[WEBINAR] Quality Score Myths: EXPOSED!

PPC Quality
Score Myths

SED
X PO
E
#PPCqualityscore
trada.com
Wednesday, November 2, 2011

PPC Quality
Score Myths

SED
X PO
E
#PPCqualityScore
trada.com

MythBuster Matt Hessler,
Director of Account Management
@fasterstill

MythBuster Anna Sawyer,
Marketing Manager
@annafsawyer
trada.com

Quality Score is
complicated,
secretive and
misunderstood.
And there are a
lot of myths about
the way it works.

Matt Hessler: @fasterstill trada.com
Anna Sawyer: @annafsawyer

So we went to the
source to get the
scoop!


What elements are What factors
included in improve
Quality Score? Quality Score?

What factors What factors
have no effect on can hurt your
Quality Score? Quality Score?

trada.com

What is Quality Score?

Quality Score is a
way for Google to
ensure a
consistent and
quality experience
for the user.


Search advertising
works like an
auction.


The auction
determines
where ads are
placed on the
search results
page, and how
much an
advertiser
pays for a click.

But price is not
the only
factor
considered when
determining ad
placement and
click price!


Landing
Google considers page
quality
some other Relevance of
elements too. keyword and
Combined, these ad to the Account
search query
elements make up Quality
history
Quality Score. Score

Relevance of
Historical
keyword
CTR
to ads

And then Other
factors
something called...
other factors.
(This could mean
things they are
testing.

Matt Hessler: @fasterstill Anna Sawyer: @annafsawyer

Google does
NOT disclose
how heavily they
weight each factor.


Quality Score is
assigned at the
keyword level, and
affects click price
and ad position.


Quality Score number:

7-10 good
The collection of
factors is given a 6 average
score between
1-10. 1-5 keyword is
underperforming


What improves
Quality Score? straight from

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
trada.com

What has no effect
on Quality Score? straight from

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

trada.com

What can hurt your
Quality Score? straight from

Mismatching ads and keywords

A consistently low CTR

A poor landing page

A large number of low quality score keywords in your
account

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If it’s low:

you could pay too
much for clicks

your competitors
You should care will rank above you
about Quality
Score.
your CTR will suffer

it will be hard to ﬁx

So what should I do
to ensure a high
Quality Score?


When setting up a
new campaign:

helps with:
Keep ad groups
very small (10 keyword relevance
keywords) and to ad copy
thematically
relevant.
keyword/ad copy
relevance to landing page

click-through rate
(CTR)
trada.com

When setting up a
new campaign:

helps with:
Make sure every
keyword in an keyword relevance
ad group is to ad copy
included in each
ad.
keyword/ad copy

click-through rate
(CTR)
trada.com

When setting up a
new campaign:

helps with:
Work
backwards by keyword relevance
writing ads based to ad copy
on landing page
copy.
keyword/ad copy

click-through rate
(CTR)
trada.com

When setting up a
new campaign:

helps with:
Or create landing
pages for your ad
groups using a keyword relevance
third-party landing to ad copy
page builder (like
Unbounce.com). keyword/ad copy

click-through rate
(CTR)
trada.com

When setting up a
new campaign:

helps with:
Use SEO tools like
metadata to
determine if keyword relevance
search engines are to ad copy
seeing repetition
of your keywords. keyword/ad copy

click-through rate
(CTR)
trada.com

When setting up a
new campaign:

helps with:
Write
compelling ad keyword relevance
copy that stands to ad copy
out from your
competitors.
keyword/ad copy

click-through rate
(CTR)
trada.com

When curating
your campaign:

helps with:

Constantly rewrite keyword relevance
and test ads (4 at to ad copy
a time).
keyword/ad copy

click-through rate
(CTR)
trada.com

When curating
your campaign:

helps with:
Consider
separating ad keyword relevance
groups to create to ad copy
even more
targeted ad copy.
keyword/ad copy

click-through rate
(CTR)
trada.com

When curating
your campaign:

helps with:
Constantly rewrite
and test landing
pages. Audit keyword relevance
landing pages for to ad copy
SEO, which can be
a good indicator keyword/ad copy
of landing page relevance to landing page
quality.
click-through rate
(CTR)
trada.com

When curating
your campaign:

Use the ﬁrst helps with:
page bid
estimate tool keyword relevance
to help ensure to ad copy
that your
keywords are keyword/ad copy
priced to serve relevance to landing page
ads on the ﬁrst
page. click-through rate
(CTR)
trada.com

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.com

Trada has a large, global crowd of certiﬁed
paid search experts who do PPC for you.

trada.com

Many experts work on
your campaign at the
same time.

You get:

Diversity of thinking

Constant optimization

Multiple ad networks
trada.com

and they already know the secrets of
Quality Score!

trada.com

It’s pay-for-performance.

There are NO fees:
no startup fees, no management fees.

You can get started right away.

trada.com

@fasterstill @annafsawyer

Time for questions!

For more information or to schedule a demo, email
sfox@trada.com
trada.com

[WEBINAR] Quality Score Myths: EXPOSED!

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[WEBINAR] Quality Score Myths: EXPOSED!