Understanding and Improving AdWords Quality Score. Larry Kim, Founder, CTO Will Eisner, VP, Product July 21, 2011

Transcription

1 Understanding and Improving AdWords Quality Score Larry Kim, Founder, CTO Will Eisner, VP, Product July 21, 2011

2 Performance Media Platform for online marketers to buy, track, manage, optimize and report on media across all major search, social and display networks.

3 Should you care about Quality Score? If you ve ever felt that You re spending too much on PPC Your competitors seem to be beating you in PPC You re dissatisfied with your ROI with PPC You re overwhelmed by Quality Score All of the Above!! Improving your AdWords Quality Score can help improve all of the above! 3

4 Today s Agenda The Purpose of Quality Score What AdWords Quality Score Means to You How Quality Score is Calculated Example: How Quality Score Impacts Impressions, Ad Position and Cost-Per-Click How to Improve your Quality Score 3 Common Quality Score Myths! Q & A 4

5 But First, Let Us Introduce Ourselves :) Larry Will Been doing PPC & SEO for 10 Years! Both In-house and as a consultant 3 Years ago, he started WordStream! Most recently created a social marketing platform for businesses Today WordStream is an industry-leading provider of a PPC Management Platform and Keyword Research Tools We help people get their website found on the internet! 5

6 The Purpose of Quality Score It s a measure of Relevancy Insures customers find what they re looking for Gives advertisers a reward for creating relevant ads Provides search engines with a sustainable business model Quality Score is a set of algorithms that enable this 3-way synergy. 6

7 How Quality Score is Calculated (in Detail) for Google Search The factors that determine Quality Score (according to Google) are: Click Through Rate Ad Text Relevancy Landing Page Relevancy Other Factors 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 Lets take a look at these components in detail. 7

8 Historical Click-through Rate (CTR) Click Through Rate is the most significant component of Quality Score Relevant ads get more clicks Google uses the wisdom of the crowds to infer relevancy Google considers the CTR of your ads and keywords, as well as your campaign and account, and even other competitor accounts Google normalizes Click Through Rate by ad position Low relevancy ads can t buy themselves a high CTR So the key to Quality Score is getting high click-through rates! There are published best-practices from Google that tend to produce higher CTR s 8

9 Keyword, Ad Text & Landing Page Relevance Factors The Relevance of the Keyword to the ads in it s ad group Keywords in your ad group must be relevant to your ads Keywords in your ad group should be repeated in your ad text Relevance of the keyword and matched ad to the search query The search query that a customer searches for must be relevant to the keywords in your ad group and the ad itself Landing Page Factors Relevancy: The landing page should be relevant to the keywords and ad text Content: The website should feature unique content relevant to your ad, have a privacy policy, avoid pop-ups, and load quickly. Other Factors Google s black box - they don t tell us anything about this 9

10 The Importance of Quality Score Quality Score affects: Impressions Ad Position Cost-Per-Click It indirectly affects conversions as well We ve talked about what Quality Score is and how it s calculated Let s do a detailed example to show exactly how Quality Score impacts these important metrics! 10

11 How Quality Score Affects Impressions Google would rather display no ads at all than display poor quality score ads. Quality Score plays a role in determining if a keyword is relevant enough to enter an ad auction Higher Quality Score = More Impressions & Exposure Minimum First Page Bid is the also inversely proportional to your Quality Score, which means even more Impressions A high Quality Score makes your ads eligible for being displayed above the search results! 11

12 How Quality Score Affects Ad Rank & Actual Cost Per Click An Example Calculation of Ad Rank and Actual CPC: 12

13 WordStream - Summary 13

14 Example of How to Improve Quality Score Follow Google s Best Practices to improve Click Through Rate and Quality Score: Use specific keywords and negative keywords Group together closely related keywords Write relevant text ads and destination pages Repeat! (But this is actually a lot of work ) 14

15 Leverage Tools Outside of AdWords to Improve Quality Score WordStream s PPC Platform is focused on maximizing relevancy, CTR & Quality Score We have innovative technologies that enable Google Best Practices including: PPC Campaign Builders Keyword Expansion Tools Negative Keyword Tools Ad Group Segmentation Tools Keyword Organization Tools QueryStream Management Platform Ad Text Tools 15

16 3 Popular Quality Score Misconceptions! Shocking Quality Score Truths Revealed Plus tips on how to overcome these Top 3 Quality Score issues... 16

17 1) Myth: Quality Score is Lost During An Optimization History of keywords, ad texts and landing pages is preserved when the account is restructured Visible history is reset History to calculate Quality Score is preserved Best Practice: Continuously experiment with improved account structure You can always go back if it wasn t a success! A few bad days of test performance will not ruin your Quality Scores. In order to optimize your client s accounts, we encourage you to run targeted tests on your keywords, ad texts and bids Google AdWords Agency Blog 17

18 2) Myth: Broad Match Hurts Quality Score Changing a keyword from broad to exact match will never improve an advertiser s quality score. Quality Score is based only on the performance of the exact match subset of a broad match keyword. Exact Match [Electric Guitar] Determines quality score Broad Match Electric Guitar Phrase Match Blue Electric Guitars Expanded Match Guitar Strings Figure Courtesy of Google 18

19 3) Myth: Raising Bids Raises Quality Score Quality Score is normalized to compensate for differences in performance for ads in different positions An ad in a higher position is predisposed to get a better CTR An ad above the search results is predisposed to get a better CTR A low quality ad can t buy its way into a top position! e.g. expect 20% CTR e.g. expect 2% CTR 19

20 Summary: Understanding and Improving AdWords Quality Score 1. Quality Score is an objective measurement of the quality of an advertiser s keywords. It s a score from Higher is better. 2. Quality Score influences your impressions, minimum first page bid, ad rank, and your cost per click, and indirectly, your conversion rates These factors are critical for realizing ROI 3. Take Action Perform Account Optimizations that Raise Click Through Rate Selecting specific keywords Matching them up with Relevant Ads & Landing Pages! WordStream for PPC automates these and other PPC management tasks. 20

21 Your Questions Thank you for attending WordStream s webinar on Understanding and Improving Quality Score. Don t forget to sign up for our Free Quality Score Toolkit: Or talk to one of our AdWords Certified Professionals about optimizing your account for Quality Score: Find out more about Acquisio here: 21