adwords quality score types (and how to improve them)
TRANSCRIPT
Tara Dee West@Koozai_Tara
ADWORDS QUALITY SCORE TYPESAND HOW TO IMPROVE THEM
DID YOUKNOW?
"The Quality Score discounts for above-
average QS keywords have increased from
66% to 200% since 2009"Larry Kim
(WordStream)
Lower CPCs (http://kooz.ai/KIxu35
)
Better ad
positions
Revenue is paramount
Why bother with Quality Score?
WHAT IS QUALITY SCORE“Quality Score is an estimate of how relevant your
ads, keywords, and landing page are to a person
seeing your ad” Source: AdWords
Keyword Level
Account Level
Ad Level
Landing Page
Device
QUALITY SCORE TYPES
PRIMARY QUALITY SCORE FACTORS
Keyword Level Quality Score
Keyword Level Quality Score
Based on historic
CTR
…Or an industry
average
There is an
impression
threshold
It isn’t a number between 1 & 10
Calculated on Exact Match
search queries
Average Position is normalised
QS is based on historic CTR, so
aim for a strong CTR from day
one by structuring well
Use modified broad match
keywords to boost your initial
impressions & get past the
threshold
Normalised average position
isn’t always accurate - if possible
bid up to get the top positions
initially
Try a tool like WordStream’s Audit Tool to see what the industry average CTR is as a benchmark
Add the easy-win keywords first, then add ones that might not perform as well later
Use some exact match keywords - it’s easier to build up a QS as they will always match the search query exactly
KEYWORD LEVEL QUALITY SCORE TIPS & TRICKS
Use ad extensions
Ditch ads with a
CTR of 1.5% or
less
Split test
regularly
Try Dynamic Keyword Insertion
Make the most of the Display URL
Use a variation in the body of the ad
Ad Level Quality Score
Use ad extensions
Ditch ads with a
CTR of 1.5% or
less
Split test
regularly
Try Dynamic Keyword Insertion
Make the most of the Display URL
Use a variation in the body of the ad
Ad Level Quality Score
Use ad extensions
Ditch ads with a
CTR of 1.5% or less
Split test regularlyTry Dynamic
Keyword Insertion
Make the most of the Display URL
Use a variation in the body of the ad
THE IDEAL ADVERT
Account Level Quality Score
Account level Quality Score is the overall historical performance of all the keywords and ads in the account.
It takes time…
Set a brand campaign live first
Location,Location,Location. Create new
campaigns and new
keywords
Landing Page Level Quality Score
Landing Page Level Quality Score
It’s a small piece of
the puzzle
It doesn’t affect
positions, only
eligibility
It’s all about
relevance, rather
than CTR
Reviewed by humans
Bounce rates & time on site are important
Match user expectations & be
transparent
Regularly optimise landing
page speed
http://kooz.ai/1ikv59Y
Content must be unique
(even if blocked via
robots.txt)
Get an outsider to review the
page and give you their
feedback
Identify particularly poor QS landing pages via KW bubble
Ensure your telephone, email & address is presented clearly on the page
Link to your Privacy Policy
LANDING PAGE QUALITY SCORE QUICK FIXES
A GOOD PPC LANDING PAGE
Device Level Quality Score
Device Level Quality Score
Same factors, but a
separate calculation
Location is an even
bigger player for
mobile relevancy
Review mobile
user journey
Segment performance by
device
Don’t be afraid of -100%
Create mobile ad extensions
A BAD MOBILE SITE EXPERIENCE
Quality Score on the Display Network
Measuring Quality Score
Prioritise high impression keywords
& use weighted impression Quality Score
Multiply each keyword Quality Score
by the number of impressions
accrued to that keyword
ADWORDS SCRIPTS FOR TRACKING QUALITY SCORE
Script for Account, Campaign & Ad Group level via Free AdWords Scripts.com http://kooz.ai/1aifJRu
Script for Keyword Level via PPC Epiphany http://kooz.ai/1aifO7C
ADWORDS SCRIPTS FOR TRACKING QUALITY SCORE
Six is the new seven…
RESOURCES • http://www2.webmasterradio.fm/marketing-nirvana/2014/01/06/ad-rank-changes-and-detailed-quality-
score-information-with-fred-vallaeys
• http://www.support.google.com/adwords/answer/2454010?hl=en
• http://www.3qdigital.com/google/why-i-dont-optimize-for-quality-score/
• http://www.ppchero.com/ultimate-guide-to-adwords-quality-score/#ch102
• http://searchengineland.com/quality-score-explained-by-a-former-googler-166007
• http://www.wordstream.com/download/docs/improving_quality_score.pdf
• http://www.searchengineland.com/author/frederick-vallaeys
• http://www.searchengineland.com/7-google-quality-score-ppc-myths-73336
• http://www.wordstream.com/blog/ws/2013/03/05/why-your-keyword-quality-score-is-low
• http://www.wordstream.com/keyword-quality-score
• http://www.searchenginewatch.com/article/2302902/Stop-Obsessing-Over-AdWords-Quality-Score
• http://www.searchengineland.com/what-the-heck-is-adwords-quality-score-169320
• http://www.wordstream.com/download/docs/improving_quality_score.pdf
IMAGE SOURCES • http://www.bigstockphoto.com/image-10292142/stock-photo-question-mark
• http://en.fotolia.com/id/47371157
• http://www.bigstockphoto.com/image-48803654/stock-photo-business-plan-sketch-on-black-wall-with-key-hole
• http://www.bigstockphoto.com/download/bid-7756715/
• http://www.bigstockphoto.com/image-44790412/stock-photo-tokyo-december-29%3A-billboards-in-shinjuku-s-kabuki-cho-district-december-29%2C-2012-in-tokyo%2C-jp-t
• http://www.bigstockphoto.com/image-19459973/stock-photo-stack-of-books-with-a-red-apple-and-a-blackboard-with-a%2B-written-on-it
• http://www.bigstockphoto.com/image-47659984/stock-photo-male-mountain-climber-raising-hands-with-icepick-on-top-of-snowy-peak
• http://www.bigstockphoto.com/image-15076715/stock-photo-open-books-set-isolated-on-white-background-with-clipping-path
• http://www.flickr.com/photos/k9d/8036497500/
• http://www.bigstockphoto.com/image-44191384/stock-photo-blank-billboard
• http://www.bigstockphoto.com/image-292887/stock-photo-measuring-tapemage-43662295/stock-photo-blackboard-time-quality-money
• http://www.fox-and-sons.co.uk/
