Cassie Oumedian is the Sr. Digital Specialist at Hanapin Marketing with over 7 years of PPC experience working on some of the world's largest brands. At Hanapin, she helps Enterprise, Small and Medium size businesses analyze their PPC accounts to help identify gaps and opportunities within their digital PPC strategy.
Higher quality ads can lead to lower prices and better ad positions. The components of Quality Score (expected CTR, ad relevance, and landing page experience) are determined every time your keyword matches a customer's search. What is Quality Score?
How is Quality Score calculated? Click Thru Rate Landing Page Relevance Ad Text Relevance Keyword Relevance Historical Performance Device
Why is Quality Score Important? Ad Rank = QS + Max CpC + Ad Extensions
What Does and Doesn’t Matter Regarding Quality Score? Se ling the (Quality) Score Using Quality Score to Guide Optimizations
Bing Quality Score New updates released in Feb include Market Estimate QS when not enough data is available.
Facebook Relevance Score Relevance score is calculated based on the positive and negative feedback an ad receives from its target audience. The higher an ad’s relevance score is, the less it will cost to be delivered. Sounds familiar….
Search impression share: The impressions you’ve received on the Search Network divided by the estimated number of impressions you were eligible to receive. Search Lost IS (budget): The percentage of time that your ads weren't shown on the Search Network due to insuﬃcient budget..
Impression Share From my experience a total search impression share of 75% + would be considered good as this means your account is showing up for majority of auctions available. This is factoring in a balance of all the match types.
What Happens When An Accounts Has Lots of Broad Match?
Are negative keywords blocking relevant traﬃc in your account?
Ad Extensions Ad Extensions are a Big Deal!
How to tell if your display campaigns are broken? Start by reviewing Display Placement Reports to see if your ads are showing up on relevant sites.
If placements are not driving actual conversions or assisted conversions, be sure to exclude placements to increase eﬃciency.
If you notice mobile apps are driving irrelevant traﬃc, you can exclude them by adding the above placement exclusion to weed out ineﬃcient traﬃc.
How Do Search Partners Perform for your account? After reviewing the data, you can then determine if you need to expand search partners, or maybe exclude them all together to help increase eﬃciency.
Adjust mobile bid modiﬁers to help optimize for optimal conversions and CPA/ROAS.
Bing mobile and TABLET bid adjustments Bing oﬀers Tablet bids adjustments from -20% up to +300% to help optimize tablet performance
2015 KISSmetrics Guide KISSmetrics Demo h p://kiss.ly/growth h p://kiss.ly/demo