Ad Auction, Quality Score, Ad Rank Google AdWords...Click-Through Rate is the most important factor...
Transcript of Ad Auction, Quality Score, Ad Rank Google AdWords...Click-Through Rate is the most important factor...
Google AdWords: Ad Auction, Quality Score, Ad Rank
Ad Rank
What is Quality Score? Quality Score is Google's rating of the quality and relevance of both your keywords and PPC ads. It is used to determine your cost per click (CPC) and multiplied by your maximum bid to determine your ad rank in the ad auction process. Your Quality Score depends on multiple factors, including:
Google Confidential and Proprietary
What does Quality Score influence?
Eligibility
Determines whether your ad is eligible to enter the
auction for that query
Google Confidential and Proprietary
PositionDetermines the relative position of your ad in
relation to the other ads on that result rage
Top SlotOnly high quality ads are eligible to appear
above the natural search results
PriceA better Quality Score reduces the price you
need to bid to maintain a given position
Evaluating Ad Rank on Search
QualityScore
Max CPC
Google Confidential and Proprietary
Extensions &Ad formats
Click-Through Rate (CTR)Click-Through Rate is the most important factor contributing to your
Quality Score.
Google takes into account the historical CTR of the Ad and its estimates of the future CTR.
Creative
Query
Keyword CTR
Google Confidential and Proprietary
We use relevancy signals unique to the specific query to help inform our quality predictions
Indonesia island
java java
cup coffee
program
C++ java
Relevancy
Google Confidential and Proprietary
Setting up Campaign Goals:
Your #1 Goal is Donations, but…
There are two exceptions: brand terms and disaster relief.
Relevancy is Everything
Bad News ▪You can’t run ads on keywords if you don’t have the precise content the user is looking for
Good News▪You can build content to make yourself relevant for anything
☹
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Nobody Is Searching for a Place to Give MoneyPeople ARE searching for information
Awareness
Interest
Intent
Purchase
Monthly Google Search Volume“About The Rainforest” – 5,000,000“Deforestation” – 457,000
“Save the Rainforest” – 33,000
“Rainforest Charities” - 880
“Creative” email captureAbout the Rainforest
Deforestation
Save the Rainforest
Charities
Sign an online petition
Get Involved, volunteer, share
Donations, memberships, sales
Focus on the top of the funnel
List Building with Google Ad Grants
Before (1/1/13 – 7/31/13) 0 newsletter signups
After (8/1/13 – 8/31/14) 14,278 emails collected
List Building with Google Ad Grants
▪ Hundreds of thousands of emails collected
▪ 2 custom emails before general list inclusion
▪ Online donations now on par with offline
Website 1st, Google Grants 2nd
Goals, goals, goals
• Does your website easily capture emails, Facebook likes & Twitter follows?
• Do you know what a supporter is worth?
• Do you have a landing page for additional goals?