SAScon June 2014 - PPC Quality Score
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The document provides an overview of quality score in digital marketing, defining it as an estimate of relevance for ads, keywords, and landing pages. It discusses how quality score affects ad performance, including ad auction participation, cost-per-click, and ad position, along with factors that influence these scores. Additionally, it presents myths and facts related to quality score, emphasizing its importance in the digital advertising landscape.
SAScon June 2014 - PPC Quality Score
- 1. Date // Version 1.0 // Copyright 2014 Latitude Digital Marketing Ltd. All rights reserved // Prepared by Latitude for client name Quality Score – Separating the Myths & Facts
- 2. Date // Version 1.0 // Copyright 2014 Latitude Digital Marketing Ltd. All rights reserved // Prepared by Latitude for client name Introducing… Our Panel Digital Marketing is our bread and butter. Entrepreneurial in spirit and natural problem solvers. Work with businesses from all sectors and sizes, helping them grow. Natural born digital to English translators. Dave Trolle Head of Direct Response, Summit Alistair Dent Director of Paid Media, Periscopix Ben Wightman, Head of Paid Search, Latitude
- 3. Date // Version 1.0 // Copyright 2014 Latitude Digital Marketing Ltd. All rights reserved // Prepared by Latitude for client name Quality Score Defined
- 4. Date // Version 1.0 // Copyright 2014 Latitude Digital Marketing Ltd. All rights reserved // Prepared by Latitude for client name A definition… What is Quality Score? Digital Marketing is our bread and butter. Entrepreneurial in spirit and natural problem solvers. Work with businesses from all sectors and sizes, helping them grow. Natural born digital to English translators. “Quality Score is an estimate of how relevant your ads, keywords and landing page are to a person seeing your ad.” https://support.google.com/adwords/answer/2454010?hl=en-GB
- 5. Date // Version 1.0 // Copyright 2014 Latitude Digital Marketing Ltd. All rights reserved // Prepared by Latitude for client name A definition… What is Quality Score? Digital Marketing is our bread and butter. Entrepreneurial in spirit and natural problem solvers. Work with businesses from all sectors and sizes, helping them grow. Natural born digital to English translators. “…quality score shows you how competitive your ads are in the marketplace by measuring how relevant your keywords and landing pages are to customers' search queries and other input.” http://advertise.bingads.microsoft.com/en-uk/help-topic/how- to/50813/what-is-my-quality-score-and-why-does-it-matter
- 6. Date // Version 1.0 // Copyright 2014 Latitude Digital Marketing Ltd. All rights reserved // Prepared by Latitude for client name QS interpretation What is Quality Score? Quality score is expressed at keyword level as a mark out of 10 for your usefulness to the searcher. The scores might be interpreted as… 10 9 8 7 6 5 4 3 2 1 Vital (usually given to navigational keywords) Useful (ad answers the query just right) Relevant (ad gives a less comprehensive answer) Not Relevant (however ad is somewhat connected) Off-topic (ad is completely irrelevant)
- 7. Date // Version 1.0 // Copyright 2014 Latitude Digital Marketing Ltd. All rights reserved // Prepared by Latitude for client name QS Ingredients What is Quality Score? Digital Marketing is our bread and butter. Entrepreneurial in spirit and natural problem solvers. Work with businesses from all sectors and sizes, helping them grow. Natural born digital to English translators. • Keyword historical CTR • Display URL historical CTR • Account historical CTR • Landing page quality • Keyword-ad relevance • Keyword-search relevance • Geo performance • Image ad performance (per placement) • Device performance https://support.google.com/adwords/answer/2454010?hl=en-GB Quality Score Factors (Estimated) CTR Ad & Keyword Relevance Landing Page Relevance Other Factors
- 8. Date // Version 1.0 // Copyright 2014 Latitude Digital Marketing Ltd. All rights reserved // Prepared by Latitude for client name QS impact What is Quality Score? Digital Marketing is our bread and butter. Entrepreneurial in spirit and natural problem solvers. Work with businesses from all sectors and sizes, helping them grow. Natural born digital to English translators. Quality Score influences: • how frequently you can enter the ad auction • your actual cost-per-click • keyword first page bid estimates • keyword top-of-page bid estimates • ad position • eligibility for ad extensions & other ad formats Higher Quality Scores = lower CPC and higher ad positions https://support.google.com/adwords/answer/2454010?hl=en-GB
- 9. Date // Version 1.0 // Copyright 2014 Latitude Digital Marketing Ltd. All rights reserved // Prepared by Latitude for client name Quality Score in action
- 10. Date // Version 1.0 // Copyright 2014 Latitude Digital Marketing Ltd. All rights reserved // Prepared by Latitude for client name In the auction… Quality Score in action Digital Marketing is our bread and butter. Entrepreneurial in spirit and natural problem solvers. Natural born digital to English translators. The Auction Formula: Ad Rank = (Max CPC bid * QS) + extension impact Let’s suppose three advertisers compete for the top-of-page ad placements as follows and extension impact is equal; Max CPC Bid Quality Score Ad Rank Ad Position Avg CPC Advertiser A £10.00 x 5 50 3 £10.00 Advertiser B £8.00 x 7 56 2 £7.15 Advertiser C £6.00 x 10 60 1 £5.61 Advertiser C wins top ad position, while Advertiser A pays the highest cost-per-click!
- 11. Date // Version 1.0 // Copyright 2014 Latitude Digital Marketing Ltd. All rights reserved // Prepared by Latitude for client name In the account… Quality Score in action Digital Marketing is our bread and butter. Entrepreneurial in spirit and natural problem solvers. Natural born digital to English translators. 1 2 3 4 5 6 7 8 9 10 CTR 0.3% 0.3% 0.9% 0.8% 0.7% 0.7% 1.0% 0.0% 1.5% 1.8% CPC £0.54 £0.62 £0.69 £0.53 £0.57 £0.55 £0.57 £0.00 £0.55 £0.50 0.0% 0.2% 0.4% 0.6% 0.8% 1.0% 1.2% 1.4% 1.6% 1.8% 2.0% £0.00 £0.10 £0.20 £0.30 £0.40 £0.50 £0.60 £0.70 £0.80 Quality Score Quality Score: Avg CPC vs CTR
- 12. Date // Version 1.0 // Copyright 2014 Latitude Digital Marketing Ltd. All rights reserved // Prepared by Latitude for client name Impact on Keyword performance… Quality Score in action Digital Marketing is our bread and butter. Natural born digital to English translators. £5.00 £10.00 £15.00 £20.00 £25.00 £30.00 £35.00 1 2 3 4 5 6 7 8 9 10 28-Mar 29-Mar 30-Mar 31-Mar 1-Apr 2-Apr 3-Apr 4-Apr 5-Apr 6-Apr 7-Apr 8-Apr 9-Apr 10-Apr 11-Apr 12-Apr 13-Apr 14-Apr 15-Apr 16-Apr Quality Score, CPC & Avg Pos: Example Keyword Quality Score Avg. position Avg. CPC
- 13. Date // Version 1.0 // Copyright 2014 Latitude Digital Marketing Ltd. All rights reserved // Prepared by Latitude for client name Quality Score Myths & Facts
- 14. Date // Version 1.0 // Copyright 2014 Latitude Digital Marketing Ltd. All rights reserved // Prepared by Latitude for client name Questions for the Panel
- 15. Date // Version 1.0 // Copyright 2014 Latitude Digital Marketing Ltd. All rights reserved // Prepared by Latitude for client name Thank you….