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1. How to Score
with
Quality
Score
#PPCqualityscore
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2. How to Score
with
Quality
Score
#PPCQualityScore
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3. Love Guru Matt Hessler,
Director of Account Management
Hopeless Romantic Anna
Sawyer,
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4. What is
Quality Score?
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5. What is Quality Score?
As you know,
Google AdWords
and Yahoo/Bing
work like an
auction.
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6. What is Quality Score?
The auction
determines
where ads are
placed on the
search results
page, and how
much an
advertiser
pays for a click.
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7. What is Quality Score?
But price is not
the only
factor
considered when
determining ad
placement and
click price!
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8. What is Quality Score?
some of them:
Search engines keyword relevance
consider some to ad copy
other factors too.
keyword/ad copy
relevance to landing page
click-through rate
(CTR)
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9. What is Quality Score?
These factors some of them:
make up Quality
Score, which is keyword relevance
considered along to ad copy
with bid price
when determining
keyword/ad copy
ad placement
relevance to landing page
and actual click
price.
click-through rate
(CTR)
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10. What is Quality Score?
(We’ll go deep on
exactly what
makes up Quality
Score later, but
these are the
important ones.)
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11. What is Quality Score?
We’ll also cover
the Yahoo/Bing
Search Alliance’s
version, which
works a little
differently.
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12. Why do they do this?
To provide a
consistent,
relevant and
pleasant
experience to the
searcher.
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13. 7-10 good
The collection of
factors is given a 6 average
score between
1-10. 1-5 keyword is
underperforming
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14. History lesson!
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15. It wasn’t always
like this.
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16. Why should I care about
Quality Score?
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17. It can determine
how much you
pay for a click and
where your ad
appears: effectively
determining
campaign
success.
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18. Quality Score Click price ad position
and the
the lower
The higher your higher your
your click
Quality Score, ad position
price (good)
(good).
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19. you could pay too
much for clicks
your competitors
But if you have a will rank above you
low Quality
Score...
your CTR will suffer
it will be hard to fix
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20. How does this affect
how I run my
campaign?
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21. As an advertiser,
you should always
be thinking about
Quality Score.
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22. When setting up a
new campaign:
to address this
factor:
Keep ad groups
very small (10 keyword relevance
keywords) and to ad copy
thematically
relevant.
keyword/ad copy
relevance to landing page
click-through rate
(CTR)
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23. When setting up a
new campaign:
to address this
factor:
Make sure every
keyword in an keyword relevance
ad group is to ad copy
included in each
ad.
keyword/ad copy
relevance to landing page
click-through rate
(CTR)
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24. When setting up a
new campaign:
to address this
factor:
Work
backwards by keyword relevance
writing ads based to ad copy
on landing page
copy.
keyword/ad copy
relevance to landing page
click-through rate
(CTR)
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25. When setting up a
new campaign:
to address this
Or create landing factor:
pages for your ad
groups using a keyword relevance
third-party landing to ad copy
page builder (like
Unbounce.com). keyword/ad copy
relevance to landing page
click-through rate
(CTR)
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26. When setting up a
new campaign:
to address this
Use SEO tools like factor:
metadata to
determine if keyword relevance
search engines are to ad copy
seeing repetition
of your keywords. keyword/ad copy
relevance to landing page
click-through rate
(CTR)
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27. When setting up a
new campaign:
to address this
factor:
Write
compelling ad keyword relevance
copy that stands to ad copy
out from your
competitors.
keyword/ad copy
relevance to landing page
click-through rate
(CTR)
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28. When curating
your campaign:
to address this
factor:
Constantly rewrite keyword relevance
and test ads (4 at to ad copy
a time).
keyword/ad copy
relevance to landing page
click-through rate
(CTR)
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29. When curating
your campaign:
to address this
factor:
Consider
separating ad keyword relevance
groups to create to ad copy
even more
targeted ad copy.
keyword/ad copy
relevance to landing page
click-through rate
(CTR)
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30. When curating
your campaign:
to address this
Constantly rewrite factor:
and test landing
pages. Audit keyword relevance
landing pages for to ad copy
SEO, which can be
a good indicator keyword/ad copy
of landing page relevance to landing page
quality.
click-through rate
(CTR)
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31. When curating
your campaign:
to address this
Use the first factor:
page bid
estimate tool keyword relevance
to help ensure to ad copy
that your
keywords are keyword/ad copy
priced to serve relevance to landing page
ads on the first
page. click-through rate
(CTR)
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32. Let’s get serious.
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33. Google actually
doesn’t publicly list
all the elements of
Quality Score.
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34. According to
Google:
- The historical clickthrough rate (CTR) of the keyword and the
matched ad on Google; note that CTR on the Google Network
only ever impacts Quality Score on the Google Network -- not on
Google
- Your account history, which is measured by the CTR of all the ads
and keywords in your account
- The historical CTR of the display URLs in the ad group
- The quality of your landing page
- 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
- Other relevance factors
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35. Remember, these are the
most important factors.
keyword relevance
to ad copy
keyword/ad copy
relevance to landing page
click-through rate
(CTR)
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36. What about
Yahoo/Bing?
While Google’s
Quality Score is
comprised of
elements that are
intentionally
secret, the Search
Alliance gives us
three factors.
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37. Keyword relevance
Like AdWords, these
factors are Landing page relevance
collectively scored
from 1-10. Landing page user
experience
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38. Quality Score doesn’t
affect rankings.
A couple-three Keywords with QS less
notes: than 6 are not included in
the auction.
Landing page user
experience is binary.
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39. Troubleshooting:
what you can do to
save your campaign
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40. What if your
campaign’s Quality
You can fix it (but
Scores have fallen, or
it’s a lot of work).
you’ve inherited a
problem campaign?
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41. If you still have
keywords with a
decent Quality
Score, leave them
Step one: in your ad groups,
but move poorly-
performing
keywords to new
ad groups.
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42. Build new ad
groups with your
poorly-performing
Step two:
keywords, write
new ads, and bid
high.
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43. Check your
Step three:
landing pages!
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44. Try bid
Step four:
popping.
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45. Never stop
Step five:
optimizing.
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46. Mistakes to avoid
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47. Gigantic ad
groups.
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48. Letting your ads
run forever.
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49. Bad landing pages.
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50. Taking a vacation.
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51. Here’s where we take two
minutes to tell you that Trada
can run your SEM campaign
for you and optimize for
Quality Score...
... and it doesn’t cost any more
than if you were to do search
marketing yourself.
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52. Trada has a large, global crowd of certified
paid search experts who do SEM for you.
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53. Multiple experts work
on your campaign at
the same time.
You get:
Diversity of thinking
Constant optimization
Multiple ad networks
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54. and they already know how to
maintain Quality Score!
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55. It’s pay-for-performance.
There are NO fees:
no startup fees, no management fees.
You can get started right away.
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56. Time for questions!
For more information or to schedule a demo, email
anna@trada.com
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