adwords quality score

Free ebook: Hacking Adwords [One Weird Trick That Could Save You Thousands]

We’ve told you time and again that Quality Score is super important. It lowers your cost per click. It lowers your cost per action. It improves your ad rankings. In short, high Quality Scores correlate really well with overall account success. OK, OK, you’re saying, I get it! But how do I actually get these high Quality Scores? Rather than spout the usual list of advice, let’s take a close look at a real account that has exceptionally high Quality Scores and see how they’re getting it done. The account we’re going to be looking at belongs to a WordStream client, a small business in the insurance industry. Despite this being one of the most competitive verticals in AdWords, this advertiser is killing it with his AdWords campaigns. In fact, he has an average impression-weighted Quality Score of 8.8 — about as close to “perfect” as I’ve ever seen. So how did they do it?

First 3 Pages

GUIDE HACKING ADWORDS [ONE WEIRD TRICK THAT COULD SAVE YOU THOUSANDS] INTRODUCTION We’ve told you time and again that Quality Score is super important. It lowers your cost per click. It lowers your cost per action. It improves your ad rankings. In short, high Quality Scores correlate really well with overall account success. OK, OK, you’re saying, I get it! But how do I actually get these high Quality Scores? Rather than spout the usual list of advice, let’s take a close look at a real account that has exceptionally high Quality Scores and see how they’re getting it done. The account we’re going to be looking at belongs to a WordStream client, a small business in the insurance industry. Despite this being one of the most competitive verticals in AdWords, this advertiser is killing it with his AdWords campaigns. In fact, he has an average impression-weighted Quality Score of 8.8 — about as close to “perfect” as I’ve ever seen. So how did they do it? THE 5 KEY CHARACTERISTICS OF A HIGH QUALITY SCORE ACCOUNT Theoretically there are a lot of factors that go intoGoogle Quality Score. But the single most important factoris definitely normalized click-through rate (CTR). We used the AdWords Performance Grader to get some high-level insight into what this advertiser is doing so right. Using this report, we identified five key characteristics that are contributing to the super-high average Quality Score of 8.8. #1: AMAZING CLICK-THROUGH RATES Theoretically there are a lot of factors that go into Google Quality Score. But the single most important factor is definitely normalized click-through rate (CTR). And this advertiser’s average CTR is off the charts: That little yellow line represents the typical curve, with CTR plotted against average position. This account’s click-through rates are way, way higher than average — it’s got an average search CTR of 14.06% (2% is usually the benchmark for a decent PPC click-through rate). How did they get a 14% CTR in an average ad position of 2.88? Most of the outlier keywords with CTRs of 30%, 40%, 50% and even 70% are branded keywords, which generally have very high CTRs — but the rest of the keywords aren’t branded. In fact, it’s interesting to note that there are even 0% CTR keywords that have perfect Quality Scores of 10. This suggests that the high account average CTR is pulling up the Quality Scores for all keywords in the account. I see this in a lot of accounts, and it’s one reason why I always recommend slating at least 15% of your PPC budget toward branded keywords. But what about the rest of the keywords in this account? #2: EXTENSIVE USE OF LONG-TAIL KEYWORDS Competitive keywords aren’t just hard to rank for in organic search; they’re tricky in PPC too, especially in cutthroat industries like insurance. So if you want high CTRs you need to be a little pickier about your keyword selection. As you can see, this advertiser is in the 87th percentile in terms of long-tail keyword usage: