How do you do better in a quality score world?<\/p>\n
Joshua Stylman, Reprise Media<\/p>\n
–\u00a0Quality score is determined by a number of factors
\n–\u00a0Google Adwords =\u00a0 CPC x CTR (more relevant copy)
\n–\u00a0Why make these changes \u2013 control over #1 position
\n–\u00a02005 \u2013 Black Box \u2013 CPC, CTR, Landing Page, Ad Copy, others that aren\u2019t transparent
\n–\u00a0CTR not a good proxy for relevance, irrelevant landing pages, etc.
\n–\u00a0Example of dramatic lowering of CPC once ad had a quality score
\n–\u00a0Unintended impacts \u2013 artificial CPC inflation, Engine define \u201cquality\u201d, changes affect quality score
\n–\u00a0Death of bid management, not really.
\n–\u00a0How do you solve for an equation that you don\u2019t understand<\/p>\n
Andrew Goodman, Zero Page Media<\/p>\n
–\u00a0Two quality scores \u2013 one affects minimum bid, the other affects ad rank
\n–\u00a0\u201cOther relevancy factors\u201d \u2013 tightness of relationship keyword \u2013 ad \u2013 landing page
\n–\u00a0Relevant ads, ad keyword are critical
\n–\u00a0How it works \u2013 see the public guidelines, human codes used to train algorithm
\n–\u00a0Principles for ad quality raters are derived from user feedback on a large scale
\n–\u00a0Adbots crawls landing pages looking for \u201dmarkers\u201d a formula will determine score
\n–\u00a0QS\u00a0 Ad Rank \u2013 CTR still key
\n–\u00a0You can fix some of these issues \u2013 Advertiser (A sports training facility) using separate page to test response on different domain
\n–\u00a0Don\u2019t be foolish
\n–\u00a0Cheesy Landing Pages + Deceptive Offers \u2013 \u201cThere is No Sanctuary\u201d
\n–\u00a0Try country variance<\/p>\n
Jonathan Mendez, Otto Digital<\/p>\n
–\u00a0Strategic services arm of Offermatica
\n–\u00a0What is relevance? Contextual relevance.
\n–\u00a0Segmentation + Targeting = Relevance
\n–\u00a0Engagment
\n–\u00a0Ad needs to be relevant to the keyword and the landing page
\n–\u00a0Geotargeting \u2013 important to news growth<\/p>\n
Brian Boland, Microsoft<\/p>\n
–\u00a0Was there for the question and answer session \u2013 Google was invited to the panel but declined to participate<\/p>\n
SESChicago2006<\/p>\n","protected":false},"excerpt":{"rendered":"
How do you do better in a quality score world? Joshua Stylman, Reprise Media –\u00a0Quality score is determined by a number of factors –\u00a0Google Adwords =\u00a0 CPC x CTR (more relevant copy) –\u00a0Why make these changes \u2013 control over #1 position –\u00a02005 \u2013 Black Box \u2013 CPC, CTR, Landing Page, Ad Copy, others that aren\u2019t […]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"footnotes":""},"categories":[13,6,5,2,4],"tags":[],"class_list":["post-262","post","type-post","status-publish","format-standard","hentry","category-customer-experience","category-google-goog","category-microsoft-msft","category-search-engine-marketing","category-yahoo-yhoo"],"aioseo_notices":[],"aioseo_head":"\n\t\t\n\t\n\t\n\t\n\t\n\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t