This document summarizes a presentation by John A. Lee on improving Quality Score. Some key points:
- Quality Score is a measure of ad, keyword, and landing page relevance according to Google. It is a major factor in ad delivery and position.
- While best practices like keyword segmentation are important, some accounts achieve high Quality Scores without following best practices by focusing on highly relevant keywords, ads, and landing pages.
- The best way to improve Quality Score is by increasing click-through rate, as this indicates relevance. The presentation provides a "recipe" for optimizing Quality Score that focuses on audience research, keyword research, ad and landing page testing.
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Quality Score: The Myth. The Legend. John A. Lee #HeroConf 2014
1. @john_a_lee
#heroconf
The Myth. The Legend.
The Truth Behind Quality
Score (No, Really)
P R E S E N T E D BY J O H N A . L E E
M A N A G I N G PA RT N E R – C L I X M A R K E T I N G
H E RO C O N F – A P R I L 2 8 , 2 0 1 4
2. @john_a_lee
#heroconf
Who the Heck Is This Guy?
Managing Partner – Clix Marketing
Digital Advertising Geek
◦ Emphasis on “Geek”
Prior Sentences Served:
◦ Hanapin Marketing
◦ Wordstream
Writer:
◦ Search Engine Watch, ClickZ, Clix
Marketing Blog, Acquisio Blog, PPC
Hero
Speaker:
◦ SMX, SMX Social, SES / ClickZ Live,
HeroConf, State of Search
5. @john_a_lee
#heroconf
Maybe, But We Can Define It
Quality Score is an estimate of how relevant your ads, keywords, and
landing page are to a person seeing your ad. Having a high Quality Score
means that our systems think your ad, keyword, and landing page are all
relevant and useful to someone looking at your ad.
- Google AdWords bit.ly/qsdefined
6. @john_a_lee
#heroconf
What Does it All Mean?
FACTORS
Expected click-through rate.
Display URL’s past click-through rate.
Account history.
Landing page quality.
Keyword / ad relevance.
Keyword / search (query) relevance.
Geographic performance.
Device performance.
IMPORTANCE
Fundamental piece of Ad Rank
formula.
Ad Rank = Max CPC X Quality Score
The best combination of Quality
Score and Max CPC gets the best ad
position.
7. @john_a_lee
#heroconf
How Do Google & Bing Differ?
GOOGLE ADWORDS
Quality Score is calculated before
the click.
Is a significant factor in ad delivery,
ad position and actual cost-per-
click.
BING ADS
Quality Score is calculated after
the clicks.
Is a tool to help advertisers
understand the quality of their
campaigns and plan for
optimization efforts.
11. @john_a_lee
#heroconf
Best Practices Have Been
Crammed Down Our Throats
◦ Campaign structure.
◦ Keyword
segmentation.
◦ Keyword in ad copy.
◦ Keyword in landing
page copy.
◦ Hard work pays off.
◦ Yes, yes, yes…
Perhaps we missed the forest
for all the trees?
12. @john_a_lee
#heroconf
High Quality Score in
Spite of Best Practices
Yes, these accounts exist.
◦ Poor campaign structure.
◦ Complete disregard for best
practices.
Example?
◦ Actual account, actual client.
◦ AdWords contained:
◦ 1 campaign
◦ 1 ad group
◦ 2 ads
◦ 150+ broad match keywords
◦ Quality Score?
◦ Campaign average of 9.
◦ 7 – lowest Quality Score in the account.
13. @john_a_lee
#heroconf
How Is That Possible?!?!
Keywords were:
◦ All broad match. But…
◦ Mid-to-long tail variations.
◦ Highly relevant to both the audience AND search intent.
There was a huge negative keyword list.
Ads and landing pages were:
◦ Simple and to the point.
◦ Landing page was outdated. But…
◦ Highly relevant to both the audience AND search intent.
CTR was consistently high.
◦ Campaign averaged 4.5% to 5.5% CTR.
◦ (Conversion rate was high, too!)
16. @john_a_lee
#heroconf
Relevancy Rules the Iron Throne
(of Quality Score)
If Quality Score is a measure of
relevancy,
And click-through rate is an indicator
of relevancy,
Then improving Quality Score is as
simple as increasing click-through
rate.
Shocked? You shouldn’t be.
19. @john_a_lee
#heroconf
Audience
Create personas to understand your audience.
Who is searching for your product or service?
What is their question, pain point or need (search intent)?
What words do they use to seek the answer?
What factors will influence their decision to click (and convert)?
Geography? Device? Demographics?
20. @john_a_lee
#heroconf
Keywords
Conduct deep keyword research based on audience.
Target mid-to-long tail keywords. De-emphasize “head” terms.
Segment keywords into campaigns and ad groups based on:
◦ Audience
◦ Search Intent
◦ Geography
◦ Device (well, wouldn’t that be nice!)
Conduct frequent search query analysis.
Expand negative keyword lists liberally.
21. @john_a_lee
#heroconf
Ads & Landing Pages
Write ad and landing page copy based on audience.
Align offer (call-to-action) and messaging to audience’s search intent.
Keywords in ad copy and landing page are still important.
Test often.
22. @john_a_lee
#heroconf
Seek Thee
Out the Ad
Unicorn
“Always be testing” to find
high CTR ads. Or as
Wordstream’s Larry Kim
puts it – proverbial unicorns.
bit.ly/unicorn-ads