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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• Include the hashtag #wordstream
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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 Pill
Image via. Kirk Williams (@PPCKirk)

Understanding the AdWords Auction

How Quality Score Impacts Ad Position
• AdWords is Like Real Estate: It’s all about
Location!

How is Quality
Score
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
0.00%
1.00%
2.00%
3.00%
4.00%
5.00%
6.00%
7.00%
8.00%
9.00%
10.00%
1 2 3 4 5 6 7 8 9
SearchCTR
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
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
1 2 3 4 5 6 7 8 9
SearchImpressionShare
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)

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)

New Quality Score Video
Link To PDF File: http://bit.ly/qs-video

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. Expected
CTR
Name
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

What Are “Ad Extensions”?
66

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.
70

Creating “Emotional” Ads

An Example:

Versus…

You Need To Test
100 Ads To Find 1
Unicorn.

Relative Abundance
Name Percentile Relative
Abundance
Vs. Expected
CTR
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!

New Google Quality Score Info – What You Need to Know

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New Google Quality Score Info – What You Need to Know