Hacking AdWords: The Secrets to Quality Score [Webinar]

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Information about Hacking AdWords: The Secrets to Quality Score [Webinar]

Published on October 29, 2013

Author: WordStream

Source: slideshare.net


For more information, visit www.wordstream.com

Did you know that a higher than average Quality Score in AdWords can save you up to 50% on your cost per click? Those savings carry over to your CPA too – advertisers with high Quality Scores save up to 80% on cost per conversion!

Google's exact formula for calculating Quality Score is famously mysterious. So how do you know how to make improvements?

In this webinar, WordStream founder and paid search veteran Larry Kim reveals the secrets to hacking AdWords Quality Score. You'll learn:

- Why you should care about Quality Score in AdWords
- How AdWords Quality Score is actually calculated
- Case Study: How one advertiser got an average Quality score of 8.8/10!
- What does it all mean? And what you should be doing now!

Webinar: Hacking AdWords: The Secrets to Quality Score Larry Kim, Founder/CTO, WordStream October 28, 2013 CONFIDENTIAL – DO NOT DISTRIBUTE 1

Today’s Agenda • Overview: Why You Should Care about Quality Score in AdWords • Revealed: How AdWords Quality Score is Actually Calculated • Theory: How One Advertiser Got an Average Quality Score of 8.8/10! • Strategy: What Does It All Mean? What should we do now? Warning: Lots of Valuable Data Ahead! 2

Speaker Introduction Larry Kim  Founder, CTO, WordStream, Inc.  Been doing PPC & SEO for 10 Years!  Provider of 20 Minute PPC Work Week and AdWords Grader  #1 PPC Expert According to PPC Hero! 3

Take Part in Live Blogging on Twitter / Google+ • Include the hashtag #hackingadwords in your Twitter tweets, Google+ status updates, etc. 4

Enter for a chance to win $25,000 In Google AdWords Spend + Free Marketing Tools Visit www.wordstream.com/gradeandgetpaid for contest rules and how to enter. CONFIDENTIAL – DO NOT DISTRIBUTE 5

Let’s learn a little about you…. CONFIDENTIAL – DO NOT DISTRIBUTE 6

Live-Poll Question #perrymarshall What’s Your Average Quality Score in AdWords? a) b) c) d) I don’t know Below average, less than 4/10 Average, between 5-7 Amazing, 8/10 and higher! 7

How Quality Score Impacts Ad Position CONFIDENTIAL – DO NOT DISTRIBUTE 8

How Quality Score Impacts Actual CPC CONFIDENTIAL – DO NOT DISTRIBUTE 9

What’s an Average Quality Score? Around 5.1/10 CONFIDENTIAL – DO NOT DISTRIBUTE 10

Click Prices Range from -50% to +400%

Cost Per Conversion is Largely Based on QS CONFIDENTIAL – DO NOT DISTRIBUTE 12

The Impact of Quality Score on Cost Per Conversion CONFIDENTIAL – DO NOT DISTRIBUTE 13

How is Quality Score Calculated? Mostly CTR.

How Quality Score is Normalized by Ad Position Avg Position Between 2.1 and 2.2 CONFIDENTIAL – DO NOT DISTRIBUTE 15

How Quality Score is Normalized by Ad Position Avg Position Between 4.1 and 4.2 CONFIDENTIAL – DO NOT DISTRIBUTE 16

Example Advertiser with Very High Quality Score CONFIDENTIAL – DO NOT DISTRIBUTE 17

Average Quality Score of 8.8/10!! HOW?! CONFIDENTIAL – DO NOT DISTRIBUTE 18

Slow and Steady Wins the Race CONFIDENTIAL – DO NOT DISTRIBUTE 19




What Does it All Mean? • QS = Essentially Normalized CTR • Has a profound impact on CPC and CPA • Don’t treat PPC ads like display ads (duh.) Versus:

Grade Your Quality Score with The AdWords Grader! • 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) www.wordstream.com/google-adwords 24

WordStream’s 20 Minute PPC Work Week • We find all the low hanging fruit in your account • You just review / approve the findings. • Quick. Easy. Powerful. • 20 Minutes a Week can improve your ROI on AdWords by 20% or more!™ www.wordstream.com/ppc-free-trial 25

Special Offers! Would you like… A. A free AdWords account audit with a WordStream Professional B. A free live demo of WordStream PPC Advisor C. Nothing at the moment 26

Your Questions Thank you for attending WordStream’s webinar! Benchmark your account today! http://www.wordstream.com/google-adwords Don’t forget to sign up for our Free Trial: http://www.wordstream.com/ppc-free-trial Or contact us directly: Larry Kim lkim@wordstream.com http://twitter.com/larrykim 27

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