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In this webinar, Matt Hessler and Anna Sawyer bravely seek out the myths, misunderstandings and freaky data that make Quality Score so hard to understand. - Account history - Match types - Head- and long-tail keywords - Landing pages Then, they set you on the right track to PPC Quality Score Success! Check out Trada Reviews here: http://www.trada.com/trada-reviews/
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#PPCqualityscore
trada.com
PPC Quality Score Myths
EXPOSED
Wednesday, November 2, 2011
PPC Quality Score Myths
#PPCqualityScore
trada.com
EXPOSED
Wednesday, November 2, 2011
MythBuster Anna Sawyer, Marketing Manager@annafsawyer
MythBuster Matt Hessler, Director of Account Management
@fasterstill
trada.comWednesday, November 2, 2011
trada.com
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
Wednesday, November 2, 2011
So we went to the source to get the
scoop!
trada.comMatt Hessler: @fasterstill Anna Sawyer: @annafsawyer
Wednesday, November 2, 2011
trada.com
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?
Wednesday, November 2, 2011
What is Quality Score?
Quality Score is a way for Google to
ensure a consistent and
quality experience for the user.
trada.comMatt Hessler: @fasterstill Anna Sawyer: @annafsawyer
Wednesday, November 2, 2011
Search advertising works like an
auction.
trada.comMatt Hessler: @fasterstill Anna Sawyer: @annafsawyer
Wednesday, November 2, 2011
The auction determines
where ads are placed on the search results
page, and how much an
advertiser pays for a click.
trada.comMatt Hessler: @fasterstill Anna Sawyer: @annafsawyer
Wednesday, November 2, 2011
But price is not the only factor
considered when determining ad placement and
click price!
trada.comMatt Hessler: @fasterstill Anna Sawyer: @annafsawyer
Wednesday, November 2, 2011
trada.com
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
Matt Hessler: @fasterstill Anna Sawyer: @annafsawyer
Wednesday, November 2, 2011
And then something called... other factors. (This could mean things they are
testing.
Otherfactors
Matt Hessler: @fasterstill Anna Sawyer: @annafsawyer
Wednesday, November 2, 2011
Google does NOT disclose
how heavily they weight each factor.
trada.comMatt Hessler: @fasterstill Anna Sawyer: @annafsawyer
Wednesday, November 2, 2011
Quality Score is assigned at the
keyword level, and affects click price and ad position.
trada.comMatt Hessler: @fasterstill Anna Sawyer: @annafsawyer
Wednesday, November 2, 2011
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:
Matt Hessler: @fasterstill Anna Sawyer: @annafsawyer
Wednesday, November 2, 2011
trada.com
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
Wednesday, November 2, 2011
trada.com
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
Wednesday, November 2, 2011
trada.com
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
Wednesday, November 2, 2011
trada.com
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
trada.com
So what should I do to ensure a high Quality Score?
Matt Hessler: @fasterstill Anna Sawyer: @annafsawyer
Wednesday, November 2, 2011
trada.com
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:
Wednesday, November 2, 2011
trada.com
Make sure every keyword in an
ad group is included in each
ad.
click-through rate (CTR)
keyword/ad copy relevance to landing page
keyword relevance to ad copy
helps with:
When setting up a new campaign:
Wednesday, November 2, 2011
trada.com
Work backwards by writing ads based on landing page
copy.
click-through rate (CTR)
keyword/ad copy relevance to landing page
keyword relevance to ad copy
When setting up a new campaign:
helps with:
Wednesday, November 2, 2011
trada.com
Or create landing pages for your ad
groups using a third-party landing page builder (like Unbounce.com).
click-through rate (CTR)
keyword/ad copy relevance to landing page
keyword relevance to ad copy
When setting up a new campaign:
helps with:
Wednesday, November 2, 2011
trada.com
Use SEO tools like metadata to determine if
search engines are seeing repetition of your keywords.
click-through rate (CTR)
keyword/ad copy relevance to landing page
keyword relevance to ad copy
When setting up a new campaign:
helps with:
Wednesday, November 2, 2011
trada.com
Write compelling ad copy that stands
out from your competitors.
click-through rate (CTR)
keyword/ad copy relevance to landing page
keyword relevance to ad copy
When setting up a new campaign:
helps with:
Wednesday, November 2, 2011
trada.com
Constantly rewrite and test ads (4 at
a time).
click-through rate (CTR)
keyword/ad copy relevance to landing page
keyword relevance to ad copy
When curating your campaign:
helps with:
Wednesday, November 2, 2011
trada.com
Consider separating ad
groups to create even more
targeted ad copy.
click-through rate (CTR)
keyword/ad copy relevance to landing page
keyword relevance to ad copy
When curating your campaign:
helps with:
Wednesday, November 2, 2011
trada.com
click-through rate (CTR)
keyword/ad copy relevance to landing page
keyword relevance to ad copy
When curating your campaign:
Constantly rewrite and test landing
pages. Audit landing pages for
SEO, which can be a good indicator of landing page
quality.
helps with:
Wednesday, November 2, 2011
trada.com
click-through rate (CTR)
keyword/ad copy relevance to landing page
keyword relevance to ad copy
When curating your campaign:
Use the first page bid
estimate tool to help ensure
that your keywords are
priced to serve ads on the first
page.
helps with:
Wednesday, November 2, 2011
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.comWednesday, November 2, 2011
Trada has a large, global crowd of certified paid search experts who do PPC for you.
trada.comWednesday, November 2, 2011
Many experts work on your campaign at the
same time.
You get:
Diversity of thinking
Constant optimization
Multiple ad networks
trada.comWednesday, November 2, 2011
and they already know the secrets of Quality Score!
trada.comWednesday, November 2, 2011
It’s pay-for-performance.
There are NO fees: no startup fees, no management fees.
You can get started right away.
trada.comWednesday, November 2, 2011
For more information or to schedule a demo, email sfox@trada.com
trada.com
@annafsawyer@fasterstill
Time for questions!
Wednesday, November 2, 2011
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