SES NY Day 2: Ads in a Quality Score World
This morning, Andrew Goodman, Principal for Page Zero Media moderated a session on Quality Score and its effects on PPC marketing. The panelists included Joel Lapp, VP of Account Services for Reprise Media, Jon Kelly, President of SureHits, David Pann, VP of Network Monetization for Yahoo! Inc, and Frederick Vallaeys, Google AdWords Evangelist from Google.
The session included a few fairly basic tips on campaign structure and relevancy, and was eally more of a Quality Score 101. The basic points that all the panelists hit on were the following:
1) Structure your campaigns into specific ad groups that contain very closely related keywords.
2) Create ad copy that is highly targeted to each ad group. This should increase both your Quality Score, as well as your click through rates.
3) CTR is a very important factor. However, the CTRs are compared to the averages on a per position basis. So, your .5% CTR in position 5 may be very good compared to all of the other advertisers.
4) Align your keyword, ad copy, and landing page very closely.
5) Poor performing keywords and ads can drag down the Quality Score of the entire ad group.
Aside from the basic and pretty standard tips for increasing your Quality Score, the panel also recapped the factors that are involved in calculating Quality Score. Those boiled down to:
1) Account history
2) Relative click through rate (on a per position basis)
3) Relationship and relevancy of the keyword/ad copy/landing page combination.
4) Quality of landing page, as well as the speed of the page’s loading time.
All in all, the tips were very insightful if you have not been exposed to Quality Score at all, or have seen it inside your Adwords account but weren’t really sure what to make of the obscure ratings. It will be interesting to see how panels like these evolve as more and more testing is done with Quality Score and its factors.
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