<< by on March 27th, 2009
This session intended to give clarity to what exactly Quality Score is, and how to improve yours. Several speakers said to look at it this way: if you are wondering if something is hurting your quality score, ask yourself if it is hurting your clients’ sales or ROI. Chances are if the answer is yes, then it’s probably also bringing down your quality score.
As Ron Jones, President/CEO of Symetri Internet Marketing, summarized, quality score was first introduced by Google in 2005; the algorithm used was revised in 2007 to include landing page relevancy. Quality score is basically a dynamic value assigned to each keyword that is designed to measure quality and relevance of ads. To get the minimum bid, a few things are taken into account: historical click-through-rate, relevance of keywords to ads, quality and continuity of your landing page, account history, and historical click-through-rate of display URLs. To achieve a higher keyword position, historical click-through-rate of the ad, display URLs and matched keywords, and the relevance of your keywords and search query is what matters. Some suggestions Jones dished out to help you raise your quality score include:
- Create more ad groups with fewer keywords in each. Work on making your ad copy more relevant, along with testing different keyword match types.
- Focus on landing page optimization. Use multi-variant testing, and try to integrate top performing keywords into page copy.
- Find keywords with a “Poor” quality score rating. This is a clear indicator they either need to be completely removed or moved to another more relevant ad group.
Next up was Kristopher Jones, President/CEO of PepperJam. His agency coined the term Quality Score Optimization. It is the most effective way to lower your cost-per-click and increase position. The highest quality ads contain ad text that is extremely relevant to the user’s search query, and also accurately describes your product or service. According to Jones and PepperJam, there are 5 main factors that can be adjusted to improve your quality score:
- Click-Through-Rate. Your CTR can be improved by tweaking your keyword bids, ad group and campaign structure, your ad copy, as well as landing page quality.
- Keyword Bid. This does matter, but should only be used as a last resort to increase your ad position. If this is the only way you can do this, you are doing something wrong.
- Ad Group & Campaign Structure. Keywords should directly relate to ad groups and corresponding ad copy. Jones recommends creating separate campaigns for search network and content network. The set up process will take longer, but will head better results.
- Ad Copy. You should focus on optimizing your nonperforming ads. Five is the recommended number of ads per ad group. Tip: Try not to edit successful ads, pause and create new ones; Google tends to reset the ad, losing the history, and possibly lowering the quality score.
- Landing Page Quality. Your landing page should directly relate to the keyword or ad that triggered it.
Frederick Vallaeys, an AdWords Evangelist of Google, gave a breakdown of the quality principles of ads.
- Ads are information.
- We are successful when our advertisers and publishers are successful.
- Do the right thing for the user.
- They (Google) constantly innovate, measure and iterate.
He gave advice to be sure that your goals align and the network remains healthy. You must unify your objectives for the entire ecosystem: users, publishers, and advertisers. Tip: Your keywords should only be about 2 to 6 words long, one word keywords are too general, and not very many people search with more than 6 word phrases. Core message to take away: focus on your users.
Finalizing the presentation, Blake Suggs of Range stepped in for Misty Locke, President and Co-Founder of Range Online Media to discuss how to master your quality score.
- Keyword Building. Build out all variations on trademarked and non-branded keywords. You want to try and capture every possible relevant query as an exact match keyword.
- Keyword Structure and Organization. Sort your keywords into extremely granular ad groups.
- Match Types. You should be running all keywords on all available match types. It was noted that a healthy campaign should see a significant drop off of phrase match keywords (… You should be adding bad broad matched terms as negatives, and good ones as exact.)
- Creative. You should be running 4-5 ads in every ad group. Tip: do not use Dynamic Keyword Insertion with misspelled terms. Keyword specific creative will increase your quality score.
- Landing Pages. Make sure they are specific, and continue your message from your keywords and ads.
One last tip Suggs had was to split your campaigns into brand versus non-brand, as well as by match types!
There were a few trends that overlapped between presenters… The idea of relevancy. Relevancy is key. Without it, you won’t be communicating the same message throughout your users research, and there will high risk of non-conversion or bounce-rate. A few more consistencies include the fact that you should have very small, highly targeted ad groups, and they should have 4-5 ads running in each of them.