New Google Quality Score Info – What You Need to Know
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CONFIDENTIAL – DO NOT DISTRIBUTE 1
The New Quality Score Info –
What You Need To Know!
Larry Kim,
Founder/CTO, WordStream
July 9, 2014
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Win a $25 Amazon Gift Card!!
• Include the hashtag #wordstream
and me (@larrykim) in your tweets
• Prizes Awarded For Either …
–Best Tip
–Funniest Tweet
Larry Kim (@larrykim) #wordstream
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Today’s Agenda: Quality Score Secrets
1. How Quality Score Really Works
2. Comparing Google PR vs. Reality
3. How to Get Perfect 10 QS
– Tips for Writing Killer Ads / Picking
Keywords
4. Example Accounts with High and Low QS.
Larry Kim (@larrykim)
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About Me
Larry Kim (@larrykim)
• Founder & CTO of WordStream
• Commander of the Google AdWords Quality Score Rebellion
• Had a Kid 8 Weeks Ago (#ppckid)
Larry Kim (@larrykim) #wordstream
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Let’s learn a little about you….
Larry Kim (@larrykim) #wordstream
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Poll Question #1: Do You Believe Google?
Is Google Telling The Truth about Quality Score?
• Yes, Absolutely!
• Yes, however details are omitted.
• No, They’re not being transparent
• No idea / No Opinion
Larry Kim (@larrykim) #wordstream
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Poll Question #2: QS Importance
How Valuable is QS as a PPC Success Metric?
• It’s the most critical AdWords KPI because it impacts
everything in your account (CPC, Ad Position,
Impression Share, CPA, etc.)
• It’s like the “check engine” light in your car
dashboard
• Quality Score is a Useless Metric
• No Idea / No Opinion
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CONFIDENTIAL – DO NOT DISTRIBUTE 8
Pick the Red
or Blue PillImage via. Kirk Williams (@PPCKirk)
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The Rules of the
AdWords Game
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Understanding the AdWords Auction
CONFIDENTIAL – DO NOT DISTRIBUTE 10
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How Quality Score Impacts Ad Position
• AdWords is Like Real Estate: It’s all about Location!
Larry Kim (@larrykim) #wordstream
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How is Quality
Score
Calculated?
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Google Expects WAY More of Your Ads!
Larry Kim (@larrykim) #wordstream
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QS is Based on Your CTR vs. Expected CTR!
Larry Kim (@larryim) #wordstream
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What’s an
Average Quality
Score in 2014?
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Avg. Quality Score Has Been Falling.
• Today, average score is 5/10. Previously was 7/10!
Larry Kim (@larrykim) #wordstream
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How Does Quality
Score Impact
Cost Per Click?
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How Quality Score Impacts Actual CPC
Larry Kim (@larrykim) #wordstream
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CONFIDENTIAL – DO NOT DISTRIBUTE 20
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How Does Quality
Score Impact
Impressions?
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Impression Share vs. Quality Score
• AdWords is Like Real Estate: It’s all about Location!
Larry Kim (@larrykim) #wordstream
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How Does Ad
Position Impact
Conversion
Rates?
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Do Certain Ad Positions Convert Better??
Larry Kim (@larrykim) #wordstream
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Conv. Rate vs. Average Search Position
Larry Kim (@larrykim) #wordstream
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How Does Quality
Score Impact
Cost Per Action?
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Cost Per Conversion Greatly Impacted by QS
Larry Kim (@larrykim) #wordstream
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The Impact of Quality Score on Cost Per Conversion
Larry Kim (@larrykim) #wordstream
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But High QS Not Possible In My Industry!
Larry Kim (@larrykim) #wordstream
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Real Estate Quality Scores
Larry Kim (@larrykim) #wordstream
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Finance Industry Quality Scores
Larry Kim (@larrykim) #wordstream
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Ecommerce Industry Quality Scores
Larry Kim (@larrykim) #wordstream
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Does Mobile
Impact Quality
Score?
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Larry Kim (@larrykim) #wordstream
Avg. CTR Drops Off VERY Fast on Mobile
0.00%
1.00%
2.00%
3.00%
4.00%
5.00%
6.00%
7.00%
8.00%
9.00%
10.00%
1 2 3 4 5 6 7 8 9
Sear
ch C
TR
Ad Position
Expected CTR, by device
Desktop
Mobile
Tablet
Log. (Desktop)
Log. (Mobile)
Log. (Tablet)
Mobile CTR
drops off
45% from
Position
1 to 2
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Larry Kim (@larrykim) #wordstream
Account QS Score vs. Mobile Click Share
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Larry Kim (@larrykim) #wordstream
Mobile Impression Share VERY Competitive
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
1 2 3 4 5 6 7 8 9
Sear
ch Im
pre
ssio
n S
har
e
Ad Position
Search Impression share, by device
Desktop
Mobile
Tablet
Linear(Desktop)
Linear(Mobile)
Linear(Tablet)
Much less
likely to show
on mobile vs.
desktop
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“Low CTR” =
Losing PPC
Strategy
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Quick Recap
1. Below Avg. CTR =
Low QS
2. Low CTR ads:
Have Lower Ad Positions (Fewer Clicks)
Often don’t even get displayed (especially
for mobile)
Get penalized w/ up to 400% higher CPCs
Have up to 64% higher cost per conversion
Larry Kim (@larrykim) #wordstream
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The High CTR Game for AdWords
1. Be Very Picky. Bid on Only the Best
Keywords and Get HIGH CTRs.
2. Delete Junk Keywords (Bottom Third of
your Account)
Larry Kim (@larrykim) #wordstream
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Debunking The
New Google Info
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New Quality Score White Paper
Larry Kim (@larrykim) #wordstream
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“Settling The Quality Score”?
Link To PDF File: http://bit.ly/qs-whitepaper
Larry Kim (@larrykim) #wordstream
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Key Finding #1: They’re Downplaying QS
Quality Score Is a Helpful Diagnostic Tool, Not a Key
Performance Indicator
• Why: Your Quality Score is like a warning light in a
car’s engine that shows how healthy your ads and
keywords are. It’s not meant to be detailed metric
that should be the focus of account management
-- Source: New Google White Paper on Quality
Score.
Larry Kim (@larrykim) #wordstream
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But Wait – What About This?:
QS is important in order for your ads to be successful
… QS plays a key role in determining your ad's
position and how much you'll pay for a click. In
general, the more relevant your ad, the higher your QS
– and the higher your QS, the better your position and
the less you will have to pay for a click...Being
successful with AdWords means getting your products
or services in front of the people who are most likely to
become your customers and a high Quality Score can
help make that happen.
-- Source: What is AdWords Quality Score and Why
Does It Matter?" from Google (2011)
Larry Kim (@larrykim) #wordstream
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CONFIDENTIAL – DO NOT DISTRIBUTE 45
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QS is Based on Your CTR vs. Expected CTR!
Larry Kim (@larryim) #wordstream
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CONFIDENTIAL – DO NOT DISTRIBUTE 47
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New Quality Score Video
Larry Kim (@larrykim) #wordstream
Link To PDF File: http://bit.ly/qs-video
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How To
Write Great Ads
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What’s a Good CTR?
Larry Kim (@larrykim) #wordstream
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• Even the “Winner” is a Loser!
CONFIDENTIAL – DO NOT DISTRIBUTE 52
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Your Best Ad Might Be Crap
Larry Kim (@larrykim) #wordstream
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How Great
Can My CTR Be??
(You’d be
surprised)
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Click Through Rate Varies A Lot!!
Larry Kim (@larrykim) #wordstream
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Some Ads Do 2x, 3x or 6x Above Avg!?
Larry Kim (@larrykim) #wordstream
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Under-Performing vs. Unicorns
Percentile Vs. ExpectedCTR
Name
Bottom 50% Below Expected CTR
Under-Performing Advertisers
Top 15% 2X Higher Awesome Advertisers
Top 5% 3x Higher Super Awesome Advertisers
Top 1% 6x Higher!! Unicorns
Larry Kim (@larrykim) #wordstream
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@larrykim
Ad Unicorns?!
(6x Avg. CTR!)
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Ad Text Testing
• Same Story – 20% of Ads Generate 92% of Spend
• 20% of Ads Generated 65% of Impressions
• But CPA, CTR, and Conversion Rates vary
@larrykim, @perrymarshall
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1. Keywords With High Commercial Intent
Larry Kim (@larrykim) #wordstream
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Does Dynamic
Keyword Insertion
Matter?
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What is Dynamic Keyword Insertion?
Larry Kim (@larrykim) #wordstream
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2. Dynamic Keyword Insertion (DKI)
Larry Kim (@larrykim) #wordstream
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2. DKI Doesn’t Produce As Many Unicorns
Larry Kim (@larrykim) #wordstream
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Do Ad Extensions
Matter?
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What Are “Ad Extensions”?
66Larry Kim (@larrykim) #wordstream
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3. Ad Extensions Impact on Click Through Rate
Larry Kim (@larrykim) #wordstream
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3. Ad Extensions Impact on Quality Scores
Larry Kim (@larrykim) #wordstream
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How To Write
“Unicorn” Ads
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4. Most Ads Suck. Create Emotional Ads.
70Larry Kim (@larrykim) #wordstream
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Creating “Emotional” Ads
Larry Kim (@larrykim) #wordstream
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An Example:
Larry Kim (@larrykim) #wordstream
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Versus…
Larry Kim (@larrykim) #wordstream
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You Need To Test
100 Ads To Find 1
Unicorn.
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Relative Abundance
Name Percentile RelativeAbundance
Vs. ExpectedCTR
Awesome Ads
Top 15% 1:6.7 2X Higher
Super Awesome Ads
Top 5% 1:20 3x Higher
Unicorns Top 1% 1:100 6x Higher!!
Larry Kim (@larrykim) #wordstream
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You’re Not Testing as Many Ads as You Think…
Larry Kim (@larrykim) #wordstream
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It’s Not as Hard
As You Think
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Most Small Businesses Aren’t That Active
Larry Kim (@larrykim) #wordstream
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85% of Impressions are From 5% of Ads
Larry Kim (@larrykim) #wordstream
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Summary: Quality Score Secrets
1. Just Say No to Low CTR / Low QS
2. Write Insane Ads that Get 3x Avg. CTR
3. Google leaves out information in their content
4. Delete Bottom Third of Account / Redeploy Using
RLSA and/or Remarketing
Larry Kim (@larrykim) #wordstream
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Larry Kim (@larrykim) #wordstream
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• We find all the low hanging
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Larry Kim (@larrykim) #wordstream
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Leads & Landing Page Management Software
www.wordstream.com/ppc-free-trial
Larry Kim (@larrykim) #wordstream
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New!! Call Tracking Software
www.wordstream.com/ppc-free-trial
Larry Kim (@larrykim) #wordstream
![Page 85: New Google Quality Score Info – What You Need to Know](https://reader033.fdocuments.in/reader033/viewer/2022060108/554cec59b4c905a5138b47d2/html5/thumbnails/85.jpg)
New!! Call Tracking Software
www.wordstream.com/ppc-free-trial
Larry Kim (@larrykim) #wordstream
![Page 86: New Google Quality Score Info – What You Need to Know](https://reader033.fdocuments.in/reader033/viewer/2022060108/554cec59b4c905a5138b47d2/html5/thumbnails/86.jpg)
Special Offers! Would you like…
a) A FREE live demo of WordStream PPC Advisor
including Call Tracking
b) Get a 1-on-1 AdWords Grader walk-through with a
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c) Nothing at the moment
Larry Kim (@larrykim) #wordstream
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Thank You!
Larry Kim (@larrykim) #wordstream