@jeffadelsonyan

What is Quality Score?

• Quality Score or Quality Index balances ecosystem

• Ranked on a 1-10 scale (10 = best)

• Higher quality score usually means higher position and lower CPC

What Influences Quality Score?

What Does Quality Score Influence?

How Do I Improve Quality Score?

✔RelevantRelevance Relevance

Ad Group: Black Dog Collars

NONOKe

ywo

rds

keywordskeywords

TIP: Target <8 Unique Keywords Per Ad Group

Ad Group: Black Dog Collars

with Spikes

Ad Group: Black Reflective

Dog Collars

Ad Group: Black Dog Collars with Rhinestones

Ad Group: Black Dog Collars

with Sequins

Ad Group: Black Dog Collars with Gold Buckle

Ad Group: Black Dog Collars with Silver BuckleAd Group:

Black Adjustable Dog CollarsYES!

YES!

TIP: Ask “Does each text ad fit for each keyword in the ad group?”

Ad Group: Black Dog Collars

with Spikes

Text Ad #1 Text Ad #2 Text Ad #3

YES YES MAYBE?

TIP: Don’t Forget About the Landing Page

TIP: Call Things What They Are

Which language is your target audience more likely to use?

“Honey, I’m going to Meineke for some ✗Steering and Suspension Services.”

OR

“Honey, I’m going to Meineke to get my ✔ alignment checked.”

Which language is your target audience more likely to use?

“Honey, I’m going to Meineke for some ✗Steering and Suspension Services.”

OR

“Honey, I’m going to Meineke to get my ✔ alignment checked.”

TIP: Build Your Negatives

TIP: Build Your Negatives

(ADD these as negative keywords)

TIP: Change/Check Location(s)

TIP: Use Search Query Reports

TIP: Broad Match is For “Head” Terms

Phrase & Exact

BroadS

ear

ch V

olu

me

Generic Keywords Specific Keywords

TIP: Incomplete Keywords = New Keywords

Old Keywords: New Keywords:Bridgestone Bridgest

BridgestoBridgeston

Find Tires Find TiFind Tir

TIP: Build for What the Engines See

Gateway Page

Flash Content

Missing Title Tags

Missing rich HTML text

CAUTION: Don’t Ignore ROI & ROAS

Key Takeaways

1. Focus on improving

relevancy

2. Create web pages that are

user-friendly & use SEO

Best Practices

3. Don’t lose sight of ROI

and ROAS

**Note: Even if you have done

everything right, you

might not have a perfect

quality scoreFor more data-driven marketing information, read my blog, AskingSmarterQuestions.com.

Thank you.

OR

email: jeff@levelwing.com

phone: +1 646 216 8334

follow on Twitter: @jeffadelsonyan

For more data-driven marketing information, read my blog, AskingSmarterQuestions.com.