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Thank you for joining us!The webinar will begin in just a few minutes
Feel free to chat questions to the meeting Organizer throughout the
webinar. We will leave time at the end to answer as many questions
as possible.
This webinar is brought to you by:
Tips to Boost Quality Score:Structuring Your Account for Success
Account Structure Basics
Create separate Search and Display Network campaigns
Create campaigns for each product, service, or around each
theme
AdWords Example
Account Structure Basics
Create tightly themed ad groups with highly relevant
keywords
Make sure your keywords are in your ad copy and on your
landing pages
Campaign Settings
Campaign Settings
Estimating Account-Level
Quality Score
Export all active keywords into Excel and calculate the
average
Then, sort the keywords into one of AdWords three
categories: Poor, OK, or Great
Estimating Account-Level
Quality Score
Next, you can sort your keyword data by campaign and find
the average QS for each.
Viewing keyword data this way will help you know where to
start with restructuring
Account-Level QS: Case Study
Account-Level QS: Case Study
1. Take advantage of all match types
- You can see which keyword(s) give you a better ROI
- You can boost bids on match types that receive more clicks
and reduce bids on the others and this will improve your CTR
Account-Level QS: Case Study
1. Take advantage of all match types (cont.)
- Impression Threshold: If you have a lot of keywords in your
account that have very low impressions, these keywords will
not be evaluated based on their own Quality Score
Account-Level QS: Case Study
2. Put Keywords in ad copy
Account-Level QS: Case Study
3. Put keywords on landing pages and link to quality, relevant
pages
- If you don’t have control over landing pages, do a landing
page review
Account-Level QS: Case Study
Landing Page Review
Account-Level QS: Case Study
Landing Page Review
Case Study: Evaluation
Quality Score Basics
•Search Network:
Ad Rank = CPC bid x Quality Score
• Display Network:
Ad Rank = Display Network bid x Quality Score
Quality Score Misconceptions
1. Display & Search Quality Scores affect each other
2. Higher ad position benefits your Quality Score
3. Deleting or restructuring low QS elements erases their
history
Tips for Improving Quality Score
Test different ad types
Review your relative CTR
Check your destination URLs
Tips for Improving Quality Score
Check your site speed in Webmaster Tools or Google Analytics