AdWords
Instructor: Dawn Rauscher
Quality Score in Action
• http://www.youtube.com/watch?v=K7l
0a2PVhPQ
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.
Transparency
• Your Business Information
– Share information openly
– Honor the deals and offers you promote
• Your Site’s interaction with a visitor’s
computer
– Avoid altering users’ browser behavior
– If site automatically installs software, be upfront
• Visitors’ Personal Information
– Don’t request personal information
– If you do, provide a privacy policy
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)