The introductory slides that were presented at the start of the SAScon Quality Score panel discussion, June 2014

1. Date // Version 1.0 // Copyright 2014 Latitude Digital Marketing Ltd. All rights reserved // Prepared by Latitude for client name
Quality Score
– Separating
the Myths &
Facts

2. Date // Version 1.0 // Copyright 2014 Latitude Digital Marketing Ltd. All rights reserved // Prepared by Latitude for client name
Introducing…
Our Panel
Digital Marketing
is our bread
and butter.
Entrepreneurial in
spirit and natural
problem solvers.
Work with
businesses from
all sectors and
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them grow.
Natural born
digital to English
translators.
Dave Trolle
Head of Direct
Response, Summit
Alistair Dent
Director of Paid
Media, Periscopix
Ben Wightman,
Head of Paid
Search, Latitude

3. Date // Version 1.0 // Copyright 2014 Latitude Digital Marketing Ltd. All rights reserved // Prepared by Latitude for client name
Quality
Score
Defined

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A definition…
What is Quality Score?
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and butter.
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“Quality Score is an estimate of
how relevant your ads,
keywords and landing page are
to a person seeing your ad.”
https://support.google.com/adwords/answer/2454010?hl=en-GB

5. Date // Version 1.0 // Copyright 2014 Latitude Digital Marketing Ltd. All rights reserved // Prepared by Latitude for client name
A definition…
What is Quality Score?
Digital Marketing
is our bread
and butter.
Entrepreneurial in
spirit and natural
problem solvers.
Work with
businesses from
all sectors and
sizes, helping
them grow.
Natural born
digital to English
translators.
“…quality score shows you how
competitive your ads are in the
marketplace by measuring how
relevant your keywords and
landing pages are to customers'
search queries and other input.”
http://advertise.bingads.microsoft.com/en-uk/help-topic/how-
to/50813/what-is-my-quality-score-and-why-does-it-matter

6. Date // Version 1.0 // Copyright 2014 Latitude Digital Marketing Ltd. All rights reserved // Prepared by Latitude for client name
QS interpretation
What is Quality Score?
Quality score is expressed at keyword level as a mark out of 10 for your usefulness to
the searcher. The scores might be interpreted as…
10
9
8
7
6
5
4
3
2
1
Vital (usually given to navigational keywords)
Useful (ad answers the query just right)
Relevant (ad gives a less comprehensive answer)
Not Relevant (however ad is somewhat connected)
Off-topic (ad is completely irrelevant)

7. Date // Version 1.0 // Copyright 2014 Latitude Digital Marketing Ltd. All rights reserved // Prepared by Latitude for client name
QS Ingredients
What is Quality Score?
Digital Marketing
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• Keyword historical CTR
• Display URL historical CTR
• Account historical CTR
• Landing page quality
• Keyword-ad relevance
• Keyword-search relevance
• Geo performance
• Image ad performance (per placement)
• Device performance
https://support.google.com/adwords/answer/2454010?hl=en-GB
Quality Score Factors (Estimated)
CTR
Ad & Keyword
Relevance
Landing Page
Relevance
Other Factors

8. Date // Version 1.0 // Copyright 2014 Latitude Digital Marketing Ltd. All rights reserved // Prepared by Latitude for client name
QS impact
What is Quality Score?
Digital Marketing
is our bread
and butter.
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spirit and natural
problem solvers.
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sizes, helping
them grow.
Natural born
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Quality Score influences:
• how frequently you can enter the ad auction
• your actual cost-per-click
• keyword first page bid estimates
• keyword top-of-page bid estimates
• ad position
• eligibility for ad extensions & other ad formats
Higher Quality Scores = lower CPC and higher ad positions
https://support.google.com/adwords/answer/2454010?hl=en-GB

9. Date // Version 1.0 // Copyright 2014 Latitude Digital Marketing Ltd. All rights reserved // Prepared by Latitude for client name
Quality
Score in
action

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In the auction…
Quality Score in action
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The Auction Formula: Ad Rank = (Max CPC bid * QS) + extension impact
Let’s suppose three advertisers compete for the top-of-page ad placements
as follows and extension impact is equal;
Max CPC Bid Quality Score Ad Rank Ad Position Avg CPC
Advertiser A £10.00 x 5 50 3 £10.00
Advertiser B £8.00 x 7 56 2 £7.15
Advertiser C £6.00 x 10 60 1 £5.61
Advertiser C wins top ad position, while Advertiser A pays the highest cost-per-click!

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In the account…
Quality Score in action
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1 2 3 4 5 6 7 8 9 10
CTR 0.3% 0.3% 0.9% 0.8% 0.7% 0.7% 1.0% 0.0% 1.5% 1.8%
CPC £0.54 £0.62 £0.69 £0.53 £0.57 £0.55 £0.57 £0.00 £0.55 £0.50
0.0%
0.2%
0.4%
0.6%
0.8%
1.0%
1.2%
1.4%
1.6%
1.8%
2.0%
£0.00
£0.10
£0.20
£0.30
£0.40
£0.50
£0.60
£0.70
£0.80
Quality Score
Quality Score: Avg CPC vs CTR

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Impact on Keyword performance…
Quality Score in action
Digital Marketing
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and butter.
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translators.
£5.00
£10.00
£15.00
£20.00
£25.00
£30.00
£35.00
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Quality Score, CPC & Avg Pos: Example Keyword
Quality Score Avg. position Avg. CPC

13. Date // Version 1.0 // Copyright 2014 Latitude Digital Marketing Ltd. All rights reserved // Prepared by Latitude for client name
Quality Score
Myths &
Facts

14. Date // Version 1.0 // Copyright 2014 Latitude Digital Marketing Ltd. All rights reserved // Prepared by Latitude for client name
Questions for
the Panel

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Thank you….