Is Quality Score Dead?

Transcript

1. Is Quality Score Dead? Serge Nguele Your PPC Doctor @serge-nguele 23.10.2024
5. Is Quality Score dead?
6. 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?
8. ... Late 90’s to 2005, the search auction Max CPC Bid Top Position
9. 2005 The PPC Revolution
13. Since 2005, the Google search auction... Max CPC Bid Quality Score Ad Rank Position
14. Google Advertising Revenue Since 2000
15. The “Google Virtue Triangle” Searchers Google Advertisers
16. Top Search Engine In 2024 92% 3.23% 1.16% GOOGLE MICROSOFT BING YAHOO!
17. 1. Quality Score Demystified. 2. How to leverage Quality Score 3. The Future Of Quality Score.
18. About Quality Score
19. 1 . Your Ad Relevance. 2 . 3 What makes up Quality Score? The user’s Landing Page Experience. Your ad Expected CTR
20. Quality Score evaluation status... Below average Above average Average 1-4 7-10 5-6
21. Quality Score ... a Reward System
22. Quality Score Is not
24. Find Quality Score in Google Ads... Step 1 1
25. Find Quality Score in Google Ads... Step 2 2
26. Find Quality Score in Google Ads... Step 3 3
27. Quality Score evaluation status...
28. Calculate your Quality Score... Step 1
29. Calculate your Quality Score... Step 2
30. Your Weighted Quality Score in Excel
31. This is how Quality Score affects you (1/2)
32. This is how Quality Score affects you (2/2)
34. Actionable tips
35. 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
36. 1 . Make your ad match the keyword intent. 2 . Highlight a unique benefit. 3 Pause zero impressions ad groups. Tips to improve your CTR
37. 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
42. Their Current Ad
43. Prescribed Ad
44. Quality Score in action...
45. 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 ‘
46. 3.4 Quality Score check
47. 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
48. 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’
49. 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
50. 8.2 Quality Score check
51. Thank You Quality Score ☺
53. Google Ads In 2024
54. 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
55. Quality Score Dead or Alive?
56. 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?
57. THANK YOU. I’m Serge Your PPC Doctor find me on LinkedIn: +
58. Support My Fundraising Campaign