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SMXL Milan - How to Predict Your Quality Score before you have your first impression

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Quality score is the magic behind Google Ads. Quality Score can be reverse engineered in the main components. CTR is a big portion of it. We present a script to predict ad-query relevancy and CTR on Ads that have never been run before.

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SMXL Milan - How to Predict Your Quality Score before you have your first impression

  1. 1. 6-7, NOVEMBER 2019 How to Predict Your Quality Score before you have your first impression Gianluca Binelli Booster Box 1
  2. 2. What do we do?
  3. 3. What do we do? Scientific Performance Marketing Agency
  4. 4. Who am I? 4 ● 14y experience in online advertising ● 6.5y at Google between Dublin, NYC & London ● Managed Quarterly $XXM in advertising for Google as part of the SEM in-house team that promotes Google’s products (in FB, Bing, Google, Linkedin etc) ● Advisor for Google’s own equity fund Capital G
  5. 5. 5
  6. 6. 6 GoogleAdvertiser User
  7. 7. @speakerwww.smxl.it #SMXL19 7
  8. 8. @speakerwww.smxl.it #SMXL19 Ad Rank depends on Quality Score Bid Ad Formats & Extensions 8
  9. 9. @speakerwww.smxl.it #SMXL19 Quality Score is important • Who appears in the auction • How the ads are ranked • Actual CPC 9
  10. 10. @speakerwww.smxl.it #SMXL19 Higher Quality Score = Lower Cost per Click 10 Lower Quality Score = Higher Cost per Click
  11. 11. @speakerwww.smxl.it #SMXL19 Factors impacting Quality Score 1. Expected Click Through Rate 2. Ad Relevance 3. Landing Page Experience 11@KTZSTYLE
  12. 12. @speakerwww.smxl.it #SMXL19 Not equally weighted (Google 2010) https://www.youtube.com/watch?v=qwuUe5kq_O8 12@KTZSTYLE
  13. 13. @speakerwww.smxl.it #SMXL19 Not equally weighted (adAlysis 2019) 13 https://searchengineland.com/reverse-engine ering-adwords-quality-score-factors-244192
  14. 14. @speakerwww.smxl.it #SMXL19 We can only view quality score at keyword level 14@KTZSTYLE
  15. 15. @speakerwww.smxl.it #SMXL19 We can see if our QS has changed over time and why 15@KTZSTYLE
  16. 16. @speakerwww.smxl.it #SMXL19 Normally this would take a few months 16@KTZSTYLE
  17. 17. @speakerwww.smxl.it #SMXL19 17 Here, increasing our Ad Relevance raised our QS @KTZSTYLE
  18. 18. @speakerwww.smxl.it #SMXL19 OK, so how we can predict the quality score? 18
  19. 19. @speakerwww.smxl.it #SMXL19 Let’s start by the easy part 1. Expected Click Through Rate 2. Ad Relevance 3. Landing Page Experience 19@KTZSTYLE
  20. 20. @speakerwww.smxl.it #SMXL19 Landing Page experience 20 https://support.google.com/google-ads/answe r/2404197?hl=en
  21. 21. @speakerwww.smxl.it #SMXL19 Increase site speed 21
  22. 22. @speakerwww.smxl.it #SMXL19 Let’s start by the easy part 1. Expected Click Through Rate 2. Ad Relevance 3. Landing Page Experience 22@KTZSTYLE
  23. 23. @speakerwww.smxl.it #SMXL19 Keywords to ad relations? Measure it! 1) Import Ads Report & Keywords Report 23
  24. 24. @speakerwww.smxl.it #SMXL19 Keywords to ad relations? Measure it! 1) Import Ads Report & Keywords Report 2) Measure presence of Keywords in each ad 24
  25. 25. @speakerwww.smxl.it #SMXL19 Keywords to ad relations? Measure it! 1) Import Ads Report & Keywords Report 2) Measure presence of Keywords in each ad 3) Bonus: • Exclude Stop Words 25
  26. 26. @speakerwww.smxl.it #SMXL19 Keywords to ad relations? Measure it! 1) Import Ads Report & Keywords Report 2) Measure presence of Keywords in each ad 3) Bonus: • Exclude Stop Words • In SKAG there is a binary relationship between Ads and Keywords (you can compute the Score at both levels - it will be easier on Ad) • In SKAG you can compute it only at Keyword level (need to weight it by impressions) 26
  27. 27. @speakerwww.smxl.it #SMXL19 A simplified example: is the KW in the copy? In order to quickly check it in a spreadsheet similar to the one above (KW - Ad Copy in various fields), we just have to use the following formula (taking row 2 as an example): • regexmatch(lower(arrayformula(substitute(concatenate(C2:I2)," ",""))),".*"&substitute(B2," ","")&".*") This formula returns “True” if the whole Keyword is contained in the AdCopy. 27
  28. 28. @speakerwww.smxl.it #SMXL19 Let’s start by the easy part 1. Expected Click Through Rate 2. Ad Relevance 3. Landing Page Experience 28@KTZSTYLE
  29. 29. @speakerwww.smxl.it #SMXL19 Expected Click-through rate 1) We are running tests all the time, we have a list of best practices 2) How can you check if the list of best practices is a good explanation of CTR? Conjoint Analysis! 29@KTZSTYLE
  30. 30. @speakerwww.smxl.it #SMXL19 Conjoint analysis 'Conjoint analysis' is a survey-based statistical technique used in market research that helps determine how people value different attributes (feature, function, benefits) that make up an individual product or service 30 http://www.mit.edu/~hauser/Papers/NoteonC onjointAnalysis.pdf
  31. 31. @speakerwww.smxl.it #SMXL19 In our world Features: elements of the ads User opinion: clicks 31
  32. 32. @speakerwww.smxl.it #SMXL19 How does it work? 1) We input a set of elements we want to analyze 2) Run Conjoint 3) See how each elements impacts on CTR 32
  33. 33. @speakerwww.smxl.it #SMXL19 Set of elements to test 33
  34. 34. @speakerwww.smxl.it #SMXL19 Limits 1) Ignores that Ad Position impacts CTR 2) Ignores Ad Relevancy 3) Limited to explain CTR given the initial set of elements 34
  35. 35. @speakerwww.smxl.it #SMXL19 35@KTZSTYLE@KTZSTYLE Output Example 21
  36. 36. @speakerwww.smxl.it #SMXL19 36 Impacts positively Impacts negatively @KTZSTYLE Output Example
  37. 37. @speakerwww.smxl.it #SMXL19 Scripts Bonanza gitlab.com/boosterbox-public/ 37
  38. 38. 6-7, NOVEMBER 2019 How to Predict Your Quality Score before you have your first impression Gianluca Binelli Booster Box 38

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