SES San Jose 08: Ads in a Quality Score World
John W Ellis - Thursday, August 21, 2008
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(Guest Post)
Day 3 of SES San Jose is always an interesting day. It’s the day of Google Dance hangovers and beach trips. However, the highlight of my day was “Ads in a Quality Score World"
Moderator: Dana Todd, CMO, Newsforce
Speakers:
Day 3 of SES San Jose is always an interesting day. It’s the day of Google Dance hangovers and beach trips. However, the highlight of my day was “Ads in a Quality Score World"Moderator: Dana Todd, CMO, Newsforce
Speakers:
- Brad Geddes, Founder, bgTheory.com
- Ron Jones, Search Engine Watch Expert & President/CEO, Symetri Internet Marketing
- Kendall Allen, Former Managing Director, Incognito Digital, Digital Marketing and Convergence Media Consultant
- Misty Locke, President & Co-founder, Range Online Media
Dana Todd moderated the session and made a point that each panelist was instructed to give at least one hot tip. That was refreshing to hear, because often panelists are too theoretical without giving practical advice.
Although technical difficulties delayed us about 10 minutes, Ron Jones started us off with some basic notes and a history of the Quality Score.
Ron Jones
- What is a Quality Score?
- Not Bid to Position
- Quality Score is a dynamic value assigned to each keyword
- Quality Score Influences ad position and determines CPC
- Google Introduced Quality Score in 2005, revised in 2007
- Factors that determine Quality Score
- Historical CTR
- Relevance with Ad
- CTR History – with all keywords
- Landing Page
- Solutions:
- Split AdGroups to 20 -30 keywords. If it’s more then that it’s not granular enough
- Test thoroughly
- Delete low / poor ratings
- Too many people are focused on bid management and not on quality score
- Hot Tip: Testing is essential
Brad Geddes
- Why is Quality Score Important?
- Ad Rank = Keyword Quality Score X Max CPC
- Save money by adjusting score
- Account Organization is Key
- Dynamic Keyword Insertion should not be a crutch
- Hot Tip – Run a keyword bid that shows min bids
Misty Locke
- “How to Manage the Madness”
- Quality Score goes back to the fundamental of paid search
- 5 basic Steps
- Keyword Building - Flush out all the “right” keywords
- Organization & Structure - Yahoo has a 10,000 AdGroup limit per Campaign – If you haven’t reached that, then you are not granular enough.
- Match Types - Every keyword should have every match type & Break Match types into unique AdGroups
- Creative - Keyword Insertion should NOT be needed
- Landing Pages
Summary: The biggest takeaway from this session is that "Misty Locke is awesome". I have been blogging, managing, and speaking on pay-per-click for a few years. Some would even say I am an expert. After hearing her speak on the topic, I realize I have a long way to go. Look for future PPC tips on JohnWEllis.com, as I put many of her new tactics into practice. I will let you know how it goes.
** John Ellis is the Senior Online Marketing Manager for ResortQuest Vacation Rentals
** John Ellis is the Senior Online Marketing Manager for ResortQuest Vacation Rentals
Labels: john ellis, San Jose, Search Engine Strategies, SES
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