1. KEYS TO SEARCH ENGINE MARKETING SUCCESS
| QUALITY SCORES | KEYWORD RESEARCH | LANDING PAGES | AD TESTING |

2. GARY HENDERSON
TWEET US @IMDIGITALAGENCY • WWW. INTERACTIVITYMARKETING.COM • GARY@INTERACTIVITYMARKETING.COM

3. QUALITY SCORE OVERVIEW
• Quality Score - Google’s opinion of how relevant your ads, keywords,
and landing pages are to what people are searching for.
• Higher Quality Score = Better chance of ad success
• CPC is important, but Google weighs CPM (cost per thousand
impressions) more heavily -- that’s where its revenue comes from.
TWEET US @IMDIGITALAGENCY • WWW. INTERACTIVITYMARKETING.COM • GARY@INTERACTIVITYMARKETING.COM

4. HOW QUALITY SCORE IS CALCULATED
• Past CTR of keywords and ads
• Relevance of your destination URL
• Keyword relevance
• How relevant a keyword is to your ad and what people are
searching for
• Google’s perceived quality of landing pages
• Geographic performance
• Performance of ads on different devices
•Different scores for different devices
TWEET US @IMDIGITALAGENCY • WWW. INTERACTIVITYMARKETING.COM • GARY@INTERACTIVITYMARKETING.COM

5. BENEFITS OF A HIGH QUALITY SCORE
Cost per Click
Top-of-Page Bid Estimates
Average Ad Positions
TWEET US @IMDIGITALAGENCY • WWW. INTERACTIVITYMARKETING.COM • GARY@INTERACTIVITYMARKETING.COM

6. CHECKING QUALITY SCORE
TWEET US @IMDIGITALAGENCY • WWW. INTERACTIVITYMARKETING.COM • GARY@INTERACTIVITYMARKETING.COM

7. IMPROVING QUALITY SCORE THROUGH KEYWORD RESEARCH
•“Bucket” your keywords-- group together by similarity and goals
•Utilize website analytics to discover which keywords you rank well for/are receiving traffic
from and use them in your ads.
TWEET US @IMDIGITALAGENCY • WWW. INTERACTIVITYMARKETING.COM • GARY@INTERACTIVITYMARKETING.COM

8. IMPROVING QUALITY SCORE THROUGH KEYWORD RESEARCH
• Examine Google’s generated titles and descriptions to find keywords that
Google may be including in your titles/descriptions.
TWEET US @IMDIGITALAGENCY • WWW. INTERACTIVITYMARKETING.COM • GARY@INTERACTIVITYMARKETING.COM

9. ELEMENTS OF SUCCESSFUL LANDING PAGES
• Reaches the right person with the right message
• Gives information that satisfies the visitor’s desire (answers a question or
solves their problem, etc.)
• Call-to-action and form clearly presented above the fold
• Strong headline
• Remove any unnecessary form fields
• PROVIDES INCENTIVE TO CONVERT
• Discount, download, contest, etc.
TWEET US @IMDIGITALAGENCY • WWW. INTERACTIVITYMARKETING.COM • GARY@INTERACTIVITYMARKETING.COM

10. LANDING PAGE PLANNING AND IMPLEMENTATION
• Existing webpages can be used as landing pages as long as they
are highly relevant to the search term.
Search Term
Coastal Carolina
football tickets
TWEET US @IMDIGITALAGENCY • WWW. INTERACTIVITYMARKETING.COM • GARY@INTERACTIVITYMARKETING.COM

11. LANDING PAGE PLANNING AND IMPLEMENTATION
• Create/point to unique landing pages for each ad group/campaign
• Determine your overall goal and type of conversion
Goal Measure of Success
Lead generation Number of submitted forms
Sales Revenue generated from page
Disseminate information Time on page/number of visits
Email sign-ups Number of email addresses gathered
TWEET US @IMDIGITALAGENCY • WWW. INTERACTIVITYMARKETING.COM • GARY@INTERACTIVITYMARKETING.COM

12. BAD LANDING PAGES
TWEET US @IMDIGITALAGENCY • WWW. INTERACTIVITYMARKETING.COM • GARY@INTERACTIVITYMARKETING.COM

13. BAD LANDING PAGES
TWEET US @IMDIGITALAGENCY • WWW. INTERACTIVITYMARKETING.COM • GARY@INTERACTIVITYMARKETING.COM

14. GOOD LANDING PAGES
TWEET US @IMDIGITALAGENCY • WWW. INTERACTIVITYMARKETING.COM • GARY@INTERACTIVITYMARKETING.COM

15. GOOD LANDING PAGES
TWEET US @IMDIGITALAGENCY • WWW. INTERACTIVITYMARKETING.COM • GARY@INTERACTIVITYMARKETING.COM

16. CREATING EFFECTIVE ADS
• Determine highest value landing pages based on average value, per visit value, and number
of transactions
• Use secondary dimensions to determine conversion keywords and use them to write ads that
lead to your highest-value landing pages
TWEET US @IMDIGITALAGENCY • WWW. INTERACTIVITYMARKETING.COM • GARY@INTERACTIVITYMARKETING.COM

17. ONGOING OPTIMIZATION
• Sort by impression
share and examine
keyword ad triggers to
determine conversion
keywords
TWEET US @IMDIGITALAGENCY • WWW. INTERACTIVITYMARKETING.COM • GARY@INTERACTIVITYMARKETING.COM

18. ONGOING OPTIMIZATION
• Delete under-performing ads and keywords to increase budget and impression share for
successful ads and proven conversion keywords
• Create negative match keyword lists
• Continue monitoring successful organic keywords for inclusion into paid search
• Test multiple ad structures, keywords, and calls to action to determine successful
combinations
TWEET US @IMDIGITALAGENCY • WWW. INTERACTIVITYMARKETING.COM • GARY@INTERACTIVITYMARKETING.COM

19. GARY HENDERSON
Interactivity Marketing
Gary@InteractivityMarketing.com
www.InteractivityMarketing.com
@GaryLHenderson
@IMDigitalAgency
TWEET US @IMDIGITALAGENCY • WWW. INTERACTIVITYMARKETING.COM • GARY@INTERACTIVITYMARKETING.COM