PPC Quality Score: As Relevant As It's Ever Been It may seem like the simplest of PPC ideas, but it's as important as ever. Learn the most important components to increase your quality scores and how they can impact the overall success of your paid search campaigns.

1. Lisa Raehsler | @LisaRocksSEM
Founder, SEM Strategist | Bing Click Co.
Quality Score: As Relevant As It's Ever
Been!
aka!
Demystifying Quality Score (QS)!

2. @LisaRocksSEM
Throughout time there have been many
mythical entities…

3. @LisaRocksSEM

4. @LisaRocksSEM

5. @LisaRocksSEM

6. @LisaRocksSEM
Demystifying Quality Score (QS)
• Evaluating Quality Score
– Purpose of the QS
– Ad Quality Impact
– Importance of the QS
– QS Formulas
– What’s My QS?
• Optimizing to QS
– When QS doesn’t matter

7. @LisaRocksSEM
Evaluating Quality Score

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Purpose Of The QS
Ensures that the ads being served are
relevant to the user so they are more
likely to click, thereby adding credibility
to the ad program and revenue for
Google.

9. @LisaRocksSEM
Ad Quality Impact
• Rewards and punishes advertisers
Low QS Impact High QS Impact
Auction eligibility Auction eligibility
Adrank ê Adrank é
CPC é CPC ê
1st / top page est é 1st / top page est ê
Displayed w Ad Ext ê Displayed w Ad Ext é

10. @LisaRocksSEM
Importance Of The QS
• Google uses the QS to determine when
the serve the ads, ad rank, and CPC
• The higher the QS, better the adrank
and lower the cost
• The better the adrank the more
exposure for your ads

11. @LisaRocksSEM
Formula For The QS
• It is calculated real-time 1 - 10
• QS in account is an average
• Updated in the account about once day
• Look at 7 as benchmark, so <7 increase
in CPC, >7 decrease in CPC

12. @LisaRocksSEM
Formula For The QS
Google
– Expected CTR
– Ad relevance
– Landing page experience
– Max bid
– *Other factors

13. @LisaRocksSEM
Formula For The QS
Bing Ads
• Benchmark is 6
• Huge opportunities here to compare QS
cross platforms

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What’s My QS?
1. “Speech bubble”
– Next to keyword status to see QS details

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What’s My QS?
Quality score add as a column
– Customize columns > Attributes > Qual Score

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Optimizating To Quality Score

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How To Optimize For QS
• Improve the quality of components to
improve adrank
• Improving the relationship between
search queries, ads, and LPs

18. @LisaRocksSEM
How To Optimize For QS
Components to improve adrank
– Expected CTR, history
– Historical display URL CTR
– Ad text to the query
– Geographic success in regions targeted
– Performance on different types of devices

19. @LisaRocksSEM
Account Structure
• Splitup adgroups into smaller more
specific groups
• The adgroup can have more tailored
ads and landing pages

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Keywords
• Look for high impressions and low
clicks, low CTR
• Is this keyword still relevant?
• Review search queries for keywords to
add or to negative out

21. @LisaRocksSEM
• Custom display URL
• Keywords in ads
(headline) for relevancy
(bold)
• Compelling copy
• Promotions/offers
• Unique features,
benefits
• Call-to-action
• Mobile preferrred
version
• Learn the editorial
guidelines
Ads Texts

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Landing Pages
• Don’t forget
mobile
• Oops
• Check for a below
ave user
experience
Grrrr, I
can’t see
their site!

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Geo-Targeting
• It's OK to Exclude
• Exclude locations
• Run a report to see
locations clickers are
coming from
• Sort by low quality
clicker/ QS
• Exclude them or use
bid adjustment

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Should I delete the next slide?

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Ad Extensions (Text Ads)

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When QS Doesn’t Matter
• Despite best efforts, it just IS
• Very competitive keywords
• Competitive brand keywords

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Take With You
• Connection from keyword search to LP
• Keyword relevancy
• CTR is key
• Max Bids

28. @LisaRocksSEM
THANK YOU!
Lisa Raehsler
Big Click Co.
Connect:
Bigclickco.com
@LisaRocksSEM