ses new york ads in a quality score world
DESCRIPTION
More and more, ranking well in paid search listings is less and less about how much you pay and more about the "quality" of your ad campaign. But what goes into making up your quality score? In this panel, we'll take a closer look at quality factors and give tips on increasing the perceived relevancy of your campaigns.TRANSCRIPT
@jeffadelsonyan
What is Quality Score?
• Quality Score or Quality Index balances ecosystem
• Ranked on a 1-10 scale (10 = best)
• Higher quality score usually means higher position and lower CPC
What Influences Quality Score?
What Does Quality Score Influence?
How Do I Improve Quality Score?
✔RelevantRelevance Relevance
Ad Group: Black Dog Collars
NONOKe
ywo
rds
keywordskeywords
TIP: Target <8 Unique Keywords Per Ad Group
Ad Group: Black Dog Collars
with Spikes
Ad Group: Black Reflective
Dog Collars
Ad Group: Black Dog Collars with Rhinestones
Ad Group: Black Dog Collars
with Sequins
Ad Group: Black Dog Collars with Gold Buckle
Ad Group: Black Dog Collars with Silver BuckleAd Group:
Black Adjustable Dog CollarsYES!
YES!
TIP: Ask “Does each text ad fit for each keyword in the ad group?”
Ad Group: Black Dog Collars
with Spikes
Text Ad #1 Text Ad #2 Text Ad #3
YES YES MAYBE?
TIP: Don’t Forget About the Landing Page
TIP: Call Things What They Are
Which language is your target audience more likely to use?
“Honey, I’m going to Meineke for some ✗Steering and Suspension Services.”
OR
“Honey, I’m going to Meineke to get my ✔ alignment checked.”
Which language is your target audience more likely to use?
“Honey, I’m going to Meineke for some ✗Steering and Suspension Services.”
OR
“Honey, I’m going to Meineke to get my ✔ alignment checked.”
TIP: Build Your Negatives
TIP: Build Your Negatives
(ADD these as negative keywords)
TIP: Change/Check Location(s)
TIP: Use Search Query Reports
TIP: Broad Match is For “Head” Terms
Phrase & Exact
BroadS
ear
ch V
olu
me
Generic Keywords Specific Keywords
TIP: Incomplete Keywords = New Keywords
Old Keywords: New Keywords:Bridgestone Bridgest
BridgestoBridgeston
Find Tires Find TiFind Tir
TIP: Build for What the Engines See
Gateway Page
Flash Content
Missing Title Tags
Missing rich HTML text
CAUTION: Don’t Ignore ROI & ROAS
Key Takeaways
1. Focus on improving
relevancy
2. Create web pages that are
user-friendly & use SEO
Best Practices
3. Don’t lose sight of ROI
and ROAS
**Note: Even if you have done
everything right, you
might not have a perfect
quality scoreFor more data-driven marketing information, read my blog, AskingSmarterQuestions.com.
Thank you.
OR
email: [email protected]
phone: +1 646 216 8334
follow on Twitter: @jeffadelsonyan
For more data-driven marketing information, read my blog, AskingSmarterQuestions.com.