Cracking Quality Score
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Webinar with AdAlysis' Brad Geddes and Finch's CEO Bjorn Espenes webinar. Hosted Jan 17, 2017.
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Cracking Quality Score
- 1. Cracking ’s Black Box Inside Information on AdWords Quality Scores
- 2. Overview: What is Quality Score? Why is Quality Score so important? How can you influence It? How can you analyze and increase your Quality Score?
- 3. Bjorn Espenes Co-Founder & CEO Brad Geddes Co-Founder
- 4. finch.com @bjornespenes What is Quality Score?
- 5. @bgTheoryAdAlysis What Is Quality Score
- 6. Ad Rank Bid Estimate: 50% Quality Score Estimate: >40% Ad Extensions Estimate: <10% @bgTheoryAdAlysis
- 7. As QS goes up-position increases or CPCs decrease @bgTheoryAdAlysis
- 8. The Breakdowns for Visible QS @bgTheoryAdAlysis
- 10. Brand term: •6% below average •15% average •46% Above average Why You Can’t Project What is a ‘Good CTR’ @bgTheoryAdAlysis
- 11. Non-brand term: •3.5% below average •8.5% average •14.5% above average Why You Can’t Project What is a ‘Good CTR’ @bgTheoryAdAlysis
- 12. Ad Relevance: Inverse Document Frequency @bgTheoryAdAlysis
- 13. Lodging Ad Description % Off Airfare Airline s Airport Call to Action Cheap / Afford able Deals / Discou nts Destin ation Lodgin g Official Site Online Plan Price / Pricing Servic es Superl ative [Adject ive / Adver bs] Ad Titl e % Off Agency Airfare Airlines Airport Brands Call to Action Cheap / Affordable Deals / Discounts Destination DKI [Dynamic Keyword Insertion Lodging Official Site Online Param Insertion Plan Price / Pricing Sale Source: Microsoft Internal Data. Total Impressions Generated = 298 Million, Total Ads Analyzed = 149k, Analysis Period = 12/1/2014 – 11/30/2015. Note: The categories represent groups of similar keywords. Great Good Insufficient dataPoor @bgTheoryAdAlysis 13
- 14. Reading a Heatmap Ad Description % Off Airfare Airlines Airport Call to Action Cheap / Afforda ble Deals / Discoun ts Destina tion Ad Titl e % Off Airfare Airlines Airport Call to Action Cheap / Affordable Deals / Discounts Lodging Official Site Online Search for Any Flight Online Cheap Flights to SJC Search for any Flight Online 10% off Popular Destinations Some offers are so common, no one cares. @bgTheoryAdAlysis
- 15. Below Average Ad Relevance Usually an indication that you need: •Better organization •Different Ads @bgTheoryAdAlysis
- 16. Sometimes You Don’t Want to Be Completely Relevant @bgTheoryAdAlysis
- 17. Mixing B2B & B2C Ads @bgTheoryAdAlysis
- 18. Non-Linear CTRs are Almost Always Landing Page Issues @bgTheoryAdAlysis
- 19. finch.com @bjornespenes Why is Quality Score So Important?
- 20. finch.com @bjornespenesfinch.com HOW ADWORDS WORKS CTR Quality Score Ad Rank
- 21. finch.com @bjornespenesfinch.com IMPACT ON AD RANK Bid 50% Other <10% QUALITY SCORE >40%
- 22. finch.com @bjornespenes THE MAGIC MOMENT Max CPC Ad Rank Quality Score COST CPA CPV Two engines at work
- 23. finch.com @bjornespenes THE WHEEL OF GOOGLE GOODNESS Each piece is part of a unique click profile that is established each time a prospective customer hits enter in Google’s search box. HIGHER AD RANK HIGHER BID HIGHER POSITION HIGHER CTR HIGHER QUALITY SCORE HIGHER CONVERSION RATE LOWER CPC HIGHER MAX CPC BID MODIFIERS PROGRESSIVE ATTRIBUTION MODELING
- 24. finch.com @bjornespenes How Do I Influence It?
- 25. YOUR PLAYBOOK FOR INFLUENCING QUALITY SCORE 1. Exact Match strategy 2. Single keyword ad groups 3. Building leverage behind each bid 4. Attribution modeling as a strategy
- 27. finch.com @bjornespenes WHY EXACT MATCH WORKS EXACT PHRASE BROAD+ BROAD 5% 3% 2% 0.25% Conversion Rate THE GOLDEN CLICK!
- 28. finch.com @bjornespenes HOW TO FORCE AN EXACT MATCH ski racing pants gortex NEW EXACT MATCH KEYWORD Current keyword bank ski racing pants Search triggers Phrase Match
- 30. finch.com @bjornespenes 4 Ad Groups per Keyword Force the Ad Group vs. Keyword Ad group SINGLE KEYWORD EXACT PHRASE BROAD+ BROAD HOW TO FORCE AN EXACT MATCH
- 31. finch.com @bjornespenes WHY EXACT MATCH WORKS Influence begins here HIGHER BID HIGHER POSITION HIGHER CTR HIGHER QUALITY SCORE HIGHER AD RANK HIGHER CONVERSION RATE Google Wheel of Goodness Exact Match
- 32. finch.com @bjornespenes CASE STUDY: Match Type Strategy Exact Match Increased 358.03% YoY
- 34. finch.com @bjornespenes HIGHER CONVERSION RATE An Exact Match click has a higher conversion rate because of higher relevance. HIGHER AD RANK HIGHER BID HIGHER POSITION HIGHER CTR HIGHER QUALITY SCORE HIGHER CONVERSION RATE LOWER CPC HIGHER MAX CPC BID MODIFIERS PROGRESSIVE ATTRIBUTION MODELING
- 35. finch.com @bjornespenes HIGHER MAX CPC (BID) Fewer clicks means you can set a higher bid and still stay inside your cost target. HIGHER AD RANK HIGHER BID HIGHER POSITION HIGHER CTR HIGHER QUALITY SCORE HIGHER CONVERSION RATE LOWER CPC HIGHER MAX CPC BID MODIFIERS PROGRESSIVE ATTRIBUTION MODELING
- 36. finch.com @bjornespenes HIGHER POSITION Maximizing the bid inside your cost target drives position, which is CRITICAL because... HIGHER AD RANK HIGHER BID HIGHER POSITION HIGHER CTR HIGHER QUALITY SCORE HIGHER CONVERSION RATE LOWER CPC HIGHER MAX CPC BID MODIFIERS PROGRESSIVE ATTRIBUTION MODELING
- 37. finch.com @bjornespenes HIGHER CLICK THROUGH RATE (CTR) Higher CTR has two benefits: 1. More traffic 2. It drives Quality Score (~40%) HIGHER AD RANK HIGHER BID HIGHER POSITION HIGHER CTR HIGHER QUALITY SCORE HIGHER CONVERSION RATE LOWER CPC HIGHER MAX CPC BID MODIFIERS PROGRESSIVE ATTRIBUTION MODELING
- 38. finch.com @bjornespenes HIGHER QUALITY SCORE Quality Score is Google’s way of handicapping Ads based on their ability to earn Google money. HIGHER AD RANK HIGHER BID HIGHER POSITION HIGHER CTR HIGHER QUALITY SCORE HIGHER CONVERSION RATE LOWER CPC HIGHER MAX CPC BID MODIFIERS PROGRESSIVE ATTRIBUTION MODELING
- 39. finch.com @bjornespenes LOWER ACTUAL CPC Quality Score drives Ad Rank, so once you hit position one the relative cost will go down. Remember Brad’s example of how Quality Score and CPC are closely related? HIGHER AD RANK HIGHER BID HIGHER POSITION HIGHER CTR HIGHER QUALITY SCORE HIGHER CONVERSION RATE LOWER CPC HIGHER MAX CPC BID MODIFIERS PROGRESSIVE ATTRIBUTION MODELING
- 40. finch.com @bjornespenes HIGHER MAX CPC Set a higher Max CPC on other keywords because of overall portfolio performance gains. HIGHER AD RANK HIGHER BID HIGHER POSITION HIGHER CTR HIGHER QUALITY SCORE HIGHER CONVERSION RATE LOWER CPC HIGHER MAX CPC BID MODIFIERS PROGRESSIVE ATTRIBUTION MODELING
- 41. finch.com @bjornespenes BID MODIFIERS Bid modifiers for device, re-marketing, locations, etc., add more fuel to compete effectively at each auction. HIGHER AD RANK HIGHER BID HIGHER POSITION HIGHER CTR HIGHER QUALITY SCORE HIGHER CONVERSION RATE LOWER CPC HIGHER MAX CPC BID MODIFIERS PROGRESSIVE ATTRIBUTION MODELING
- 42. finch.com @bjornespenes PROGRESSIVE ATTRIBUTION MODELING How you model your attribution will have major impact on Quality Score. HIGHER AD RANK HIGHER BID HIGHER POSITION HIGHER CTR HIGHER QUALITY SCORE HIGHER CONVERSION RATE LOWER CPC HIGHER MAX CPC BID MODIFIERS PROGRESSIVE ATTRIBUTION MODELING
- 44. finch.com @bjornespenes HOW ATTRIBUTION DRIVES THE VALUE OF A CLICK Last click Last ad click Cross device Last ad click Cross device Phone calls Off line Last ad click Cross device Phone calls $1,000 $2,000 AttributedRevenues $1.00 Max cost per click based on 10% cost of revenue target; 1% conversion rate $2.00 $1.75 $1.55 $1.35 MaxCPC Google Analytics Google AdWords (all-conversions)
- 46. finch.com @bjornespenes AD RANK The concept to the Wheel of Google Goodness uses every trick in the book to drive Ad Rank while staying inside your cost constraints. HIGHER BID HIGHER POSITION HIGHER CTR HIGHER QUALITY SCORE HIGHER CONVERSION RATE LOWER CPC HIGHER MAX CPC BID MODIFIERS PROGRESSIVE ATTRIBUTION MODELING HIGHER AD RANK
- 47. CASE STUDY
- 48. finch.com @bjornespenes CASE STUDY: Avg CPC vs. Match Type
- 49. finch.com @bjornespenes CASE STUDY: CPA vs. Match Type
- 50. finch.com @bjornespenes CASE STUDY: Match Type Strategy Exact Match Increased 358% YoY
- 51. Influencing Quality Score delivers more profitable clicks.
- 52. finch.com @bjornespenes How Should I Analyze & Increase My Quality Score?
- 53. @bgTheory Improving QS: Start with Your Impression Benchmark AdAlysis
- 54. @bgTheory Then Use a Workflow AdAlysis
- 55. @bgTheory What Ad Groups Need Help? AdAlysis https://youtu.be/Df7Lo7CM QiI
- 56. •Use pattern or multi-ad group testing for low volume ad groups •Use A/B testing for your top ad groups @bgTheory Testing for Overall CPI/RPI Increases AdAlysis
- 57. @bgTheory Powerful Ad Testing & QS Analysis AdAlysis
- 58. finch.com @bjornespenesfinch.com Free “Roadmap to Growth” Analysis ● Tracking and attribution validation ● Market coverage (keyword coverage) ● Competitive gap analysis ● Account structure and bidding strategy ● Historic spend analysis with recommendations ● Growth roadmap
- 59. Reviewx What is Quality Score? A great diagnostic tool for your AdWords account health. But not a good KPI. Ad rank is: Max Bid, Quality Score, & Ad Extensions Quality Score is made up of three factors: Expected CTR, Ad Relevance, Landing Pages. ● Expected CTR has a strong correlation between average CPCs and financial impact ● Ad Relevance has a partial correlation between its factors & CPCs ● Landing Pages have a weak correlation between their factors & CPCs Why is Quality Score so important? Quality Score influences everything Google and it will affect your budget. AdWords is made of three factors: Quality Score, Ad Rank and CTR Quality Score has a huge impact on Ad Rank (~40%) How can you influence Quality Score? Many ways but the key strategies that make the “Google Wheel of Goodness” go are: ● Exact match strategy ● Single keyword ad groups ● Building leverage behind each bid ● Attribution modeling as a strategy How can you analyze and increase your Quality Score? Understand your campaign organization and through ad testing.
- 60. Bjorn Espenes in/bjornespenes @bjornespenes Brad Geddes in/ewhisper @bgtheory Programmatic Paid Search Profit-Driven Advertising www.finch.com PPC Software Powerful Ad Testing Made Simple www.adalysis.com QUESTIONS? Let’s Connect!