Is Quality Score
Dead?
Serge Nguele
Your PPC Doctor
@serge-nguele
23.10.2024
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Is Quality Score dead?
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1
.
Quality Score is a dogma and
doesn’t matter anymore.
2
.
Quality Score is still
relevant
3 I am pragmatic and think it
depends.
Where do you stand?
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... Late 90’s to 2005, the search auction
Max CPC Bid Top Position
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2005 The PPC Revolution
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Since 2005, the Google search auction...
Max CPC Bid Quality Score Ad Rank Position
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Google Advertising Revenue Since
2000
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The “Google Virtue Triangle”
Searchers
Google
Advertisers
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Top Search Engine In 2024
92% 3.23% 1.16%
GOOGLE MICROSOFT BING YAHOO!
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1. Quality Score Demystified.
2. How to leverage Quality Score
3. The Future Of Quality Score.
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About Quality Score
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1
.
Your Ad Relevance.
2
.
3
What makes up Quality Score?
The user’s Landing Page
Experience.
Your ad Expected CTR
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Quality Score evaluation status...
Below average Above average
Average
1-4 7-10
5-6
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Quality Score ... a Reward System
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Quality Score Is not
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Find Quality Score in Google
Ads... Step 1
1
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Find Quality Score in Google
Ads... Step 2
2
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Find Quality Score in Google
Ads... Step 3
3
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Quality Score evaluation status...
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Calculate your Quality Score... Step 1
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Calculate your Quality Score... Step 2
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Your Weighted Quality Score in Excel
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This is how Quality Score affects
you (1/2)
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This is how Quality Score affects
you (2/2)
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Actionable tips
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1
.
Match your ad text to your
keywords.
2
.
Demonstrate solutions and
answer questions.
3 Grouping keywords into
themes.
Tips to make your ads more
relevant
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1
.
Make your ad match the
keyword intent.
2
.
Highlight a unique benefit.
3 Pause zero impressions
ad groups.
Tips to improve your CTR
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1
.
Keep messaging consistent
from ad to landing page.
2
.
Give users what they’re
looking for.
3 Make your website mobile
friendly.
Tips to improve your Landing page
experience
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Their Current Ad
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Prescribed Ad
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Quality Score in
action...
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Charity client.
Up to
$10,000
Google Ads
Grant account:
Increase traffic
Average CPC of $5.20
Our Finding: Jan 2024
Ad groups with +25
keywords
55% of ads with a ‘Poor’
Ad strength ‘
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3.4
Quality Score check
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What we did
This is how
we did it ☺
Google Ads
Grant account:
Action
Splitting congested ad
groups into themes
Our Actions: Feb-March
Matching ad text to the
keywords
Experimenting different
CTAs they had on the
landing page
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What we did...
This is how
we did it ☺
Google Ads
Grant account:
Action
Paused zero impression
keywords with QS <=5
Our Actions: Feb-March
Paused keywords with QS
<4 and Ad Relevance
‘Below average’
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Charity client.
Google Ads
Grant account:
High click volume
Only 19% of ads have a
‘Poor’ Ad strength
Results: Apr - Jul
Average CPC lowered by 3x
to $1.76
More traffic and potential
donors to the charity
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8.2
Quality Score check
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Thank You Quality Score ☺
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Google Ads In 2024
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Key takeaways:
1. 2. 3.
Use Quality Score
as a diagnostic tool.
Achieve max
efficiency on
Search leveraging
QS Insights
Focus on your
overall Google Ads
strategy
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Quality Score Dead or
Alive?
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Alive.
As Google Ads evolves, will Quality
Score or a similar metric be applied
to non-search campaign types in
the future. What are your thoughts?
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THANK YOU.
I’m Serge Your PPC Doctor
find me on LinkedIn:
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