AdWords. Instructor: Dawn Rauscher. Quality Score in Action. http://www.youtube.com/watch?v=K7l0a2PVhPQ. Quality Score. The higher your Quality Score, the higher your ad will be ranked and the lower your costs will be. Key Factors Keyword's click-through rate (CTR)
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AdWords Instructor: Dawn Rauscher
Quality Score in Action • http://www.youtube.com/watch?v=K7l0a2PVhPQ
Quality Score • The higher your Quality Score, the higher your ad will be ranked and the lower your costs will be. • Key Factors • Keyword's click-through rate (CTR) • The relevance of your ad text • Keyword, and landing page • Several other factors. • Quality Score is calculated every time a keyword matches a search query • Quality Score is also used to determine your keyword CPC.
Clickthrough Rate (CTR) • A way of measuring the success of an online advertising campaign. • Divide the "number of users who clicked on an ad" on a web page by the "number of times the ad was delivered" (impressions). • For example, if a AdWords Ad was delivered 100 times (impressions delivered) and 1 person clicked on it (clicks recorded), then the resulting CTR would be 1 percent.
Landing Page • Quality is influenced by: • The usefulness and relevance of information provided on the page • Ease of navigation • Load time • How many links are on the page
Impact of Quality Score • Influences your keywords’ CPC • Determines whether a keyword is eligible to enter the ad auction when user queries • Affecting how high your ad will be ranked
Landing Page • “No problems found” • “This page isn’t highly relevant”
Relevance • Relevance • Users should be able to find what your ad promises • Link to the page on your site that provides the most useful information about the product or service in your ad
Originality • Feature unique content that can’t be found on another site. • Provide substantial information on landing page • AdWords will not show multiple ads directing to identical or similar landing pages at the same time.
Navigability • Provide a short path to what you are selling • Avoid excessive pop-ups • Make sure landing page loads quickly
Tools for Landing Page & Site Quality • Google Analytics • Website Optimizer
Monitoring Quality Scores • Keyword Analysis Page • Click the “Status” column next to any keyword in campaign • Keyword Status • CTR Column • The higher the CTR rate the better the ad group is probably doing • CTR over 1% on Google is very good
Keyword Status • Eligible - Keywords are eligible to trigger ads • Disapproved - Keywords don’t comply • Paused/Deleted • Low search volume - Suspended because they are associated with low search traffic • Low Quality Score - not likely to trigger ads
Improving Quality Score • Review Quality Scores frequently • When low, work on improving them
Tightly Themed Ad Groups • Each of your ad groups should advertise a single product or service • An ideal ad group has a handful of similar keywords and a few relevant ads
Locations and Languages • Be sure to target only the languages and locations that are relevant for your business
Write Descriptive Ads • Clearly describe your product • What makes your product unique? • Include a call to action such • Make sure your ad links to the most relevant page on your site
Evaluate your site design • Take a close look at your site’s overall layout and functionality • Sites that are attractive, easy to navigate, and informative tend to get higher landing page quality scores
AdWords Bidding • Amount you are willing to pay per click • Ranking on the Search Network • Matched keyword’s CPC bid • Quality Score • Ranking on the Display Network • Ad Group default bid • Ad’s pas performance • Landing page quality
Focus on Clicks • Cost-per-click (CPC) bidding • Pay only when someone clicks your ad • Recommended if you’re mostly interested in getting traffic on your site • Two Options • Automatic (Daily Budget) • Manual (Control own maximum CPC bids)
Focus on Impressions • Cost-per-thousand impressions (CPM) • Pay for every 1000 times bid appears • Good for branding, Ad visibility
Impacts of Bids on Ranking • Bid helps determine your Ad Rank • Increasing your maximum CPC can improve the position of your ad
Setting AdWords Bids • Bid you set is up to you. • Your maximum CPC bid represents the highest amount you are willing to spend • You can set the bid at the ad group level or for individual keywords • Maximum CPC bid must be at least US$0.01
Setting your CPC • How much is a visitor to your website worth? • If a click has a high value to you, then you might want to set a high bid • Be sure that your daily budget is higher than your CPC. Otherwise, your ad won’t show
Ad Scheduling • Tool for adjusting your bids for different times of day or days of the week • More effective than manual changes and bid adjustments • Can create up to six time periods per day.
Demographic Bidding • Target your ads to a specific group of customers • Example: Women between the ages of 35 and 44 • Demographic bidding page of your campaign
Position Preference • Sophisticated advertisers have more control over the positioning of their ads • Attempts to show your ad only when the Ad Rank has placed your ad in the positions you selected. • Ad Rank places the ad in a higher spot, position preference will discount your maximum CPC bid to move the ad into your desired range.
AdWords Budgets • Each campaign has a daily budget • Adjusted at any time • Types of Delivery • Standard Delivery (Spread impressions) • Accelerated Delivery (Often as possible)