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Quality Score And PPC Management

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Jonathan Hochman
Jonathan Hochman

Presentation by Jonathan Hochman at SMX Advanced, Seattle, June 2, 2009.

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Quality Score and PPC Account Management SMX Advanced, June 2, 2009, Seattle, WA Jonathan Hochman
What is Quality Score? ,[object Object],[object Object],[object Object],[object Object],[object Object]
Google Quality Score ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],http://adwords.google.com/support/aw/bin/answer.py?hl=en&answer=10215
Microsoft Quality Based Ranking ,[object Object],[object Object],[object Object],[object Object],[object Object]
Yahoo! Quality Index ,[object Object],[object Object],[object Object],[object Object],[object Object]
Google QS Optimization ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
QS Optimization in Action ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Marginal Keywords ,[object Object],[object Object]
What to do about QS 5 keyword? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
QS is Relative ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Homonyms, Heteronyms, and Capitonyms ,[object Object],Do words with different meanings hurt Quality Score?
A/B Testing of Ad Versions ,[object Object],[object Object],[object Object]
Invalid A/B Testing ,[object Object],[object Object],[object Object],Which ad is better? Unsure, due to QS effects Data has been anonymized 0.77% B - www.DomainName.com 1.01% A - www.domainname.com
Changing Display URLs ,[object Object],[object Object]
Launching New Accounts ,[object Object],[object Object]
Cautious Launch Strategy ,[object Object],[object Object],[object Object],[object Object],[object Object]
Self-Managed Accounts ,[object Object],[object Object]
QS Crash and Burn ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Should QS be Bought and Sold? ,[object Object],[object Object],[object Object]
$20,000/month PPC Account ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
QS adds Hair to PPC Management ,[object Object],[object Object],[object Object]
CTR and Avg. Position It’s hard to understand the correlation between CTR and ad rank due to multiple causes and effects.
All Changes are Bad™ ,[object Object],[object Object]
QS and Innovation ,[object Object],[object Object]
An Advertiser’s Wishlist ,[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object],Sponsored Links

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Quality Score And PPC Management

  • 1. Quality Score and PPC Account Management SMX Advanced, June 2, 2009, Seattle, WA Jonathan Hochman
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  • 22. CTR and Avg. Position It’s hard to understand the correlation between CTR and ad rank due to multiple causes and effects.
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