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For more information visit, www.wordstream.com Did you know that a higher than average Quality Score in AdWords can save you up to 50% on your cost per click? Those savings carry over to your CPA too – advertisers with high Quality Scores save up to 80% on cost per conversion! Google's exact formula for calculating Quality Score is famously mysterious. So how do you know how to make improvements? In this free webinar, WordStream founder and paid search veteran Larry Kim will reveal the secrets to hacking AdWords Quality Score. You'll learn: - Why you should care about Quality Score in AdWords - How AdWords Quality Score is actually calculated - Case Study: How one advertiser got an average Quality score of 8.8/10! - What does it all mean? And what you should be doing now!
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CONFIDENTIAL – DO NOT DISTRIBUTE 1
Webinar: Hacking AdWords:
The Secrets to Quality Score
Larry Kim, Founder/CTO, WordStream
November 4, 2013
Today’s Agenda
• 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!
larrykim (@larrykim)
Speaker Introduction
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!
larrykim (@larrykim)
Take Part in Live Blogging on Twitter / Google+
• Include the hashtag #hackingadwords in your Twitter tweets, Google+ status updates, etc.
larrykim (@larrykim)
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.
CONFIDENTIAL – DO NOT DISTRIBUTE 5
Let’s learn a little about you….
larrykim (@larrykim)
Live-Poll Question #hackingadwords
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!
larrykim (@larrykim)
Live-Poll Question
Besides PPC, what other types of marketing outlets do you
utilize? (select all that apply)
a) SEO
b) Email
c) Affiliate Marketing
d) Social Media
e) Other (type responses in questions box)
8
How Quality Score Impacts Ad Position
larrykim (@larrykim)
How Quality Score Impacts Actual CPC
larrykim (@larrykim)
What’s an Average Quality Score? Around 5.1/10
larrykim (@larrykim)
Click Prices Range from -50% to +400%
larrykim (@larrykim)
Cost Per Conversion is Largely Based on QS
larrykim (@larrykim)
The Impact of Quality Score on Cost Per Conversion
larrykim (@larrykim)
How is Quality Score Calculated? Mostly CTR.
larrykim (@larrykim)
How Quality Score is Normalized by Ad Position
Avg Position Between 2.1 and 2.2
larrykim (@larrykim)
How Quality Score is Normalized by Ad Position
Avg Position Between 4.1 and 4.2
larrykim (@larrykim)
It’s Actually an Exponential Relationship
larrykim (@larrykim)
You Can’t Buy Higher QS
larrykim (@larrykim)
What is Expected CTR?
larrykim (@larrykim)
What is Expected CTR?
larrykim (@larrykim)
Expected CTR
larrykim (@larrykim)
Example Advertiser with Very High Quality Score
larrykim (@larrykim)
Average Quality Score of 8.8/10!! HOW?!
larrykim (@larrykim)
Slow and Steady Wins the Race
larrykim (@larrykim)
Eliminate the Garbage
larrykim (@larrykim)
Be Intentional
larrykim (@larrykim)
Killer Ads
larrykim (@larrykim)
Example Advertiser With Lousy Quality Score
larrykim (@larrykim)
Low CTR Relative To Expected CTR
larrykim (@larrykim)
Advertiser is Lazy
larrykim (@larrykim)
Awful Keyword Targeting
larrykim (@larrykim)
Ads Not Worth Showing
larrykim (@larrykim)
Tips on Raising Quality Scores
larrykim (@larrykim)
Branded Keywords
larrykim (@larrykim)
AdWords Jackpots
CONFIDENTIAL – DO NOT DISTRIBUTE 36
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)
www.wordstream.com/google-adwords
larrykim (@larrykim)
• 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
www.wordstream.com/ppc-free-trial
larrykim (@larrykim)
Special Offers! Would you like…
A. A free AdWords account audit with a WordStream
Professional
B. A free live demo of WordStream PPC Advisor
C. Nothing at the moment
larrykim (@larrykim)
Your Questions
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
lkim@wordstream.com
http://twitter.com/larrykim
larrykim (@larrykim)
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