PPC Quality Score Heroconf 2015 Lisa Raehsler

Lisa Raehsler | @LisaRocksSEM Founder, SEM Strategist | Bing Click Co.

Quality Score: As Relevant As It's Ever Been! aka!Demystifying Quality Score (QS)!

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Throughout time there have been many mythical entities…

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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

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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.

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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

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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

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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

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Formula For The QS

Google –  Expected CTR –  Ad relevance –  Landing page experience –  Max bid –  *Other factors

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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

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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

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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

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•  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

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THANK YOU!

Lisa Raehsler Big Click Co. Connect: Bigclickco.com @LisaRocksSEM