learning_to_love_your_quality_score-michael_stebbins.ppt
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©2007 Market Motive, Inc. How We ‘Gamed’ AdWords Quality Score Michael Stebbins Founder, Market Motive [email protected]
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Transcript of learning_to_love_your_quality_score-michael_stebbins.ppt
©2007 Market Motive, Inc.
How We ‘Gamed’ AdWords Quality
ScoreMichael Stebbins
Founder, Market Motive
Michael Stebbins
What I Do
Michael Stebbins
Review: AdWords Quality Scores• Introduces a variable that dramatically
affects your ad position and first-page bid price
• Based on a long list of things, some secret
• Required reading adwords.google.com/support
• Make strong relations among ad copy search term, landing page and ad group
• Same as any good marketer should do
• Still, there are a few ‘games’ to ensure you get good performance from AdWords… Despite QS
Michael Stebbins
Review: AdWords Quality Scores• So, to see it:
Michael Stebbins
New Factors:
1. Keyword CTR normalized by position 2. Ad QS Generated each search query3. Landing Page Load Time4. Others…
Michael Stebbins
Game 1: “The Player”• Game Was:
– Bid high, to boost CTR top 3– Then lower after QS established
• NOW– CTR is Normalized – History matters, but difficult to manipulate CTR
with bids • Consolation:
– Make granular ad groups so ads match keywords exactly
Michael Stebbins
Game 2: “The Reset”
• Clear Bad Results• Delete KWs, ads, ad group• Update landing page(s)• Create new ad group• Wait 20 minutes
"Mozilla/5.0 (compatible; Google Keyword Tool; +http://adwords.google.com/select/KeywordToolExternal)"
Google has allegedly claimed:
“QS remains for keyword-page combinations regardless of which campaign or group they show up …”
In our tests, bot behavior showed:
“delete ‘em, start over and the
bot will come w/in 20 min …”
Michael Stebbins
Load Time:
1. Server Side Load Time2. Now: HTML Only
1. “Sometime in the future… everything else”3. Threshhold = Regional Average + 3 seconds
1. Load under 3 seconds, then fine
4. If you have load times greater than 3 seconds, you have other problems.
5. Use webmaster tools to have a look
Michael Stebbins
Landing Page Quality:
1. For Sure:
2. It’s Good for You Anyway:
3. Unproven, but a safe bet
1. For Sure: 1. Semantically related content
2. It’s Good for You Anyway:1. Contains Keyword
1. In ad2. In purchased keywords
2. Fast load3. Privacy statement, if…
3. Unproven, but a safe bet1. About us page2. Original content
Michael Stebbins
Game 3: “Rele-vantastic”
1.Magic Landing Page2. Make your landing page relevant to EVERY ad
Michael Stebbins
Michael Stebbins
Game 3: “Rele-vantastic”
Michael Stebbins
Michael Stebbins
Game 3: “Rele-vantastic”
1.Magic Landing Page2. Make your landing page relevant to EVERY ad
Direct or No KW detected
Mechanical Toys
Search “Chemistry”
Chemistry Kits
PPC Click w/param
cmp=1&grp=3
Chemistry Kits
Michael Stebbins
Game 4: “Rele-vantastic”
A snippet of PHP code does this:
1. Parse referrer token for keywords (Works for PPC and Natural Search)
2. Parse request token for parameters set in PPC URL (Works for PPC and AdWords Bot)
3. Display alternate content based on incoming keywords/ params.1. Param ?src=ggl&cmp=1&grp=2 selects “Chemistry” content
4. Extra Credit: Use session cookie for consistent ‘scent’ throughout the site.
Michael Stebbins
Game 3: “Rele-vantastic”
• AdWords: • From “Poor” to
“Great” qual score, • Reduced bid price,
kept position• Conversion for KW:
• from 0.7% to 3.3% • A 471% increase
