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Webinar: Hacking AdWords:
The Secrets to Quality Score
Larry Kim, Founder/CTO, WordStream
October 28, 2013
Today’s Agenda
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• Overview: Why You Should Care about Quality
Score in AdWords
• Revealed: How AdWords Quality Score is Actually
Calculated
• Theory: How One Advertiser Got an Average Quality
Score of 8.8/10!
• Strategy: What Does It All Mean? What should we
do now?
Warning: Lots of Valuable Data Ahead!
Speaker Introduction
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Larry Kim
Founder, CTO, WordStream, Inc.
Been doing PPC & SEO for 10 Years!
Provider of 20 Minute PPC Work Week and AdWords Grader
#1 PPC Expert According to PPC Hero!
Take Part in Live Blogging on Twitter / Google+
• Include the hashtag #hackingadwords in your Twitter tweets, Google+ status updates, etc.
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Enter for a chance to win $25,000 In Google
AdWords Spend + Free Marketing Tools
Visit www.wordstream.com/gradeandgetpaid for contest
rules and how to enter.
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Let’s learn a little about you….
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Live-Poll Question #perrymarshall
What’s Your Average Quality Score in AdWords?
a) I don’t know
b) Below average, less than 4/10
c) Average, between 5-7
d) Amazing, 8/10 and higher!
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How Quality Score Impacts Ad Position
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How Quality Score Impacts Actual CPC
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What’s an Average Quality Score? Around 5.1/10
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Click Prices Range from -50% to +400%
Cost Per Conversion is Largely Based on QS
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The Impact of Quality Score on Cost Per Conversion
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How is Quality Score Calculated? Mostly CTR.
How Quality Score is Normalized by Ad Position
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Avg Position Between 2.1 and 2.2
How Quality Score is Normalized by Ad Position
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Avg Position Between 4.1 and 4.2
Example Advertiser with Very High Quality Score
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Average Quality Score of 8.8/10!! HOW?!
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Slow and Steady Wins the Race
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Eliminate the Garbage
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Be Intentional
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Killer Ads
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What Does it All Mean?
• QS = Essentially Normalized CTR
• Has a profound impact on CPC and CPA
• Don’t treat PPC ads like display ads (duh.)
Versus:
Grade Your Quality Score with The AdWords Grader!
• 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)
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www.wordstream.com/google-adwords
• We find all the low hanging
fruit in your account
• You just review / approve the
findings.
• Quick. Easy. Powerful.
• 20 Minutes a Week can
improve your ROI on
AdWords by 20% or more!™
WordStream’s
20 Minute PPC Work Week
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www.wordstream.com/ppc-free-trial
Special Offers! Would you like…
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A. A free AdWords account audit with a WordStream
Professional
B. A free live demo of WordStream PPC Advisor
C. Nothing at the moment
Your Questions
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Thank you for attending WordStream’s webinar!
Benchmark your account today!
http://www.wordstream.com/google-adwords
Don’t forget to sign up for our Free Trial:
http://www.wordstream.com/ppc-free-trial
Or contact us directly: Larry Kim
http://twitter.com/larrykim