Google Quality Score Workshop: How to Raise Your Quality Score and Increase the Impact of Your Paid...

Google Quality Score Workshop:

Don’t Set It & Forget ItHow to Raise YourGoogle Quality Scoreand Increase the Impactof Your Paid SearchAd Campaigns

Presented by KeywordFirst& hosted by The Social Media Monthly

June 23, 2015

Why Does Quality Score Matter?

Higher Scores Win Higher Rankings

•Quality Score is Google’s ad relevancy metric

•High Quality Score: Google deems your ad highly relevant to searchers

•Higher your ad scores, higher your ad ranks in search auctions

•Higher your ad ranks, more likely clicks convert to sales

What Makes a Quality Score?

5 of 7 Factors You Can InfluenceClick Through Rate (CTR)

Ad Copy Relevancy

Keyword Relevancy

Landing Page Relevancy

Historical Performance


Factor 1: Click Through Rate (CTR)•Most weighted by Google as a user-influenced attribute

•Theory: High CTR = positive user experience, so high CTR deserves high score


Factor 2: Ad Copy Relevancy•Closely related, relevant ad copy improves Quality Score

•Using actual keyword within ad copy improves Quality Score


Factor 3: Keyword Relevancy•Generated by good campaign structure

•When keywords are closely related, scores improve


Factor 4: Landing Page Relevancy•Clean, crisp look & feel = higher score

•Relevant copy = higher score


Factor 5: Historical Performance•How long your keywords perform improves score

•How well your keywords perform over time improves score

How Can You Raise Your Quality Score?

3 Powerful Ways to Influence Quality Score

Improve CTR

Improve Landing Pages

Build Quality History


Improve CTR•Keyword Negatives

•Match Type Breakout

•Sitelinks and Other Extensions

•Targeting


Improve Landing Pages•Google crawls landing pages to assess relevance to keywords

•Choose most relevant landing page for ads at granular level

•Adjust landing page content on a regular basis

•Create specific landing pages aligned with keywords


Build Quality History•Structure campaigns the right way, every time

•Manage campaigns on a regular basis

•If you can’t operate a campaign with the necessary discipline,consider holding the launch until you can

Summing Up

1.Paid Search is not “Set it & forget it” media

2.Any Paid Search campaign requires regular attention to succeed

3.Raising Google Quality Score is one path to successful Paid Search

4.There are 5 of 7 factors in Quality Score you can influence:o Click Through Rate (CTR)o Ad Copy Relevancyo Keyword Relevancyo Landing Page Relevancyo Historical Performance

5.There are 3 powerful ways to influence Quality Score:o Improve CTRo Improve Landing Pageso Build Quality History

Thank You!

Resources:

Raise Quality Score article on The Social Media Monthly http://bit.ly/1Pwm5PE

See Quality Score posts on our FirstWord bloghttp://keywordfirst.com/blog/

Contact:

Kurt Anagnostopoulos http://keywordfirst.com/about-us/our-team/

Co-Founder, [email protected]

Google Quality Score Workshop: How to Raise Your Quality Score and Increase the Impact of Your Paid...

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