AdWords Quality Score Overview

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ADWORDS QUALITY SCORE

Frederick Vallaeys | @SiliconVallaeyswww.TopTier.us

1@SiliconVallaeys | www.TopTier.us

Agenda2

Why Google Has Quality Score Why Quality Score Matters to You Where to Find Your Quality Score How is Quality Score Calculated Best Practices

@SiliconVallaeys | www.TopTier.us

Why Google Has Quality Score

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Balance the interests of advertisers, users and publishers

Show the most relevant ads possible (and generate clicks)

Note: If the search results for a certain keyword don’t include many ads, it may be a non-commercial query

and it is not likely to be a good keyword for you to try to advertise on

Note: If the search results for a certain keyword don’t include many ads, it may be a non-commercial query

and it is not likely to be a good keyword for you to try to advertise on


How Quality Score Impacts You

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Eligibility Position

Top SlotPrice

Determines whether your ad is eligible to enter the

auction for that query

Determines the relative position of your ad in

relation to the other ads on that result rage

A better quality score reduces the price you

need to bid to maintain a given position

Only high quality ads are eligible to appear

above the natural search results

Extensions

DKI

Determines if your ad is of high enough quality to

use new ad formats

Only ads with high enough Quality Score

can use Dynamic Keyword Insertion

Did you know: The ad in the top position can pay a lower CPC than the next ad if it has a better Quality

Score.

Did you know: The ad in the top position can pay a lower CPC than the next ad if it has a better Quality

Score.@SiliconVallaeys | www.TopTier.us

See Your Quality Score5


See Your Quality Score6

1-10 quality score is just an approximation of how Google expects a keyword to perform. Actual scores are unique for each query.


How Quality Score is Calculated

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Quality Score

Landing PageQuality and

Speed

Other Relevance

Factors

Clickthrough Rate(CTR)

Did you know: ‘Relevance’ to Google is measured through user behavior (click behavior) rather than just

through semantic relevance

Did you know: ‘Relevance’ to Google is measured through user behavior (click behavior) rather than just

through semantic relevance@SiliconVallaeys | www.TopTier.us

Clickthrough Rate8

By far, clickthrough rate is the most important factor contributing to your quality score.

More specific aspects of your setup matter the most, however in the absence of specific data, the more general elements are used

Account CTR

Creative CTR + URL CTR

CTRKeyword CTR


‘Exact Match’ Clickthrough Rate

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The Quality Score number reported in your account is a factor of the CTR when the query EXACTLY matched your keyword

Example Below: If your keyword is broad match ‘blue widgets’ …Query Impacts Quality

Score Number You See?

Impacts Real-Time Quality Score?

Blue widgets Yes Yes – for ‘blue widgets’

Buy blue widgets No Yes – for ‘buy blue widgets’

Blue widgets for free

No Yes – for ‘blue widgets for free’

Take-Away: Quality Score is the same regardless of the match type you use. Use match types to better

target your ads.

Take-Away: Quality Score is the same regardless of the match type you use. Use match types to better

target your ads.@SiliconVallaeys | www.TopTier.us

“Other Relevance Factors”10

Signals unique to the specific query determine the real time quality score: Location, query, time, etc.

Indonesia island

java java

cup coffee

program

C++ java

Take-Away: The quality score reported in your account is different than the quality score used to rank your ad.

Take-Away: The quality score reported in your account is different than the quality score used to rank your ad.

Landing Page11

Landing page quality can help or hurt your Quality Score

Slow page load times can hurt your Quality Score Certain types of websites with poor user

experience are against policy. Violating policy can get an account banned.


Best Practices12

Be Patient Accrue at least 100 impressions to let QS settle

Bid enough to be in top positions at the start Respond to bad QS

Optimize or delete poor QS keywords Experiment

Make changes you think will increase relevance, you can always revert back and still get your old QS

Use broad match to discover new query variations Add good variations to their own ad groups Add poor variations as negative keywords


Coming to Terms With Your Quality Score

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Quality scores of 7-10 are great, 4-6 need work and 1-3 may be poor keywords for your business

Focus primarily on your business goals like ROI and use quality score to help guide your decisions


Learn More14

Download the slides

http://www.toptier.us

Frederick Vallaeys

[email protected]

@SiliconVallaeys

AdWords Quality Score Overview

Technology

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