What is quality score?
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The document discusses Google Quality Score, which measures the quality of an advertiser's keywords. Quality Score is determined by click-through rate, relevance of keywords and ads, and landing page quality. It is not fixed and updates based on performance. The document aims to dispel myths about Quality Score and provides tips to improve it, such as organizing tight ad groups, using relevant keywords and ads, and creating landing pages with unique, relevant content and fast load times.
What is quality score?
- 1. Keeping Your Quality Score HighChristopher KenneyJune 8, 2010 – IRCE 2010
- 2. Agenda6/10/2010Company Confidential © 2009IntroductionWhat is Google Quality ScoreQuality Score Fact or Fiction?How to Impact Quality Score2
- 3. Introduction6/10/2010Company Confidential © 2009Chris KenneySearch Marketing Manger – Vistaprint4+ years SEM experience2010 DM News ‘30 Under 30’3
- 4. What is Quality Score?Quality Score is an objective measurement of the quality of an advertiser’s keywords. Quality Score helps ensure that only the most relevant ads appear to users on Google. A Quality Score is calculated every time your keyword matches a search query -- that is, every time your keyword has the potential to trigger an ad.A keyword's Quality Score updates frequently and is closely related to its performance.6/10/2010Company Confidential © 20094
- 5. What Determines Quality Score?Click-through RateThe historical click-through rate (CTR) of the keyword and the matched ad on GoogleRelevanceThe relevance of the keyword to the ads in its ad groupThe relevance of the keyword and the matched ad to the search queryYour account's performance in the geographical region where the ad will be shownLanding Page QualityThe site should have relevant and original contentAn easily navigable site with quick load times and a minimum of pop-ups or pop-unders6/10/2010Company Confidential © 20095
- 6. Google Quality ScoreFact or Fiction6/10/2010Company Confidential © 20096
- 7. Fact or Fiction?Quality Score isn’t normalized for position6/10/2010Company Confidential © 20097FactFiction Quality Score is normalized to compensate for differences in performance for ads in different positionsAn ad in a higher position is predisposed to get a better CTR
- 8. An ad above the search results is predisposed to get a better CTR
- 9. This prevents buying your way to the top of the SERPFact or Fiction?Broad match hurts Quality Score6/10/2010Company Confidential © 20098FactFiction Quality Score is based only on the performance of the exact match subset of a broad keyword
- 10. Fact or Fiction?Quality Score is saved during an optimization6/10/2010Company Confidential © 20099FactFiction History of landing pages, ad copies and keywords are saved during an optimization. If you do not see an improvement after the optimization you can simply roll back to the old format.
- 11. Fact or Fiction?The Google Search Network can’t impact your quality score6/10/2010Company Confidential © 200910FactFiction Only your performance on Google.com has an impact on your quality score.
- 12. Fact or Fiction?Landing Page load time can improve your quality score6/10/2010Company Confidential © 200911FactFiction Landing page quality is only used as a penalty. It is meant to prevent phishing sites, bridge pages, and arbitrage sites.
- 13. How to Impact Quality Score?Organize your account for Maximum EffectivenessChoose Relevant KeywordsCreate Highly Relevant AdsCreate Relevant Landing Pages with Unique Content and Fast Load Times6/10/2010Company Confidential © 200912
- 14. How to Impact Quality Score?Organize your account for Maximum EffectivenessCreate Tight Knit Ad GroupsBuilt based on brand, service or partAvoid Using Duplicate Keywords across ad groupsCreates unnecessary competition in your own accountOptimize your campaigns settingsSelect the correct languagesTarget appropriate locationsSet the correct budget constraintsDay-parting (if applicable)6/10/2010Company Confidential © 200913
- 15. How to Impact Quality Score?Choose Relevant KeywordsUse negative keywordsBid on multiple keyword variations PluralsSingluarsCommon misspellingsSend the users to the most relevant landing page based on the keyword (use unique keyword urls)6/10/2010Company Confidential © 200914
- 16. How to Impact Quality Score?Create Highly Relevant AdsUse your keyword(s) in your ad copy or titleAvoid using Keyword InsertionInclude Differentiators or discounts in your adsUse call to actions:BuySell Order BrowseSign upCallTest ad copies head to head6/10/2010Company Confidential © 200915
- 17. How to Impact Quality Score?Create Relevant Landing Pages with Unique Content and Fast Load TimesPage should include unique, highly relevant content to searched keywordKeep the page ‘light’ to improve load time (avoid javascript/flash)Hero shot of the call to actionKeep everything above the foldKISS – don’t confuse the customerYou have 5 seconds to catch the customers eye – create a single focal point that should match your ad copy and the users search.6/10/2010Company Confidential © 200916
- 18. Questions?This presentation can be found at: slideshare.net/Vistaprint6/10/2010Company Confidential © 200917
Editor's Notes
- #2: To change the layout of any slide: Right click on the slide and scroll down to layout Choose the appropriate layout option If images and text need to be reset, right click and choose “reset slide”Slide Name: Title Slide
- #3: To change the layout of any slide: Right click on the slide and scroll down to layout Choose the appropriate layout option If images and text need to be reset, right click and choose “reset slide”Slide Name: Title and Content Use this slide layout for bulleted lists, when creating a table or chart from scratch or inserting a graphic or videoBullets: Click on bullet 1 and start typing Hit enter for next bullet Hit tab to create sub-bulletsTables: Click on the “insert table” icon Enter number of columns and rows and hit ok Navigate to the design or format tab under “table tools” to customizeCharts: Click on the “insert chart” icon Select chart type, style and hit ok Enter your data in the excel document that pops up Navigate to the design or format tab under “chart tools” to customizeSmartArt: Click on the “insert smartart graphic” icon Select type, style and hit ok Navigate to the design or format tab under “chart tools” to customizePictures and Video: Click on either the “insert picture from file,” “clip art” or “insert media clip” icons Navigate to the file location on your computer/network and hit insert Navigate to the format tab under “picture tools” to customize
- #4: To change the layout of any slide: Right click on the slide and scroll down to layout Choose the appropriate layout option If images and text need to be reset, right click and choose “reset slide”Slide Name: Title and Content Use this slide layout for bulleted lists, when creating a table or chart from scratch or inserting a graphic or videoBullets: Click on bullet 1 and start typing Hit enter for next bullet Hit tab to create sub-bulletsTables: Click on the “insert table” icon Enter number of columns and rows and hit ok Navigate to the design or format tab under “table tools” to customizeCharts: Click on the “insert chart” icon Select chart type, style and hit ok Enter your data in the excel document that pops up Navigate to the design or format tab under “chart tools” to customizeSmartArt: Click on the “insert smartart graphic” icon Select type, style and hit ok Navigate to the design or format tab under “chart tools” to customizePictures and Video: Click on either the “insert picture from file,” “clip art” or “insert media clip” icons Navigate to the file location on your computer/network and hit insert Navigate to the format tab under “picture tools” to customize
- #5: To change the layout of any slide: Right click on the slide and scroll down to layout Choose the appropriate layout option If images and text need to be reset, right click and choose “reset slide”Slide Name: Title and Content Use this slide layout for bulleted lists, when creating a table or chart from scratch or inserting a graphic or videoBullets: Click on bullet 1 and start typing Hit enter for next bullet Hit tab to create sub-bulletsTables: Click on the “insert table” icon Enter number of columns and rows and hit ok Navigate to the design or format tab under “table tools” to customizeCharts: Click on the “insert chart” icon Select chart type, style and hit ok Enter your data in the excel document that pops up Navigate to the design or format tab under “chart tools” to customizeSmartArt: Click on the “insert smartart graphic” icon Select type, style and hit ok Navigate to the design or format tab under “chart tools” to customizePictures and Video: Click on either the “insert picture from file,” “clip art” or “insert media clip” icons Navigate to the file location on your computer/network and hit insert Navigate to the format tab under “picture tools” to customize
- #6: To change the layout of any slide: Right click on the slide and scroll down to layout Choose the appropriate layout option If images and text need to be reset, right click and choose “reset slide”Slide Name: Title and Content Use this slide layout for bulleted lists, when creating a table or chart from scratch or inserting a graphic or videoBullets: Click on bullet 1 and start typing Hit enter for next bullet Hit tab to create sub-bulletsTables: Click on the “insert table” icon Enter number of columns and rows and hit ok Navigate to the design or format tab under “table tools” to customizeCharts: Click on the “insert chart” icon Select chart type, style and hit ok Enter your data in the excel document that pops up Navigate to the design or format tab under “chart tools” to customizeSmartArt: Click on the “insert smartart graphic” icon Select type, style and hit ok Navigate to the design or format tab under “chart tools” to customizePictures and Video: Click on either the “insert picture from file,” “clip art” or “insert media clip” icons Navigate to the file location on your computer/network and hit insert Navigate to the format tab under “picture tools” to customize
- #7: To change the layout of any slide: Right click on the slide and scroll down to layout Choose the appropriate layout option If images and text need to be reset, right click and choose “reset slide”Slide Name: Title and Content Use this slide layout for bulleted lists, when creating a table or chart from scratch or inserting a graphic or videoBullets: Click on bullet 1 and start typing Hit enter for next bullet Hit tab to create sub-bulletsTables: Click on the “insert table” icon Enter number of columns and rows and hit ok Navigate to the design or format tab under “table tools” to customizeCharts: Click on the “insert chart” icon Select chart type, style and hit ok Enter your data in the excel document that pops up Navigate to the design or format tab under “chart tools” to customizeSmartArt: Click on the “insert smartart graphic” icon Select type, style and hit ok Navigate to the design or format tab under “chart tools” to customizePictures and Video: Click on either the “insert picture from file,” “clip art” or “insert media clip” icons Navigate to the file location on your computer/network and hit insert Navigate to the format tab under “picture tools” to customize
- #8: To change the layout of any slide: Right click on the slide and scroll down to layout Choose the appropriate layout option If images and text need to be reset, right click and choose “reset slide”Slide Name: Title and Content Use this slide layout for bulleted lists, when creating a table or chart from scratch or inserting a graphic or videoBullets: Click on bullet 1 and start typing Hit enter for next bullet Hit tab to create sub-bulletsTables: Click on the “insert table” icon Enter number of columns and rows and hit ok Navigate to the design or format tab under “table tools” to customizeCharts: Click on the “insert chart” icon Select chart type, style and hit ok Enter your data in the excel document that pops up Navigate to the design or format tab under “chart tools” to customizeSmartArt: Click on the “insert smartart graphic” icon Select type, style and hit ok Navigate to the design or format tab under “chart tools” to customizePictures and Video: Click on either the “insert picture from file,” “clip art” or “insert media clip” icons Navigate to the file location on your computer/network and hit insert Navigate to the format tab under “picture tools” to customize
- #9: To change the layout of any slide: Right click on the slide and scroll down to layout Choose the appropriate layout option If images and text need to be reset, right click and choose “reset slide”Slide Name: Title and Content Use this slide layout for bulleted lists, when creating a table or chart from scratch or inserting a graphic or videoBullets: Click on bullet 1 and start typing Hit enter for next bullet Hit tab to create sub-bulletsTables: Click on the “insert table” icon Enter number of columns and rows and hit ok Navigate to the design or format tab under “table tools” to customizeCharts: Click on the “insert chart” icon Select chart type, style and hit ok Enter your data in the excel document that pops up Navigate to the design or format tab under “chart tools” to customizeSmartArt: Click on the “insert smartart graphic” icon Select type, style and hit ok Navigate to the design or format tab under “chart tools” to customizePictures and Video: Click on either the “insert picture from file,” “clip art” or “insert media clip” icons Navigate to the file location on your computer/network and hit insert Navigate to the format tab under “picture tools” to customize
- #10: To change the layout of any slide: Right click on the slide and scroll down to layout Choose the appropriate layout option If images and text need to be reset, right click and choose “reset slide”Slide Name: Title and Content Use this slide layout for bulleted lists, when creating a table or chart from scratch or inserting a graphic or videoBullets: Click on bullet 1 and start typing Hit enter for next bullet Hit tab to create sub-bulletsTables: Click on the “insert table” icon Enter number of columns and rows and hit ok Navigate to the design or format tab under “table tools” to customizeCharts: Click on the “insert chart” icon Select chart type, style and hit ok Enter your data in the excel document that pops up Navigate to the design or format tab under “chart tools” to customizeSmartArt: Click on the “insert smartart graphic” icon Select type, style and hit ok Navigate to the design or format tab under “chart tools” to customizePictures and Video: Click on either the “insert picture from file,” “clip art” or “insert media clip” icons Navigate to the file location on your computer/network and hit insert Navigate to the format tab under “picture tools” to customize
- #11: To change the layout of any slide: Right click on the slide and scroll down to layout Choose the appropriate layout option If images and text need to be reset, right click and choose “reset slide”Slide Name: Title and Content Use this slide layout for bulleted lists, when creating a table or chart from scratch or inserting a graphic or videoBullets: Click on bullet 1 and start typing Hit enter for next bullet Hit tab to create sub-bulletsTables: Click on the “insert table” icon Enter number of columns and rows and hit ok Navigate to the design or format tab under “table tools” to customizeCharts: Click on the “insert chart” icon Select chart type, style and hit ok Enter your data in the excel document that pops up Navigate to the design or format tab under “chart tools” to customizeSmartArt: Click on the “insert smartart graphic” icon Select type, style and hit ok Navigate to the design or format tab under “chart tools” to customizePictures and Video: Click on either the “insert picture from file,” “clip art” or “insert media clip” icons Navigate to the file location on your computer/network and hit insert Navigate to the format tab under “picture tools” to customize
- #12: To change the layout of any slide: Right click on the slide and scroll down to layout Choose the appropriate layout option If images and text need to be reset, right click and choose “reset slide”Slide Name: Title and Content Use this slide layout for bulleted lists, when creating a table or chart from scratch or inserting a graphic or videoBullets: Click on bullet 1 and start typing Hit enter for next bullet Hit tab to create sub-bulletsTables: Click on the “insert table” icon Enter number of columns and rows and hit ok Navigate to the design or format tab under “table tools” to customizeCharts: Click on the “insert chart” icon Select chart type, style and hit ok Enter your data in the excel document that pops up Navigate to the design or format tab under “chart tools” to customizeSmartArt: Click on the “insert smartart graphic” icon Select type, style and hit ok Navigate to the design or format tab under “chart tools” to customizePictures and Video: Click on either the “insert picture from file,” “clip art” or “insert media clip” icons Navigate to the file location on your computer/network and hit insert Navigate to the format tab under “picture tools” to customize
- #13: To change the layout of any slide: Right click on the slide and scroll down to layout Choose the appropriate layout option If images and text need to be reset, right click and choose “reset slide”Slide Name: Title and Content Use this slide layout for bulleted lists, when creating a table or chart from scratch or inserting a graphic or videoBullets: Click on bullet 1 and start typing Hit enter for next bullet Hit tab to create sub-bulletsTables: Click on the “insert table” icon Enter number of columns and rows and hit ok Navigate to the design or format tab under “table tools” to customizeCharts: Click on the “insert chart” icon Select chart type, style and hit ok Enter your data in the excel document that pops up Navigate to the design or format tab under “chart tools” to customizeSmartArt: Click on the “insert smartart graphic” icon Select type, style and hit ok Navigate to the design or format tab under “chart tools” to customizePictures and Video: Click on either the “insert picture from file,” “clip art” or “insert media clip” icons Navigate to the file location on your computer/network and hit insert Navigate to the format tab under “picture tools” to customize
- #14: To change the layout of any slide: Right click on the slide and scroll down to layout Choose the appropriate layout option If images and text need to be reset, right click and choose “reset slide”Slide Name: Title and Content Use this slide layout for bulleted lists, when creating a table or chart from scratch or inserting a graphic or videoBullets: Click on bullet 1 and start typing Hit enter for next bullet Hit tab to create sub-bulletsTables: Click on the “insert table” icon Enter number of columns and rows and hit ok Navigate to the design or format tab under “table tools” to customizeCharts: Click on the “insert chart” icon Select chart type, style and hit ok Enter your data in the excel document that pops up Navigate to the design or format tab under “chart tools” to customizeSmartArt: Click on the “insert smartart graphic” icon Select type, style and hit ok Navigate to the design or format tab under “chart tools” to customizePictures and Video: Click on either the “insert picture from file,” “clip art” or “insert media clip” icons Navigate to the file location on your computer/network and hit insert Navigate to the format tab under “picture tools” to customize
- #15: To change the layout of any slide: Right click on the slide and scroll down to layout Choose the appropriate layout option If images and text need to be reset, right click and choose “reset slide”Slide Name: Title and Content Use this slide layout for bulleted lists, when creating a table or chart from scratch or inserting a graphic or videoBullets: Click on bullet 1 and start typing Hit enter for next bullet Hit tab to create sub-bulletsTables: Click on the “insert table” icon Enter number of columns and rows and hit ok Navigate to the design or format tab under “table tools” to customizeCharts: Click on the “insert chart” icon Select chart type, style and hit ok Enter your data in the excel document that pops up Navigate to the design or format tab under “chart tools” to customizeSmartArt: Click on the “insert smartart graphic” icon Select type, style and hit ok Navigate to the design or format tab under “chart tools” to customizePictures and Video: Click on either the “insert picture from file,” “clip art” or “insert media clip” icons Navigate to the file location on your computer/network and hit insert Navigate to the format tab under “picture tools” to customize
- #16: To change the layout of any slide: Right click on the slide and scroll down to layout Choose the appropriate layout option If images and text need to be reset, right click and choose “reset slide”Slide Name: Title and Content Use this slide layout for bulleted lists, when creating a table or chart from scratch or inserting a graphic or videoBullets: Click on bullet 1 and start typing Hit enter for next bullet Hit tab to create sub-bulletsTables: Click on the “insert table” icon Enter number of columns and rows and hit ok Navigate to the design or format tab under “table tools” to customizeCharts: Click on the “insert chart” icon Select chart type, style and hit ok Enter your data in the excel document that pops up Navigate to the design or format tab under “chart tools” to customizeSmartArt: Click on the “insert smartart graphic” icon Select type, style and hit ok Navigate to the design or format tab under “chart tools” to customizePictures and Video: Click on either the “insert picture from file,” “clip art” or “insert media clip” icons Navigate to the file location on your computer/network and hit insert Navigate to the format tab under “picture tools” to customize
- #17: To change the layout of any slide: Right click on the slide and scroll down to layout Choose the appropriate layout option If images and text need to be reset, right click and choose “reset slide”Slide Name: Title and Content Use this slide layout for bulleted lists, when creating a table or chart from scratch or inserting a graphic or videoBullets: Click on bullet 1 and start typing Hit enter for next bullet Hit tab to create sub-bulletsTables: Click on the “insert table” icon Enter number of columns and rows and hit ok Navigate to the design or format tab under “table tools” to customizeCharts: Click on the “insert chart” icon Select chart type, style and hit ok Enter your data in the excel document that pops up Navigate to the design or format tab under “chart tools” to customizeSmartArt: Click on the “insert smartart graphic” icon Select type, style and hit ok Navigate to the design or format tab under “chart tools” to customizePictures and Video: Click on either the “insert picture from file,” “clip art” or “insert media clip” icons Navigate to the file location on your computer/network and hit insert Navigate to the format tab under “picture tools” to customize
- #18: To change the layout of any slide: Right click on the slide and scroll down to layout Choose the appropriate layout option If images and text need to be reset, right click and choose “reset slide”Slide Name: Title and Content Use this slide layout for bulleted lists, when creating a table or chart from scratch or inserting a graphic or videoBullets: Click on bullet 1 and start typing Hit enter for next bullet Hit tab to create sub-bulletsTables: Click on the “insert table” icon Enter number of columns and rows and hit ok Navigate to the design or format tab under “table tools” to customizeCharts: Click on the “insert chart” icon Select chart type, style and hit ok Enter your data in the excel document that pops up Navigate to the design or format tab under “chart tools” to customizeSmartArt: Click on the “insert smartart graphic” icon Select type, style and hit ok Navigate to the design or format tab under “chart tools” to customizePictures and Video: Click on either the “insert picture from file,” “clip art” or “insert media clip” icons Navigate to the file location on your computer/network and hit insert Navigate to the format tab under “picture tools” to customize