Mastering Quality Score: The Key to AdWords ROI [Webinar]
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For more information, visit www.wordstream.com Most AdWords advertisers know that high Quality Scores reduce your cost per click (CPC). But did you know that Quality Score is up to 200% more valuable to advertisers than it was four years ago? Or that high Quality Scores lead to lower costs per conversion – up to 80% lower? Now is the time to Master Quality Score! In this free WordStream webinar, AdWords Certified Experts Erin Sagin and Elliott Reid show you: - The 3 major factors that determine your QS - How Quality Score affects your cost, ad rank and more - Killer tactics to improve your Quality Scores - How Enhanced Campaigns change the QS landscape Quality Score doesn't have to be a mystery. Learn how Quality Score can lower your costs and improve results!
![Today’s Agenda
2
• Brief Review of Paid Search Landscape – why
PPC is hard!
• What Quality Score is and Why You Should Care
• Tips: What You Can Do [NOW] to Save $$ & Get
Better Results
• Special offer and Q&A session](data:image/gif;base64,R0lGODlhAQABAIAAAAAAAP///yH5BAEAAAAALAAAAAABAAEAAAIBRAA7)
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Mastering Quality Score: The Key to AdWords ROI [Webinar]
- 1. CONFIDENTIAL – DO NOT DISTRIBUTE 1 Webinar: Mastering Quality Score — The Key to AdWords ROI Erin Sagin & Elliott Reid August 13th 2013
- 2. Today’s Agenda 2 • Brief Review of Paid Search Landscape – why PPC is hard! • What Quality Score is and Why You Should Care • Tips: What You Can Do [NOW] to Save $$ & Get Better Results • Special offer and Q&A session
- 3. Take Part in Live Blogging on Twitter / Google+ • Include the hashtag #qualityscoremaster in your Google+ status updates,Twitter tweets, etc. 3
- 4. Meet Today’s Experts! 4 Erin Sagin Premier Consultant, WordStream @erinsagin @wordstream Elliott Reid Search Marketing Analyst, WordStream @ElliottPReid @wordstream
- 5. Let’s learn a little about you…. CONFIDENTIAL – DO NOT DISTRIBUTE 5
- 6. Poll Question 1: Do you know how Quality Score is calculated? 6 a) Yes b) No c) What’s Quality Score?
- 7. Poll Question 2: Do you actively manage your account with Quality Score in mind? 7 a) Yes b) No
- 8. CONFIDENTIAL – DO NOT DISTRIBUTE 8
- 9. CONFIDENTIAL – DO NOT DISTRIBUTE 9 Quality Score is an estimate of how relevant your ads, keywords, and landing page are to a person seeing your ad. Having a high Quality Score means that our [Google] systems think your ad, keyword, and landing page are all relevant and useful to someone looking at your ad. …there are several things you can do to help improve your Quality Score. Quality Score
- 10. Google Wants Advertisers to be Relevant Relevancy & Quality Score How does Google keep this eco-system working? CustomersAdvertisers
- 11. CONFIDENTIAL – DO NOT DISTRIBUTE 11 How Quality Score is Calculated • In a nutshell, a high-quality ad is one that: – Is relevant to the search query – Accurately describes the product – Is relevant to it’s landing page • Google gives you a score from 1-10 for each keyword
- 12. CONFIDENTIAL – DO NOT DISTRIBUTE 12
- 15. CONFIDENTIAL – DO NOT DISTRIBUTE 15
- 16. CONFIDENTIAL – DO NOT DISTRIBUTE 16 So, What Can I Do?
- 17. CONFIDENTIAL – DO NOT DISTRIBUTE 17 Components of QS
- 18. CONFIDENTIAL – DO NOT DISTRIBUTE 18
- 19. CONFIDENTIAL – DO NOT DISTRIBUTE 19 Finding Your Quality Score in AdWords
- 20. CONFIDENTIAL – DO NOT DISTRIBUTE 20 • A free, instant PPC audit in under a minute! • Grades your AdWords account performance based on the 8 PPC metrics that really matter • Compares how you’re doing against other accounts of similar size (monthly spend) Get a free PPC Audit & Your Quality Scores at… www.wordstream.com/google-adwords
- 21. CONFIDENTIAL – DO NOT DISTRIBUTE 21 Improve Click Through Rates
- 22. CONFIDENTIAL – DO NOT DISTRIBUTE 22 What is a Good CTR? • 1: 6% • 2: 4-5% • 3: 2-3% • 4: 1-2% • 5: <1%
- 23. CONFIDENTIAL – DO NOT DISTRIBUTE 23 Account Organization is Critical Bad Better BEST Shorts, Shirts, Pants, Skirts, Blouses, Dresses, T-shirts Jean Shorts, Blue Shorts, Cutoff Shorts, Women’s Shorts, Cheap Shorts, Long Shorts Blue Jean Shorts, Cutoff Jean Shorts, Jean Shorts Cheap, Women’s Jean Shorts, Jean Shorts Online Keywords Ad Copy
- 24. CONFIDENTIAL – DO NOT DISTRIBUTE 24
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- 26. CONFIDENTIAL – DO NOT DISTRIBUTE 26 Ad Extensions… the new MUST have
- 27. CONFIDENTIAL – DO NOT DISTRIBUTE 27 Are Your Ads Relevant?
- 28. CONFIDENTIAL – DO NOT DISTRIBUTE 28 Relevant Ads = Copy Aligned to Ad Group Ad Group: Jean Shorts Blue Jean Shorts, Cutoff Jean Shorts, Jean Shorts Cheap, Women’s Jean Shorts, Jean Shorts Online, Order Jean Shorts
- 29. CONFIDENTIAL – DO NOT DISTRIBUTE 29
- 30. CONFIDENTIAL – DO NOT DISTRIBUTE 30 Optimizing Landing Pages
- 31. CONFIDENTIAL – DO NOT DISTRIBUTE 31
- 32. CONFIDENTIAL – DO NOT DISTRIBUTE 32 1. Main Headline Carried Through from Ad Text 2. Supportive Sub Headline 3. What’s in it for me? Benefits 4. Credibility through Trust Symbols 5. Verbal Call to Action 6. Call to Action Form or Button 7. Complimentary Image or Video 8. Offer Always Above the Fold
- 33. CONFIDENTIAL – DO NOT DISTRIBUTE 33 Devices: Don’t forget Mobile & Tablets
- 34. CONFIDENTIAL – DO NOT DISTRIBUTE 34
- 36. CONFIDENTIAL – DO NOT DISTRIBUTE 36
- 37. Special Offer • Are you interested in a live demo to see how WordStream's PPC Advisor can help optimize your paid search campaigns? – Yes! – No thanks CONFIDENTIAL – DO NOT DISTRIBUTE 37
- 38. Thank you! 38 Thank you for attending WordStream’s webinar on Quality Score! #wordstream Don’t forget to sign up for a Free Trial of WordStream: http://www.wordstream.com/ppc-free-trial Grade Your AdWords Account Today: http://www.wordstream.com/google-adwords Or contact us directly: Sales line: 1-855-967-3787 Elliott Reid ereid@wordstream.com Erin Sagin esagin@wordstream.com