hacking adwords: the secrets to quality score [webinar]

CONFIDENTIAL – DO NOT DISTRIBUTE 1

Webinar: Hacking AdWords:

The Secrets to Quality Score

Larry Kim, Founder/CTO, WordStream

November 4, 2013

Today’s Agenda

• Overview: Why You Should Care about Quality

Score in AdWords

• Revealed: How AdWords Quality Score is Actually

Calculated

• Theory: How One Advertiser Got an Average Quality

Score of 8.8/10!

• Strategy: What Does It All Mean? What should we

do now?

Warning: Lots of Valuable Data Ahead!

larrykim (@larrykim)

Speaker Introduction

Larry Kim

Founder, CTO, WordStream, Inc.

Been doing PPC & SEO for 10 Years!

Provider of 20 Minute PPC Work Week and AdWords Grader

#1 PPC Expert According to PPC Hero!


Take Part in Live Blogging on Twitter / Google+

• Include the hashtag #hackingadwords in your Twitter tweets, Google+ status updates, etc.


Enter for a chance to win $25,000 In Google

AdWords Spend + Free Marketing Tools

Visit www.wordstream.com/gradeandgetpaid for contest

rules and how to enter.


http://www.wordstream.com/gradeandgetpaid

Let’s learn a little about you….


Live-Poll Question #hackingadwords

What’s Your Average Quality Score in AdWords?

a) I don’t know

b) Below average, less than 4/10

c) Average, between 5-7

d) Amazing, 8/10 and higher!


Live-Poll Question

Besides PPC, what other types of marketing outlets do you

utilize? (select all that apply)

a) SEO

b) Email

c) Affiliate Marketing

d) Social Media

e) Other (type responses in questions box)

8

How Quality Score Impacts Ad Position


How Quality Score Impacts Actual CPC


What’s an Average Quality Score? Around 5.1/10


Click Prices Range from -50% to +400%


Cost Per Conversion is Largely Based on QS


The Impact of Quality Score on Cost Per Conversion


How is Quality Score Calculated? Mostly CTR.


How Quality Score is Normalized by Ad Position

Avg Position Between 2.1 and 2.2


How Quality Score is Normalized by Ad Position

Avg Position Between 4.1 and 4.2


It’s Actually an Exponential Relationship


You Can’t Buy Higher QS


What is Expected CTR?


Expected CTR


Example Advertiser with Very High Quality Score


Average Quality Score of 8.8/10!! HOW?!


Slow and Steady Wins the Race


Eliminate the Garbage


Be Intentional


Killer Ads


Example Advertiser With Lousy Quality Score


Low CTR Relative To Expected CTR


Advertiser is Lazy


Awful Keyword Targeting


Ads Not Worth Showing


Tips on Raising Quality Scores


Branded Keywords


AdWords Jackpots


What Does it All Mean?

• QS = Essentially Normalized CTR

• Has a profound impact on CPC and CPA

• Don’t treat PPC ads like display ads (duh.)

Versus:

Grade Your Quality Score with The AdWords Grader!

• A free, instant PPC audit in under a minute!

• Grades your AdWords account performance based on the 8 PPC metrics that really matter

• Compares how you’re doing against other accounts of similar size (monthly spend)

www.wordstream.com/google-adwords


http://www.wordstream.com/google-adwords

• We find all the low hanging

fruit in your account

• You just review / approve the

findings.

• Quick. Easy. Powerful.

• 20 Minutes a Week can

improve your ROI on

AdWords by 20% or more!™

WordStream’s

20 Minute PPC Work Week

www.wordstream.com/ppc-free-trial


Special Offers! Would you like…

A. A free AdWords account audit with a WordStream

Professional

B. A free live demo of WordStream PPC Advisor

C. Nothing at the moment


Your Questions

Thank you for attending WordStream’s webinar!

Benchmark your account today!

http://www.wordstream.com/google-adwords

Don’t forget to sign up for our Free Trial:

http://www.wordstream.com/ppc-free-trial

Or contact us directly: Larry Kim

[email protected]

http://twitter.com/larrykim


mailto:[email protected]

http://twitter.com/larrykim

hacking adwords: the secrets to quality score [webinar]

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