New Google Quality Score Info – What You Need to Know

CONFIDENTIAL – DO NOT DISTRIBUTE 1

The New Quality Score Info –

What You Need To Know!

Larry Kim,

Founder/CTO, WordStream

July 9, 2014

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Larry Kim (@larrykim) #wordstream

Today’s Agenda: Quality Score Secrets

1. How Quality Score Really Works

2. Comparing Google PR vs. Reality

3. How to Get Perfect 10 QS

– Tips for Writing Killer Ads / Picking

Keywords

4. Example Accounts with High and Low QS.

Larry Kim (@larrykim)

About Me

Larry Kim (@larrykim)

• Founder & CTO of WordStream

• Commander of the Google AdWords Quality Score Rebellion

• Had a Kid 8 Weeks Ago (#ppckid)

Let’s learn a little about you….

Poll Question #1: Do You Believe Google?

Is Google Telling The Truth about Quality Score?

• Yes, Absolutely!

• Yes, however details are omitted.

• No, They’re not being transparent

• No idea / No Opinion

Poll Question #2: QS Importance

How Valuable is QS as a PPC Success Metric?

• It’s the most critical AdWords KPI because it impacts

everything in your account (CPC, Ad Position,

Impression Share, CPA, etc.)

• It’s like the “check engine” light in your car

dashboard

• Quality Score is a Useless Metric

• No Idea / No Opinion

Pick the Red

or Blue PillImage via. Kirk Williams (@PPCKirk)

The Rules of the

AdWords Game

Understanding the AdWords Auction

How Quality Score Impacts Ad Position

• AdWords is Like Real Estate: It’s all about Location!

How is Quality

Calculated?

Google Expects WAY More of Your Ads!

QS is Based on Your CTR vs. Expected CTR!

Larry Kim (@larryim) #wordstream

What’s an

Average Quality

Score in 2014?

Avg. Quality Score Has Been Falling.

• Today, average score is 5/10. Previously was 7/10!

How Does Quality

Score Impact

Cost Per Click?

How Quality Score Impacts Actual CPC

How Does Quality

Score Impact

Impressions?

Impression Share vs. Quality Score

• AdWords is Like Real Estate: It’s all about Location!

How Does Ad

Position Impact

Conversion

Rates?

Do Certain Ad Positions Convert Better??

Conv. Rate vs. Average Search Position

How Does Quality

Score Impact

Cost Per Action?

Cost Per Conversion Greatly Impacted by QS

The Impact of Quality Score on Cost Per Conversion

But High QS Not Possible In My Industry!

Real Estate Quality Scores

Finance Industry Quality Scores

Ecommerce Industry Quality Scores

Does Mobile

Impact Quality

Score?

Avg. CTR Drops Off VERY Fast on Mobile

10.00%

1 2 3 4 5 6 7 8 9

Ad Position

Expected CTR, by device

Desktop

Mobile

Tablet

Log. (Desktop)

Log. (Mobile)

Log. (Tablet)

Mobile CTR

drops off

45% from

Position

1 to 2

Account QS Score vs. Mobile Click Share

Mobile Impression Share VERY Competitive

1 2 3 4 5 6 7 8 9

Ad Position

Search Impression share, by device

Desktop

Mobile

Tablet

Linear(Desktop)

Linear(Mobile)

Linear(Tablet)

Much less

likely to show

on mobile vs.

desktop

“Low CTR” =

Losing PPC

Strategy

Quick Recap

1. Below Avg. CTR =

Low QS

2. Low CTR ads:

Have Lower Ad Positions (Fewer Clicks)

Often don’t even get displayed (especially

for mobile)

Get penalized w/ up to 400% higher CPCs

Have up to 64% higher cost per conversion

The High CTR Game for AdWords

1. Be Very Picky. Bid on Only the Best

Keywords and Get HIGH CTRs.

2. Delete Junk Keywords (Bottom Third of

your Account)

Debunking The

New Google Info

New Quality Score White Paper

“Settling The Quality Score”?

Link To PDF File: http://bit.ly/qs-whitepaper

Key Finding #1: They’re Downplaying QS

Quality Score Is a Helpful Diagnostic Tool, Not a Key

Performance Indicator

• Why: Your Quality Score is like a warning light in a

car’s engine that shows how healthy your ads and

keywords are. It’s not meant to be detailed metric

that should be the focus of account management

-- Source: New Google White Paper on Quality

Score.

But Wait – What About This?:

QS is important in order for your ads to be successful

… QS plays a key role in determining your ad's

position and how much you'll pay for a click. In

general, the more relevant your ad, the higher your QS

– and the higher your QS, the better your position and

the less you will have to pay for a click...Being

successful with AdWords means getting your products

or services in front of the people who are most likely to

become your customers and a high Quality Score can

help make that happen.

-- Source: What is AdWords Quality Score and Why

Does It Matter?" from Google (2011)

QS is Based on Your CTR vs. Expected CTR!

Larry Kim (@larryim) #wordstream

New Quality Score Video

Link To PDF File: http://bit.ly/qs-video

How To

Write Great Ads

What’s a Good CTR?

• Even the “Winner” is a Loser!

Your Best Ad Might Be Crap

How Great

Can My CTR Be??

(You’d be

surprised)

Click Through Rate Varies A Lot!!

Some Ads Do 2x, 3x or 6x Above Avg!?

Under-Performing vs. Unicorns

Percentile Vs. ExpectedCTR

Bottom 50% Below Expected CTR

Under-Performing Advertisers

Top 15% 2X Higher Awesome Advertisers

Top 5% 3x Higher Super Awesome Advertisers

Top 1% 6x Higher!! Unicorns

@larrykim

Ad Unicorns?!

(6x Avg. CTR!)

Ad Text Testing

• Same Story – 20% of Ads Generate 92% of Spend

• 20% of Ads Generated 65% of Impressions

• But CPA, CTR, and Conversion Rates vary

@larrykim, @perrymarshall

1. Keywords With High Commercial Intent

Does Dynamic

Keyword Insertion

Matter?

What is Dynamic Keyword Insertion?

2. Dynamic Keyword Insertion (DKI)

2. DKI Doesn’t Produce As Many Unicorns

Do Ad Extensions

Matter?

What Are “Ad Extensions”?

66Larry Kim (@larrykim) #wordstream

3. Ad Extensions Impact on Click Through Rate

3. Ad Extensions Impact on Quality Scores

How To Write

“Unicorn” Ads

4. Most Ads Suck. Create Emotional Ads.

70Larry Kim (@larrykim) #wordstream

Creating “Emotional” Ads

An Example:

Versus…

You Need To Test

100 Ads To Find 1

Unicorn.

Relative Abundance

Name Percentile RelativeAbundance

Vs. ExpectedCTR

Awesome Ads

Top 15% 1:6.7 2X Higher

Super Awesome Ads

Top 5% 1:20 3x Higher

Unicorns Top 1% 1:100 6x Higher!!

You’re Not Testing as Many Ads as You Think…

It’s Not as Hard

As You Think

Most Small Businesses Aren’t That Active

85% of Impressions are From 5% of Ads

Summary: Quality Score Secrets

1. Just Say No to Low CTR / Low QS

2. Write Insane Ads that Get 3x Avg. CTR

3. Google leaves out information in their content

4. Delete Bottom Third of Account / Redeploy Using

RLSA and/or Remarketing

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

• 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

Leads & Landing Page Management Software

New!! Call Tracking Software

Special Offers! Would you like…

a) A FREE live demo of WordStream PPC Advisor

including Call Tracking

b) Get a 1-on-1 AdWords Grader walk-through with a

PPC expert

c) Nothing at the moment

Thank You!

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