ppc quality score heroconf 2015 lisa raehsler
TRANSCRIPT
Lisa Raehsler | @LisaRocksSEM Founder, SEM Strategist | Bing Click Co.
Quality Score: As Relevant As It's Ever Been! aka!Demystifying Quality Score (QS)!
@LisaRocksSEM
Demystifying Quality Score (QS) • Evaluating Quality Score
– Purpose of the QS – Ad Quality Impact – Importance of the QS – QS Formulas – What’s My QS?
• Optimizing to QS – When QS doesn’t matter
@LisaRocksSEM
Purpose Of The QS
Ensures that the ads being served are relevant to the user so they are more
likely to click, thereby adding credibility to the ad program and revenue for
Google.
@LisaRocksSEM
Ad Quality Impact • Rewards and punishes advertisers
Low QS Impact High QS Impact
Auction eligibility Auction eligibility
Adrank ê Adrank é
CPC é CPC ê
1st / top page est é 1st / top page est ê
Displayed w Ad Ext ê Displayed w Ad Ext é
@LisaRocksSEM
Importance Of The QS
• Google uses the QS to determine when the serve the ads, ad rank, and CPC
• The higher the QS, better the adrank and lower the cost
• The better the adrank the more exposure for your ads
@LisaRocksSEM
Formula For The QS
• It is calculated real-time 1 - 10 • QS in account is an average • Updated in the account about once day • Look at 7 as benchmark, so <7 increase
in CPC, >7 decrease in CPC
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Formula For The QS
Google – Expected CTR – Ad relevance – Landing page experience – Max bid – *Other factors
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Formula For The QS
Bing Ads • Benchmark is 6 • Huge opportunities here to compare QS
cross platforms
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What’s My QS?
Quality score add as a column – Customize columns > Attributes > Qual Score
@LisaRocksSEM
How To Optimize For QS
• Improve the quality of components to improve adrank
• Improving the relationship between search queries, ads, and LPs
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How To Optimize For QS
Components to improve adrank – Expected CTR, history – Historical display URL CTR – Ad text to the query – Geographic success in regions targeted – Performance on different types of devices
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Account Structure
• Splitup adgroups into smaller more specific groups
• The adgroup can have more tailored ads and landing pages
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Keywords
• Look for high impressions and low clicks, low CTR
• Is this keyword still relevant? • Review search queries for keywords to
add or to negative out
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• Custom display URL • Keywords in ads
(headline) for relevancy (bold)
• Compelling copy • Promotions/offers
• Unique features, benefits
• Call-to-action • Mobile preferrred
version • Learn the editorial
guidelines
Ads Texts
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Landing Pages
• Don’t forget mobile
• Oops • Check for a below
ave user experience
Grrrr, I can’t see their site!
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Geo-Targeting
• It's OK to Exclude • Exclude locations • Run a report to see
locations clickers are coming from
• Sort by low quality clicker/ QS
• Exclude them or use bid adjustment
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When QS Doesn’t Matter
• Despite best efforts, it just IS • Very competitive keywords • Competitive brand keywords
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Take With You
• Connection from keyword search to LP • Keyword relevancy • CTR is key • Max Bids