Post on 08-May-2015
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Webinar: Mastering Quality Score — The Key to AdWords ROI
Erin Sagin & Elliott Reid
August 13th 2013
Today’s Agenda
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• 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
Take Part in Live Blogging on Twitter / Google+
• Include the hashtag #qualityscoremaster in your Google+ status updates,Twitter tweets, etc.
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Meet Today’s Experts!
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Erin Sagin
Premier Consultant, WordStream
@erinsagin
@wordstream
Elliott Reid
Search Marketing Analyst, WordStream
@ElliottPReid
@wordstream
Let’s learn a little about you….
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Poll Question 1: Do you know how Quality Score is
calculated?
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a) Yes
b) No
c) What’s Quality Score?
Poll Question 2: Do you actively manage your
account with Quality Score in mind?
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a) Yes
b) No
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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
Google Wants Advertisers to be Relevant
Relevancy
&
Quality
Score
How does Google keep this eco-system working?
Customers Advertisers
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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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So, What Can I Do?
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Components of QS
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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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Improve Click Through Rates
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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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Ad Extensions… the new MUST have
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Are Your Ads Relevant?
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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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Optimizing Landing Pages
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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
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http://www.wordstream.com/larry-kim
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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
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Thank you!
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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