Quality score

Google Confidential and Proprietary 1Confidential and Proprietary 1www.Optmyzr.com@optmyzr

Google Quality Score:What it is and how to improve it

Frederick Vallaeys

@SiliconVallaeys


Frederick Vallaeys

Worked at Google from 2002-2012SearchEngineLand.com ColumnistCofounder of Optmyzr


What Is OptmyzrTools to improve ROI from Search Marketing

• Automate account management and performance optimization• Access to unique big data insights


Our Toolbox

• One-Click Optimization™ • A/B Ad Testing• Quality Score Tracker• Geo Performance Report• Report Builder• AdWords Scripts Library


Agenda

What is Quality Score How is Quality Score Calculated Measuring and Improving Quality Score Q&A


Why does Google have quality score?

Google

Users

Advertisers

A

U

G

Quality score is Google’s way of balancing the interests of all parties in the online advertising ecosystem.


Quality Score: The Wisdom of the Crowds


What does quality score influence?

EligibilityDetermines whether your ad is eligible to enter the auction for that query

PositionDetermines the relative position of your ad in relation to the other ads on that result rage

ExtensionsDetermines if your ad is of high enough quality to show Ad Sitelinks

PriceA better quality score reduces the price you need to bid to maintain a given position

Top SlotOnly high quality ads are eligible to appear above the natural search results

DKIOnly ads with high enough Quality Score can use Dynamic Keyword Insertion


The Impact of QS on CPC


The Simple Magic of Ad Ranking

QSSMaxCP

C AdRank

Befo

reNo

w

Bids

Quality Score

Ad Extension

s

AD RANKING


Better QS = More Revenue for Google

$ Clicks Click Impressions

= x

Max CPC CTR

CPM


Agenda



There are various flavors of Quality Score– Quality Score for Search (QSS): Determines the relevance of an ad

for a search query– Quality Score for Content (QSC): Determines the relevance of an

ad on a particular publisher page– Quality Score for Mobile: (QSM): Determines the relevance of an

ad for a search on a mobile device


What You See Is Not What You Get1-10 quality score is just an approximation of how Google expects a keyword to perform. Actual scores are unique for each query.

Keyword: Blue Widgets Keyword: Blue WidgetsQuery: Cheap Blue Widgets

QS: 7 pCTR: 15%

What you see in the account

What is used for the auction


What contributes to quality score?

ClickthroughRate

Relevancy Landing Page

Quality Score


A Factor of CTR• By far, clickthrough rate is the most important factor

contributing to your quality score.

Account

Creative + URL

Keyword

Quality Score ~ CTR


“Exact Match” Clickthrough RateThe Quality Score number reported in your account is a factor of the CTR when the query EXACTLY matched your keywordExample Below: If your keyword is broad match ‘blue widgets’ …

QueryImpacts 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’

Takeaway: Quality Score is the same regardless of the match type you use. Use match types to better target your ads.


RelevancyGoogle uses relevancy signals unique to the specific query to help inform quality predictions


An Example of Relevancy

Indonesia island

java java

cup coffee

program

C++ java


Landing Page

Landing page is a small part of quality score.


Ad Extensions• Ad extensions typically improve clickthrough rate and overall

campaign performance because they make ads more useful.


Agenda



See Your Quality Score


See Your Quality Score

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


See the Components of QS


Account QS Calculation Formula

1. Download Keyword Report (get only data for Google SERP on Desktops)

2. Multiply Impressions by QS for every keyword3. Total all the results from step 24. Divide the result from step 3 by the total impressions

for the report


Tracking Historical QS

The Problem• Quality Score is an attribute and not a metric.• This means that the QS you see in your account is the QS at this

moment in time.• You cannot see what your QS was in the past so you can’t easily

see if you’re getting better or worse.Solutions• Download keyword reports daily• Use an AdWords Script• Use a tool


Optimization Tips• Create tightly themed ad groups

• Use multiple ad texts in each ad group

• Use all ad extensions that make sense

• Make a compelling call to action in ad texts

• Fix keywords with lots of impressions and low CTR

• Fix keywords with very few impression and low CTR

• Set bids based on your business goals

• Use Search Query Reports to discover what users look for


The Ideal Ad Group

Keywords Ads

• 5-30 closely related keywords

• Not using different match types for same keyword

• At least 2 ad texts

• Use the keyword in the ad text (DKI is OK)

• Delivers information, not gimmicks


Best PracticesBe 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 keywordsExperiment• 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

Even if you’ve done everything right, you might not have a perfect quality score.


Q&A


Let’s Stay in Touch!

Try our Quality Score Tracker– www.Optmyzr.com– Try our One-Click Optimizations™ too!

Frederick Vallaeys– [email protected]– @SiliconVallaeys– @Optmyzr

http://www.Optmyzr.com/


Thank You

Quality score

Technology

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