"Ads in a Quality Score World" panel

1. Understanding Click Quality Not all clicks are created equal :)

2. What is good quality? “Quality is never an accident; it is always the result of high intention, sincere effort, intelligent direction and skillful execution; it represents the wise choice of many alternatives.” William A. Foster What do you mean by “good”…

3. It’s all relative… Good day Good morning Good dog Good call Good grief Good enough Good riddance The good, the bad and the ugly It’s all good, right?

4. Is what’s good for Google, good for you?

5. It’s simple really… Fail!

6. How we think about good quality

7. Your site

8. Click Score Increased Probability of Conversion Avg CR 500 100 200 0 1000 Low Quality Invalid Good Quality Valid Traffic Unbillable Billable

9. Getting good quality Know what “good” means to you Leverage all ad provider tools Find third party tools that compliment Monitor traffic quality metrics and ROAS Identify invalid traffic and submit for credit Block bad traffic sources (block lists) Optimize, optimize and optimize!

10. Tom Cuthbert @tomcuthbert tom.cuthbert@clickforensics.com Click Quality Council www.clickqualitycouncil.org