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Most AdWords advertisers know that high Quality Scores reduce your cost per click (CPC). But did you know that Quality Score is up to 200% more valuable to advertisers than it was four years ago? Or that high Quality Scores lead to lower costs per conversion – up to 80% lower?
Now is the time to Master Quality Score! In this free WordStream webinar, AdWords Certified Experts Erin Sagin and Elliott Reid show you:
- The 3 major factors that determine your QS
- How Quality Score affects your cost, ad rank and more
- Killer tactics to improve your Quality Scores
- How Enhanced Campaigns change the QS landscape
Quality Score doesn't have to be a mystery. Learn how Quality Score can lower your costs and improve results!
Mastering Quality Score: The Key to AdWords ROI [Webinar]
1. CONFIDENTIAL – DO NOT DISTRIBUTE 1
Webinar:
Mastering Quality Score — The
Key to AdWords ROI
Erin Sagin & Elliott Reid
August 13th 2013
2. Today’s Agenda
2
• Brief Review of Paid Search Landscape – why
PPC is hard!
• What Quality Score is and Why You Should Care
• Tips: What You Can Do [NOW] to Save $$ & Get
Better Results
• Special offer and Q&A session
3. Take Part in Live Blogging on Twitter / Google+
• Include the hashtag #qualityscoremaster in
your Google+ status updates,Twitter tweets, etc.
3
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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 [Google]
systems think your ad, keyword, and landing page are
all relevant and useful to someone looking at your ad.
…there are several things you can do to help improve
your Quality Score.
Quality Score
10. Google Wants Advertisers to be Relevant
Relevancy
&
Quality
Score
How does Google keep this eco-system working?
CustomersAdvertisers
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How Quality Score is Calculated
• In a nutshell, a high-quality ad is one that:
– Is relevant to the search query
– Accurately describes the product
– Is relevant to it’s landing page
• Google gives you a score from 1-10 for
each keyword
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Finding Your Quality Score in AdWords
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• A free, instant PPC audit in
under a minute!
• Grades your AdWords account
performance based on the 8
PPC metrics that really matter
• Compares how you’re doing
against other accounts of
similar size (monthly spend)
Get a free PPC Audit & Your Quality Scores at…
www.wordstream.com/google-adwords
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What is a Good CTR?
• 1: 6%
• 2: 4-5%
• 3: 2-3%
• 4: 1-2%
• 5: <1%
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Account Organization is Critical
Bad Better BEST
Shorts, Shirts, Pants, Skirts,
Blouses, Dresses, T-shirts
Jean Shorts, Blue Shorts, Cutoff
Shorts, Women’s Shorts, Cheap
Shorts, Long Shorts
Blue Jean Shorts, Cutoff Jean Shorts,
Jean Shorts Cheap, Women’s Jean
Shorts, Jean Shorts Online
Keywords
Ad Copy
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Relevant Ads = Copy Aligned to Ad Group
Ad Group: Jean Shorts
Blue Jean Shorts,
Cutoff Jean Shorts,
Jean Shorts Cheap,
Women’s Jean
Shorts, Jean Shorts
Online, Order Jean
Shorts
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1. Main Headline Carried Through
from Ad Text
2. Supportive Sub Headline
3. What’s in it for me? Benefits
4. Credibility through Trust Symbols
5. Verbal Call to Action
6. Call to Action Form or Button
7. Complimentary Image or Video
8. Offer Always Above the Fold
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Devices: Don’t forget Mobile & Tablets
37. Special Offer
• Are you interested in a live demo to see how
WordStream's PPC Advisor can help optimize
your paid search campaigns?
– Yes!
– No thanks
CONFIDENTIAL – DO NOT DISTRIBUTE 37
38. Thank you!
38
Thank you for attending WordStream’s webinar on Quality Score!
#wordstream
Don’t forget to sign up for a Free Trial of WordStream:
http://www.wordstream.com/ppc-free-trial
Grade Your AdWords Account Today:
http://www.wordstream.com/google-adwords
Or contact us directly:
Sales line: 1-855-967-3787
Elliott Reid
ereid@wordstream.com
Erin Sagin
esagin@wordstream.com