Date // Version 1.0 // Copyright 2014 Latitude Digital Marketing Ltd. All rights reserved // Prepared by Latitude for client name Quality Score – Separating the Myths & Facts
Date // Version 1.0 // Copyright 2014 Latitude Digital Marketing Ltd. All rights reserved // Prepared by Latitude for client name
Quality Score – Separating the Myths &
Facts
Date // Version 1.0 // Copyright 2014 Latitude Digital Marketing Ltd. All rights reserved // Prepared by Latitude for client name
Introducing…Our Panel
Digital Marketing is our bread and butter.
Entrepreneurial in spirit and natural problem solvers.
Work with businesses from
all sectors and sizes, helping
them grow.
Natural born digital to English
translators.
Dave TrolleHead of Direct Response, Summit
Alistair DentDirector of Paid Media, Periscopix
Ben Wightman, Head of Paid Search, Latitude
Date // Version 1.0 // Copyright 2014 Latitude Digital Marketing Ltd. All rights reserved // Prepared by Latitude for client name
Quality Score
Defined
Date // Version 1.0 // Copyright 2014 Latitude Digital Marketing Ltd. All rights reserved // Prepared by Latitude for client name
A definition…What is Quality Score?
Digital Marketing is our bread and butter.
Entrepreneurial in spirit and natural problem solvers.
Work with businesses from
all sectors and sizes, helping
them grow.
Natural born digital to English
translators.
“Quality Score is an estimate of how relevant your ads, keywords and landing page are to a person seeing your ad.”
https://support.google.com/adwords/answer/2454010?hl=en-GB
Date // Version 1.0 // Copyright 2014 Latitude Digital Marketing Ltd. All rights reserved // Prepared by Latitude for client name
A definition…What is Quality Score?
Digital Marketing is our bread and butter.
Entrepreneurial in spirit and natural problem solvers.
Work with businesses from
all sectors and sizes, helping
them grow.
Natural born digital to English
translators.
“…quality score shows you how competitive your ads are in the marketplace by measuring how relevant your keywords and landing pages are to customers' search queries and other input.”http://advertise.bingads.microsoft.com/en-uk/help-topic/how-to/50813/what-is-my-quality-score-and-why-does-it-matter
Date // Version 1.0 // Copyright 2014 Latitude Digital Marketing Ltd. All rights reserved // Prepared by Latitude for client name
QS interpretationWhat is Quality Score?
Quality score is expressed at keyword level as a mark out of 10 for your usefulness to the searcher. The scores might be interpreted as…
10987654321
Vital (usually given to navigational keywords)
Useful (ad answers the query just right)
Relevant (ad gives a less comprehensive answer)
Not Relevant (however ad is somewhat connected)
Off-topic (ad is completely irrelevant)
Date // Version 1.0 // Copyright 2014 Latitude Digital Marketing Ltd. All rights reserved // Prepared by Latitude for client name
QS IngredientsWhat is Quality Score?
Digital Marketing is our bread and butter.
Entrepreneurial in spirit and natural problem solvers.
Work with businesses from
all sectors and sizes, helping
them grow.
Natural born digital to English
translators.
• Keyword historical CTR• Display URL historical CTR• Account historical CTR• Landing page quality• Keyword-ad relevance• Keyword-search relevance• Geo performance• Image ad performance (per placement)• Device performance
https://support.google.com/adwords/answer/2454010?hl=en-GB
Quality Score Factors (Estimated)
CTR
Ad & Keyword Rel-evance
Landing Page Rel-evance
Other Factors
Date // Version 1.0 // Copyright 2014 Latitude Digital Marketing Ltd. All rights reserved // Prepared by Latitude for client name
QS impactWhat is Quality Score?
Digital Marketing is our bread and butter.
Entrepreneurial in spirit and natural problem solvers.
Work with businesses from
all sectors and sizes, helping
them grow.
Natural born digital to English
translators.
Quality Score influences:
• how frequently you can enter the ad auction• your actual cost-per-click• keyword first page bid estimates• keyword top-of-page bid estimates• ad position• eligibility for ad extensions & other ad formats
Higher Quality Scores = lower CPC and higher ad positions
https://support.google.com/adwords/answer/2454010?hl=en-GB
Date // Version 1.0 // Copyright 2014 Latitude Digital Marketing Ltd. All rights reserved // Prepared by Latitude for client name
Quality Score in
action
Date // Version 1.0 // Copyright 2014 Latitude Digital Marketing Ltd. All rights reserved // Prepared by Latitude for client name
In the auction…Quality Score in action
Digital Marketing is our bread and butter.
Entrepreneurial in spirit and natural problem solvers.
Natural born digital to English
translators.
The Auction Formula: Ad Rank = (Max CPC bid * QS) + extension impact
Let’s suppose three advertisers compete for the top-of-page ad placements as follows and extension impact is equal;
Max CPC Bid Quality Score Ad Rank Ad Position Avg CPC
Advertiser A £10.00 x 5 50 3 £10.00
Advertiser B £8.00 x 7 56 2 £7.15
Advertiser C £6.00 x 10 60 1 £5.61
Advertiser C wins top ad position, while Advertiser A pays the highest cost-per-click!
Date // Version 1.0 // Copyright 2014 Latitude Digital Marketing Ltd. All rights reserved // Prepared by Latitude for client name
In the account…Quality Score in action
Digital Marketing is our bread and butter.
Entrepreneurial in spirit and natural problem solvers.
Natural born digital to English
translators.
1 2 3 4 5 6 7 8 9 10 1 2 3 4 5 6 7 8 9 10
CTR 0.0034469551895825
4
0.0025804866060457
1
0.0092725770419561
2
0.0077525841947315
8
0.0067339268989555
3
0.0066713626229050
1
0.0096448398100461
5
0 0.0150351827048237
0.0175656450695065
CPC 0.537777777777778
0.61952380952381
0.691936193619362
0.530713073005094
0.566047535211267
0.554668411867365
0.56693018955155
0 0.54861982434128
0.499150757838712
£0.05
£0.15
£0.25
£0.35
£0.45
£0.55
£0.65
£0.75
0.1%
0.3%
0.5%
0.7%
0.9%
1.1%
1.3%
1.5%
1.7%
1.9%
Quality Score: Avg CPC vs CTR
Quality Score
Date // Version 1.0 // Copyright 2014 Latitude Digital Marketing Ltd. All rights reserved // Prepared by Latitude for client name
Impact on Keyword performance…Quality Score in action
Digital Marketing is our bread and butter.
Natural born digital to English
translators.
28-Mar
29-Mar
30-Mar
31-Mar
1-Apr
2-Apr
3-Apr
4-Apr
5-Apr
6-Apr
7-Apr
8-Apr
9-Apr
10-Apr
11-Apr
12-Apr
13-Apr
14-Apr
15-Apr
16-Apr
1
2
3
4
5
6
7
8
9
10
£5.00
£10.00
£15.00
£20.00
£25.00
£30.00
£35.00Quality Score, CPC & Avg Pos: Example Keyword
Quality Score Avg. position Avg. CPC
Date // Version 1.0 // Copyright 2014 Latitude Digital Marketing Ltd. All rights reserved // Prepared by Latitude for client name
Quality Score Myths
& Facts
Date // Version 1.0 // Copyright 2014 Latitude Digital Marketing Ltd. All rights reserved // Prepared by Latitude for client name
Questions for the
Panel
Date // Version 1.0 // Copyright 2014 Latitude Digital Marketing Ltd. All rights reserved // Prepared by Latitude for client name
Thank you….