In this webinar, Matt Hessler and Anna Sawyer bravely seek out the myths, misunderstandings and freaky data that make Quality Score so hard to understand.
- Account history
- Match types
- Head- and long-tail keywords
- Landing pages
Then, they set you on the right track to PPC Quality Score Success!
Check out Trada Reviews here: http://www.trada.com/trada-reviews/
1. PPC Quality
Score Myths
SED
X PO
E
#PPCqualityscore
trada.com
Wednesday, November 2, 2011
2. PPC Quality
Score Myths
SED
X PO
E
#PPCqualityScore
trada.com
Wednesday, November 2, 2011
3. MythBuster Matt Hessler,
Director of Account Management
@fasterstill
MythBuster Anna Sawyer,
Marketing Manager
@annafsawyer
trada.com
Wednesday, November 2, 2011
4. Quality Score is
complicated,
secretive and
misunderstood.
And there are a
lot of myths about
the way it works.
Matt Hessler: @fasterstill trada.com
Anna Sawyer: @annafsawyer
Wednesday, November 2, 2011
5. So we went to the
source to get the
scoop!
Matt Hessler: @fasterstill trada.com
Anna Sawyer: @annafsawyer
Wednesday, November 2, 2011
6. What elements are What factors
included in improve
Quality Score? Quality Score?
What factors What factors
have no effect on can hurt your
Quality Score? Quality Score?
trada.com
Wednesday, November 2, 2011
7. What is Quality Score?
Quality Score is a
way for Google to
ensure a
consistent and
quality experience
for the user.
Matt Hessler: @fasterstill trada.com
Anna Sawyer: @annafsawyer
Wednesday, November 2, 2011
8. Search advertising
works like an
auction.
Matt Hessler: @fasterstill trada.com
Anna Sawyer: @annafsawyer
Wednesday, November 2, 2011
9. The auction
determines
where ads are
placed on the
search results
page, and how
much an
advertiser
pays for a click.
Matt Hessler: @fasterstill trada.com
Anna Sawyer: @annafsawyer
Wednesday, November 2, 2011
10. But price is not
the only
factor
considered when
determining ad
placement and
click price!
Matt Hessler: @fasterstill trada.com
Anna Sawyer: @annafsawyer
Wednesday, November 2, 2011
11. Landing
Google considers page
quality
some other Relevance of
elements too. keyword and
Combined, these ad to the Account
search query
elements make up Quality
history
Quality Score. Score
Relevance of
Historical
keyword
CTR
to ads
Matt Hessler: @fasterstill trada.com
Anna Sawyer: @annafsawyer
Wednesday, November 2, 2011
12. And then Other
factors
something called...
other factors.
(This could mean
things they are
testing.
Matt Hessler: @fasterstill Anna Sawyer: @annafsawyer
Wednesday, November 2, 2011
13. Google does
NOT disclose
how heavily they
weight each factor.
Matt Hessler: @fasterstill trada.com
Anna Sawyer: @annafsawyer
Wednesday, November 2, 2011
14. Quality Score is
assigned at the
keyword level, and
affects click price
and ad position.
Matt Hessler: @fasterstill trada.com
Anna Sawyer: @annafsawyer
Wednesday, November 2, 2011
15. Quality Score number:
7-10 good
The collection of
factors is given a 6 average
score between
1-10. 1-5 keyword is
underperforming
Matt Hessler: @fasterstill trada.com
Anna Sawyer: @annafsawyer
Wednesday, November 2, 2011
16. What improves
Quality Score? straight from
Using ad groups to make sure each keyword triggers a
relevant ad
Having the userâs query as a keyword in your account
A consistent history of having a high CTR on keywords
A landing page that does not provide a negative user
experience (e.g. many pop-ups, very slow to load)
Having mostly high-quality score keywords in your account
trada.com
Wednesday, November 2, 2011
17. What has no effect
on Quality Score? straight from
Using multiple match types for the same keyword
Grouping high performing keyword together in ad groups
Separating head- and long-tail keywords
Paused or deleted ads and keywords
Using tracking software like Analytics
trada.com
Wednesday, November 2, 2011
18. What can hurt your
Quality Score? straight from
Mismatching ads and keywords
A consistently low CTR
A poor landing page
A large number of low quality score keywords in your
account
trada.com
Wednesday, November 2, 2011
19. If itâs low:
you could pay too
much for clicks
your competitors
You should care will rank above you
about Quality
Score.
your CTR will suffer
it will be hard to ïŹx
Matt Hessler: @fasterstill trada.com
Anna Sawyer: @annafsawyer
Wednesday, November 2, 2011
20. So what should I do
to ensure a high
Quality Score?
Matt Hessler: @fasterstill trada.com
Anna Sawyer: @annafsawyer
Wednesday, November 2, 2011
21. When setting up a
new campaign:
helps with:
Keep ad groups
very small (10 keyword relevance
keywords) and to ad copy
thematically
relevant.
keyword/ad copy
relevance to landing page
click-through rate
(CTR)
trada.com
Wednesday, November 2, 2011
22. When setting up a
new campaign:
helps with:
Make sure every
keyword in an keyword relevance
ad group is to ad copy
included in each
ad.
keyword/ad copy
relevance to landing page
click-through rate
(CTR)
trada.com
Wednesday, November 2, 2011
23. When setting up a
new campaign:
helps with:
Work
backwards by keyword relevance
writing ads based to ad copy
on landing page
copy.
keyword/ad copy
relevance to landing page
click-through rate
(CTR)
trada.com
Wednesday, November 2, 2011
24. When setting up a
new campaign:
helps with:
Or create landing
pages for your ad
groups using a keyword relevance
third-party landing to ad copy
page builder (like
Unbounce.com). keyword/ad copy
relevance to landing page
click-through rate
(CTR)
trada.com
Wednesday, November 2, 2011
25. When setting up a
new campaign:
helps with:
Use SEO tools like
metadata to
determine if keyword relevance
search engines are to ad copy
seeing repetition
of your keywords. keyword/ad copy
relevance to landing page
click-through rate
(CTR)
trada.com
Wednesday, November 2, 2011
26. When setting up a
new campaign:
helps with:
Write
compelling ad keyword relevance
copy that stands to ad copy
out from your
competitors.
keyword/ad copy
relevance to landing page
click-through rate
(CTR)
trada.com
Wednesday, November 2, 2011
27. When curating
your campaign:
helps with:
Constantly rewrite keyword relevance
and test ads (4 at to ad copy
a time).
keyword/ad copy
relevance to landing page
click-through rate
(CTR)
trada.com
Wednesday, November 2, 2011
28. When curating
your campaign:
helps with:
Consider
separating ad keyword relevance
groups to create to ad copy
even more
targeted ad copy.
keyword/ad copy
relevance to landing page
click-through rate
(CTR)
trada.com
Wednesday, November 2, 2011
29. When curating
your campaign:
helps with:
Constantly rewrite
and test landing
pages. Audit keyword relevance
landing pages for to ad copy
SEO, which can be
a good indicator keyword/ad copy
of landing page relevance to landing page
quality.
click-through rate
(CTR)
trada.com
Wednesday, November 2, 2011
30. When curating
your campaign:
Use the ïŹrst helps with:
page bid
estimate tool keyword relevance
to help ensure to ad copy
that your
keywords are keyword/ad copy
priced to serve relevance to landing page
ads on the ïŹrst
page. click-through rate
(CTR)
trada.com
Wednesday, November 2, 2011
31. Hereâs where we take two
minutes to tell you that Trada
can run your PPC campaign
for you and optimize for
Quality Score...
... and it doesnât cost any more
than if you were to run
campaigns on AdWords
yourself.
trada.com
Wednesday, November 2, 2011
32. Trada has a large, global crowd of certiïŹed
paid search experts who do PPC for you.
trada.com
Wednesday, November 2, 2011
33. Many experts work on
your campaign at the
same time.
You get:
Diversity of thinking
Constant optimization
Multiple ad networks
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Wednesday, November 2, 2011
34. and they already know the secrets of
Quality Score!
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Wednesday, November 2, 2011
35. Itâs pay-for-performance.
There are NO fees:
no startup fees, no management fees.
You can get started right away.
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Wednesday, November 2, 2011
36. @fasterstill @annafsawyer
Time for questions!
For more information or to schedule a demo, email
sfox@trada.com
trada.com
Wednesday, November 2, 2011