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 webinar, WordStream founder and paid search veteran Larry Kim reveals 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!

1. Webinar: Hacking AdWords:
The Secrets to Quality Score
Larry Kim, Founder/CTO, WordStream
October 28, 2013
CONFIDENTIAL – DO NOT DISTRIBUTE
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2. 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!
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3. 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!
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4. Take Part in Live Blogging on Twitter / Google+
•
Include the hashtag #hackingadwords in your Twitter
tweets, Google+ status updates, etc.
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5. 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.
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6. Let’s learn a little about you….
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7. Live-Poll Question #perrymarshall
What’s Your Average Quality Score in AdWords?
a)
b)
c)
d)
I don’t know
Below average, less than 4/10
Average, between 5-7
Amazing, 8/10 and higher!
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8. How Quality Score Impacts Ad Position
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9. How Quality Score Impacts Actual CPC
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10. What’s an Average Quality Score? Around 5.1/10
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11. Click Prices Range from -50% to +400%

12. Cost Per Conversion is Largely Based on QS
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13. The Impact of Quality Score on Cost Per Conversion
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14. How is Quality Score Calculated? Mostly CTR.

15. How Quality Score is Normalized by Ad Position
Avg Position Between 2.1 and 2.2
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16. How Quality Score is Normalized by Ad Position
Avg Position Between 4.1 and 4.2
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17. Example Advertiser with Very High Quality Score
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18. Average Quality Score of 8.8/10!! HOW?!
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19. Slow and Steady Wins the Race
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20. Eliminate the Garbage
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21. Be Intentional
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22. Killer Ads
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23. 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:

24. 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
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25. WordStream’s
20 Minute PPC Work Week
• 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!™
www.wordstream.com/ppc-free-trial
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26. 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
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27. 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
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