to the design or format tab under “chart tools” to customizeSmartArt: Click on the “insert smartart graphic” icon Select type, style and hit ok Navigate to the design or format tab under “chart tools” to customizePictures and Video: Click on either the “insert picture from file,” “clip art” or “insert media clip” icons Navigate to the file location on your computer/network and hit insert Navigate to the format tab under “picture tools” to customize
- To change the layout of any slide: Right click on the slide and scroll down to layout Choose the appropriate layout option If images and text need to be reset, right click and choose “reset slide”Slide Name: Title and Content Use this slide layout for bulleted lists, when creating a table or chart from scratch or inserting a graphic or videoBullets: Click on bullet 1 and start typing Hit enter for next bullet Hit tab to create sub-bulletsTables: Click on the “insert table” icon Enter number of columns and rows and hit ok Navigate to the design or format tab under “table tools” to customizeCharts: Click on the “insert chart” icon Select chart type, style and hit ok Enter your data in the excel document that pops up Navigate to the design or format tab under “chart tools” to customizeSmartArt: Click on the “insert smartart graphic” icon Select type, style and hit ok Navigate to the design or format tab under “chart tools” to customizePictures and Video: Click on either the “insert picture from file,” “clip art” or “insert media clip” icons Navigate to the file location on your computer/network and hit insert Navigate to the format tab under “picture tools” to customize
- To change the layout of any slide: Right click on the slide and scroll down to layout Choose the appropriate layout option If images and text need to be reset, right click and choose “reset slide”Slide Name: Title and Content Use this slide layout for bulleted lists, when creating a table or chart from scratch or inserting a graphic or videoBullets: Click on bullet 1 and start typing Hit enter for next bullet Hit tab to create sub-bulletsTables: Click on the “insert table” icon Enter number of columns and rows and hit ok Navigate to the design or format tab under “table tools” to customizeCharts: Click on the “insert chart” icon Select chart type, style and hit ok Enter your data in the excel document that pops up Navigate to the design or format tab under “chart tools” to customizeSmartArt: Click on the “insert smartart graphic” icon Select type, style and hit ok Navigate to the design or format tab under “chart tools” to customizePictures and Video: Click on either the “insert picture from file,” “clip art” or “insert media clip” icons Navigate to the file location on your computer/network and hit insert Navigate to the format tab under “picture tools” to customize
- To change the layout of any slide: Right click on the slide and scroll down to layout Choose the appropriate layout option If images and text need to be reset, right click and choose “reset slide”Slide Name: Title and Content Use this slide layout for bulleted lists, when creating a table or chart from scratch or inserting a graphic or videoBullets: Click on bullet 1 and start typing Hit enter for next bullet Hit tab to create sub-bulletsTables: Click on the “insert table” icon Enter number of columns and rows and hit ok Navigate to the design or format tab under “table tools” to customizeCharts: Click on the “insert chart” icon Select chart type, style and hit ok Enter your data in the excel document that pops up Navigate to the design or format tab under “chart tools” to customizeSmartArt: Click on the “insert smartart graphic” icon Select type, style and hit ok Navigate to the design or format tab under “chart tools” to customizePictures and Video: Click on either the “insert picture from file,” “clip art” or “insert media clip” icons Navigate to the file location on your computer/network and hit insert Navigate to the format tab under “picture tools” to customize
- To change the layout of any slide: Right click on the slide and scroll down to layout Choose the appropriate layout option If images and text need to be reset, right click and choose “reset slide”Slide Name: Title and Content Use this slide layout for bulleted lists, when creating a table or chart from scratch or inserting a graphic or videoBullets: Click on bullet 1 and start typing Hit enter for next bullet Hit tab to create sub-bulletsTables: Click on the “insert table” icon Enter number of columns and rows and hit ok Navigate to the design or format tab under “table tools” to customizeCharts: Click on the “insert chart” icon Select chart type, style and hit ok Enter your data in the excel document that pops up Navigate to the design or format tab under “chart tools” to customizeSmartArt: Click on the “insert smartart graphic” icon Select type, style and hit ok Navigate to the design or format tab under “chart tools” to customizePictures and Video: Click on either the “insert picture from file,” “clip art” or “insert media clip” icons Navigate to the file location on your computer/network and hit insert Navigate to the format tab under “picture tools” to customize
- To change the layout of any slide: Right click on the slide and scroll down to layout Choose the appropriate layout option If images and text need to be reset, right click and choose “reset slide”Slide Name: Title and Content Use this slide layout for bulleted lists, when creating a table or chart from scratch or inserting a graphic or videoBullets: Click on bullet 1 and start typing Hit enter for next bullet Hit tab to create sub-bulletsTables: Click on the “insert table” icon Enter number of columns and rows and hit ok Navigate to the design or format tab under “table tools” to customizeCharts: Click on the “insert chart” icon Select chart type, style and hit ok Enter your data in the excel document that pops up Navigate to the design or format tab under “chart tools” to customizeSmartArt: Click on the “insert smartart graphic” icon Select type, style and hit ok Navigate to the design or format tab under “chart tools” to customizePictures and Video: Click on either the “insert picture from file,” “clip art” or “insert media clip” icons Navigate to the file location on your computer/network and hit insert Navigate to the format tab under “picture tools” to customize
- To change the layout of any slide: Right click on the slide and scroll down to layout Choose the appropriate layout option If images and text need to be reset, right click and choose “reset slide”Slide Name: Title and Content Use this slide layout for bulleted lists, when creating a table or chart from scratch or inserting a graphic or videoBullets: Click on bullet 1 and start typing Hit enter for next bullet Hit tab to create sub-bulletsTables: Click on the “insert table” icon Enter number of columns and rows and hit ok Navigate to the design or format tab under “table tools” to customizeCharts: Click on the “insert chart” icon Select chart type, style and hit ok Enter your data in the excel document that pops up Navigate to the design or format tab under “chart tools” to customizeSmartArt: Click on the “insert smartart graphic” icon Select type, style and hit ok Navigate to the design or format tab under “chart tools” to customizePictures and Video: Click on either the “insert picture from file,” “clip art” or “insert media clip” icons Navigate to the file location on your computer/network and hit insert Navigate to the format tab under “picture tools” to customize
- To change the layout of any slide: Right click on the slide and scroll down to layout Choose the appropriate layout option If images and text need to be reset, right click and choose “reset slide”Slide Name: Title and Content Use this slide layout for bulleted lists, when creating a table or chart from scratch or inserting a graphic or videoBullets: Click on bullet 1 and start typing Hit enter for next bullet Hit tab to create sub-bulletsTables: Click on the “insert table” icon Enter number of columns and rows and hit ok Navigate to the design or format tab under “table tools” to customizeCharts: Click on the “insert chart” icon Select chart type, style and hit ok Enter your data in the excel document that pops up Navigate to the design or format tab under “chart tools” to customizeSmartArt: Click on the “insert smartart graphic” icon Select type, style and hit ok Navigate to the design or format tab under “chart tools” to customizePictures and Video: Click on either the “insert picture from file,” “clip art” or “insert media clip” icons Navigate to the file location on your computer/network and hit insert Navigate to the format tab under “picture tools” to customize
- To change the layout of any slide: Right click on the slide and scroll down to layout Choose the appropriate layout option If images and text need to be reset, right click and choose “reset slide”Slide Name: Title and Content Use this slide layout for bulleted lists, when creating a table or chart from scratch or inserting a graphic or videoBullets: Click on bullet 1 and start typing Hit enter for next bullet Hit tab to create sub-bulletsTables: Click on the “insert table” icon Enter number of columns and rows and hit ok Navigate to the design or format tab under “table tools” to customizeCharts: Click on the “insert chart” icon Select chart type, style and hit ok Enter your data in the excel document that pops up Navigate to the design or format tab under “chart tools” to customizeSmartArt: Click on the “insert smartart graphic” icon Select type, style and hit ok Navigate to the design or format tab under “chart tools” to customizePictures and Video: Click on either the “insert picture from file,” “clip art” or “insert media clip” icons Navigate to the file location on your computer/network and hit insert Navigate to the format tab under “picture tools” to customize
- To change the layout of any slide: Right click on the slide and scroll down to layout Choose the appropriate layout option If images and text need to be reset, right click and choose “reset slide”Slide Name: Title and Content Use this slide layout for bulleted lists, when creating a table or chart from scratch or inserting a graphic or videoBullets: Click on bullet 1 and start typing Hit enter for next bullet Hit tab to create sub-bulletsTables: Click on the “insert table” icon Enter number of columns and rows and hit ok Navigate to the design or format tab under “table tools” to customizeCharts: Click on the “insert chart” icon Select chart type, style and hit ok Enter your data in the excel document that pops up Navigate to the design or format tab under “chart tools” to customizeSmartArt: Click on the “insert smartart graphic” icon Select type, style and hit ok Navigate to the design or format tab under “chart tools” to customizePictures and Video: Click on either the “insert picture from file,” “clip art” or “insert media clip” icons Navigate to the file location on your computer/network and hit insert Navigate to the format tab under “picture tools” to customize
- To change the layout of any slide: Right click on the slide and scroll down to layout Choose the appropriate layout option If images and text need to be reset, right click and choose “reset slide”Slide Name: Title and Content Use this slide layout for bulleted lists, when creating a table or chart from scratch or inserting a graphic or videoBullets: Click on bullet 1 and start typing Hit enter for next bullet Hit tab to create sub-bulletsTables: Click on the “insert table” icon Enter number of columns and rows and hit ok Navigate to the design or format tab under “table tools” to customizeCharts: Click on the “insert chart” icon Select chart type, style and hit ok Enter your data in the excel document that pops up Navigate to the design or format tab under “chart tools” to customizeSmartArt: Click on the “insert smartart graphic” icon Select type, style and hit ok Navigate to the design or format tab under “chart tools” to customizePictures and Video: Click on either the “insert picture from file,” “clip art” or “insert media clip” icons Navigate to the file location on your computer/network and hit insert Navigate to the format tab under “picture tools” to customize
- To change the layout of any slide: Right click on the slide and scroll down to layout Choose the appropriate layout option If images and text need to be reset, right click and choose “reset slide”Slide Name: Title and Content Use this slide layout for bulleted lists, when creating a table or chart from scratch or inserting a graphic or videoBullets: Click on bullet 1 and start typing Hit enter for next bullet Hit tab to create sub-bulletsTables: Click on the “insert table” icon Enter number of columns and rows and hit ok Navigate to the design or format tab under “table tools” to customizeCharts: Click on the “insert chart” icon Select chart type, style and hit ok Enter your data in the excel document that pops up Navigate to the design or format tab under “chart tools” to customizeSmartArt: Click on the “insert smartart graphic” icon Select type, style and hit ok Navigate to the design or format tab under “chart tools” to customizePictures and Video: Click on either the “insert picture from file,” “clip art” or “insert media clip” icons Navigate to the file location on your computer/network and hit insert Navigate to the format tab under “picture tools” to customize
- To change the layout of any slide: Right click on the slide and scroll down to layout Choose the appropriate layout option If images and text need to be reset, right click and choose “reset slide”Slide Name: Title and Content Use this slide layout for bulleted lists, when creating a table or chart from scratch or inserting a graphic or videoBullets: Click on bullet 1 and start typing Hit enter for next bullet Hit tab to create sub-bulletsTables: Click on the “insert table” icon Enter number of columns and rows and hit ok Navigate to the design or format tab under “table tools” to customizeCharts: Click on the “insert chart” icon Select chart type, style and hit ok Enter your data in the excel document that pops up Navigate to the design or format tab under “chart tools” to customizeSmartArt: Click on the “insert smartart graphic” icon Select type, style and hit ok Navigate to the design or format tab under “chart tools” to customizePictures and Video: Click on either the “insert picture from file,” “clip art” or “insert media clip” icons Navigate to the file location on your computer/network and hit insert Navigate to the format tab under “picture tools” to customize
- To change the layout of any slide: Right click on the slide and scroll down to layout Choose the appropriate layout option If images and text need to be reset, right click and choose “reset slide”Slide Name: Title and Content Use this slide layout for bulleted lists, when creating a table or chart from scratch or inserting a graphic or videoBullets: Click on bullet 1 and start typing Hit enter for next bullet Hit tab to create sub-bulletsTables: Click on the “insert table” icon Enter number of columns and rows and hit ok Navigate to the design or format tab under “table tools” to customizeCharts: Click on the “insert chart” icon Select chart type, style and hit ok Enter your data in the excel document that pops up Navigate to the design or format tab under “chart tools” to customizeSmartArt: Click on the “insert smartart graphic” icon Select type, style and hit ok Navigate to the design or format tab under “chart tools” to customizePictures and Video: Click on either the “insert picture from file,” “clip art” or “insert media clip” icons Navigate to the file location on your computer/network and hit insert Navigate to the format tab under “picture tools” to customize