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Tips to Boost Quality Score:Structuring Your Account for Success

Account Structure Basics

Create separate Search and Display Network campaigns

Create campaigns for each product, service, or around each

theme

AdWords Example

Account Structure Basics

Create tightly themed ad groups with highly relevant

keywords

Make sure your keywords are in your ad copy and on your

landing pages

Campaign Settings

Campaign Settings

Estimating Account-Level

Quality Score

Export all active keywords into Excel and calculate the

average

Then, sort the keywords into one of AdWords three

categories: Poor, OK, or Great

Estimating Account-Level

Quality Score

Next, you can sort your keyword data by campaign and find

the average QS for each.

Viewing keyword data this way will help you know where to

start with restructuring

Account-Level QS: Case Study

Account-Level QS: Case Study

1. Take advantage of all match types

- You can see which keyword(s) give you a better ROI

- You can boost bids on match types that receive more clicks

and reduce bids on the others and this will improve your CTR

Account-Level QS: Case Study

1. Take advantage of all match types (cont.)

- Impression Threshold: If you have a lot of keywords in your

account that have very low impressions, these keywords will

not be evaluated based on their own Quality Score

Account-Level QS: Case Study

2. Put Keywords in ad copy

Account-Level QS: Case Study

3. Put keywords on landing pages and link to quality, relevant

pages

- If you don’t have control over landing pages, do a landing

page review

Account-Level QS: Case Study

Landing Page Review

Account-Level QS: Case Study

Landing Page Review

Case Study: Evaluation

Quality Score Basics

•Search Network:

Ad Rank = CPC bid x Quality Score

• Display Network:

Ad Rank = Display Network bid x Quality Score

Quality Score Misconceptions

1. Display & Search Quality Scores affect each other

2. Higher ad position benefits your Quality Score

3. Deleting or restructuring low QS elements erases their

history

Tips for Improving Quality Score

Test different ad types

Review your relative CTR

Check your destination URLs

Tips for Improving Quality Score

Check your site speed in Webmaster Tools or Google Analytics

Rewrite low CTR ads

Ensure top-performing keywords are in your ads

Tips for Improving Quality Score

Consider incorporating Dynamic Keyword Insertion (DKI) ads

to boost CTR.

Conduct an account audit and restructure where needed

Consider pausing keywords with a CTR <1.5% with few or no

conversions.

Create smaller, more tightly themed ad groups

Make sure the landing pages are highly relevant

Consider adding in broad or modified broad match keywords

Restructure Success

This account had not hit lead goal once in 2010 or 2011

An extensive restructure took place in June and July of this

year

We started by removing duplicate keywords, then worked to

make ad groups more niche or moved ad groups into brand

new campaigns

Restructure Success

From May to June, lead goal % achieved moved from 80.32%

to 95.79%, and cost-per-lead decreased 12.07%

From June to July, lead goal % achieved moved from 95.79%

to 101.26%, and CPL decreased 15.39%

Structure Your Account for Success

It’s clear that account structure is a key element in account

health and success

Review low QS elements using the step-by-step process

covered here

A higher Quality Score likely means a lower CPC and a higher

ad rank

Resources

www.ppchero.com

http://adwords.google.com/support/aw/bin/answer.py?hl=e

n&answer=10215

Speakers include:

Visit www.HeroConf.com for more information!

Crystal Anderson Brad Geddes Andrew Goodman

Nate Jeo Joe Kerschbaum John Lee

Kevin Lee Joanna Lord Melissa Mackey

ElizabethMarsten Marc Poirier Lisa Raehsler

Matt Umbro Matt Van Wagner Marty Weintraub

Q&A

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We will answer as many questions as time allows.

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If you would like more information, please visit

www.HanapinMarketing.com or call 812.330.3134