[WEBINAR] Quality Score Myths: EXPOSED!

#PPCqualityscore

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PPC Quality Score Myths

EXPOSED

Wednesday, November 2, 2011

PPC Quality Score Myths

#PPCqualityScore

trada.com

EXPOSED


MythBuster Anna Sawyer, Marketing Manager@annafsawyer

MythBuster Matt Hessler, Director of Account Management

@fasterstill

trada.comWednesday, November 2, 2011

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Quality Score is complicated, secretive and

misunderstood. And there are a

lot of myths about the way it works.

Matt Hessler: @fasterstill Anna Sawyer: @annafsawyer


So we went to the source to get the

scoop!

trada.comMatt Hessler: @fasterstill Anna Sawyer: @annafsawyer


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What elements areincluded in

Quality Score?

What factors improve

Quality Score?

What factors have no effect on

Quality Score?

What factors can hurt yourQuality Score?


What is Quality Score?

Quality Score is a way for Google to

ensure a consistent and

quality experience for the user.



Search advertising works like an

auction.



The auction determines

where ads are placed on the search results

page, and how much an

advertiser pays for a click.



But price is not the only factor

considered when determining ad placement and

click price!



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Google considers some other

elements too. Combined, these elements make up Quality Score.

Quality Score

HistoricalCTR

Accounthistory

Landing page

qualityRelevance of keyword and

ad to the search query

Relevance ofkeywordto ads



And then something called... other factors. (This could mean things they are

testing.

Otherfactors



Google does NOT disclose

how heavily they weight each factor.



Quality Score is assigned at the

keyword level, and affects click price and ad position.



The collection of factors is given a score between

1-10.

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7-10 good

6 average

1-5 keyword is underperforming

Quality Score number:



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What improves Quality Score?

Using ad groups to make sure each keyword triggers a relevant ad

Having the user’s query as a keyword in your account

A consistent history of having a high CTR on keywords

A landing page that does not provide a negative user experience (e.g. many pop-ups, very slow to load)

Having mostly high-quality score keywords in your account

straight from


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What has no effect on Quality Score?

Using multiple match types for the same keyword

Grouping high performing keyword together in ad groups

Separating head- and long-tail keywords

Paused or deleted ads and keywords

Using tracking software like Analytics

straight from


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What can hurt your Quality Score?

Mismatching ads and keywords

A consistently low CTR

A poor landing page

A large number of low quality score keywords in your account

straight from


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You should care about Quality

Score.

it will be hard to fix

your CTR will suffer

your competitors will rank above you

you could pay too much for clicks

If it’s low:

Matt Hessler: @fasterstill Anna Sawyer: @annafsawyerWednesday, November 2, 2011

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So what should I do to ensure a high Quality Score?



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Keep ad groups very small (10 keywords) and

thematically relevant.

click-through rate (CTR)

keyword/ad copy relevance to landing page

keyword relevance to ad copy

When setting up a new campaign:

helps with:


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Make sure every keyword in an

ad group is included in each

ad.




helps with:



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Work backwards by writing ads based on landing page

copy.





helps with:


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Or create landing pages for your ad

groups using a third-party landing page builder (like Unbounce.com).





helps with:


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Use SEO tools like metadata to determine if

search engines are seeing repetition of your keywords.





helps with:


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Write compelling ad copy that stands

out from your competitors.





helps with:


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Constantly rewrite and test ads (4 at

a time).




When curating your campaign:

helps with:


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Consider separating ad

groups to create even more

targeted ad copy.





helps with:


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Constantly rewrite and test landing

pages. Audit landing pages for

SEO, which can be a good indicator of landing page

quality.

helps with:


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Use the first page bid

estimate tool to help ensure

that your keywords are

priced to serve ads on the first

page.

helps with:


Here’s where we take two minutes to tell you that Trada can run your PPC campaign

for you and optimize for Quality Score...

... and it doesn’t cost any more than if you were to run campaigns on AdWords

yourself.


Trada has a large, global crowd of certified paid search experts who do PPC for you.


Many experts work on your campaign at the

same time.

You get:

Diversity of thinking

Constant optimization

Multiple ad networks


and they already know the secrets of Quality Score!


It’s pay-for-performance.

There are NO fees: no startup fees, no management fees.

You can get started right away.


For more information or to schedule a demo, email [email protected]

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@annafsawyer@fasterstill

Time for questions!


mailto:[email protected]

mailto:[email protected]

[WEBINAR] Quality Score Myths: EXPOSED!

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Transcript of [WEBINAR] Quality Score Myths: EXPOSED!