《Understanding Search Ads Quality》.pptx

1 Understanding Search Ads Quality Pop Quiz 2 If your quality score goes up from 6/10 to 7/10, what should you do to your bid on that keyword? Raise your bid Lower your bid Keep you bid the same D. Not enough information Metrics that matter 3 You should be managing your keywords for overall profitability. Impressions Conversions Revenue Cost Profit Clicks 4 Why do we have quality score? Quality score is our way of balancing the interests of all parties in the online advertising ecosystem What does quality score influence? 5 Price Top Slot Only high quality ads are eligible to appear above the natural search results Eligibility Determines whether your ad is eligible to enter the auction for that query A better quality score reduces the price you need to bid to maintain a given position Max CPC Bid Quality Score Top Slot Ad Rank Eligibility CTR Landing Page Quality Other Relevance Factors How Does Quality Score Work? 6 Price Query Keyword Creative 7 What contributes to quality score? 1-10 quality score is just an approximation of how we expect a keyword to perform. Actual scores are unique for each query. 8 Clickthrough Rate By far, clickthrough rate is the most important factor contributing to your quality score. Creative Query Keyword CTR Relevancy 9 We use relevancy signals unique to the specific query to help inform our quality predictions. Landing Page 10 Landing page quality is used to police serious offenders of our landing page guidelines. Max CPC Bid Quality Score Top Slot Ad Rank Eligibility CTR Landing Page Quality Other Relevance Factors How Does Quality Score Work? 11 Price Query Keyword Creative Eligibility What are First Page Bids? The approximate CPC needed to show on the first page of Google search results for this exact query This is based on Quality Score Competition This is the value to show in last possible position on page one Disclaimer: Not a Guarantee if paying first page bid, ad will show on first page Quality Score vs FPB