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Webinar: Mastering Quality Score — The Key to AdWords ROI

Erin Sagin & Elliott Reid

August 13th 2013

Today’s Agenda

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• 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

Take Part in Live Blogging on Twitter / Google+

• Include the hashtag #qualityscoremaster in your Google+ status updates,Twitter tweets, etc.

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Meet Today’s Experts!

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Erin Sagin

Premier Consultant, WordStream

@erinsagin

@wordstream

Elliott Reid

Search Marketing Analyst, WordStream

@ElliottPReid

@wordstream

Let’s learn a little about you….

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Poll Question 1: Do you know how Quality Score is

calculated?

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a) Yes

b) No

c) What’s Quality Score?

Poll Question 2: Do you actively manage your

account with Quality Score in mind?

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a) Yes

b) No

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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

Google Wants Advertisers to be Relevant

Relevancy

&

Quality

Score

How does Google keep this eco-system working?

Customers Advertisers

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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

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So, What Can I Do?

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Components of QS

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Finding Your Quality Score in AdWords

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• 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

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Improve Click Through Rates

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What is a Good CTR?

• 1: 6%

• 2: 4-5%

• 3: 2-3%

• 4: 1-2%

• 5: <1%

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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

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Ad Extensions… the new MUST have

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Are Your Ads Relevant?

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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

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Optimizing Landing Pages

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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

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Devices: Don’t forget Mobile & Tablets

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http://www.wordstream.com/larry-kim

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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

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Thank you!

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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