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Webinar: Hacking AdWords:

The Secrets to Quality Score

Larry Kim, Founder/CTO, WordStream

October 28, 2013

Today’s Agenda

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• Overview: Why You Should Care about Quality

Score in AdWords

• Revealed: How AdWords Quality Score is Actually

Calculated

• Theory: How One Advertiser Got an Average Quality

Score of 8.8/10!

• Strategy: What Does It All Mean? What should we

do now?

Warning: Lots of Valuable Data Ahead!

Speaker Introduction

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Larry Kim

Founder, CTO, WordStream, Inc.

Been doing PPC & SEO for 10 Years!

Provider of 20 Minute PPC Work Week and AdWords Grader

#1 PPC Expert According to PPC Hero!

Take Part in Live Blogging on Twitter / Google+

• Include the hashtag #hackingadwords in your Twitter tweets, Google+ status updates, etc.

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Enter for a chance to win $25,000 In Google

AdWords Spend + Free Marketing Tools

Visit www.wordstream.com/gradeandgetpaid for contest

rules and how to enter.

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Let’s learn a little about you….

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Live-Poll Question #perrymarshall

What’s Your Average Quality Score in AdWords?

a) I don’t know

b) Below average, less than 4/10

c) Average, between 5-7

d) Amazing, 8/10 and higher!

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How Quality Score Impacts Ad Position

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How Quality Score Impacts Actual CPC

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What’s an Average Quality Score? Around 5.1/10

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Click Prices Range from -50% to +400%

Cost Per Conversion is Largely Based on QS

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The Impact of Quality Score on Cost Per Conversion

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How is Quality Score Calculated? Mostly CTR.

How Quality Score is Normalized by Ad Position

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Avg Position Between 2.1 and 2.2

How Quality Score is Normalized by Ad Position

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Avg Position Between 4.1 and 4.2

Example Advertiser with Very High Quality Score

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Average Quality Score of 8.8/10!! HOW?!

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Slow and Steady Wins the Race

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Eliminate the Garbage

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Be Intentional

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Killer Ads

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What Does it All Mean?

• QS = Essentially Normalized CTR

• Has a profound impact on CPC and CPA

• Don’t treat PPC ads like display ads (duh.)

Versus:

Grade Your Quality Score with The AdWords Grader!

• A free, instant PPC audit in under a minute!

• Grades your AdWords account performance based on the 8 PPC metrics that really matter

• Compares how you’re doing against other accounts of similar size (monthly spend)

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www.wordstream.com/google-adwords

• We find all the low hanging

fruit in your account

• You just review / approve the

findings.

• Quick. Easy. Powerful.

• 20 Minutes a Week can

improve your ROI on

AdWords by 20% or more!™

WordStream’s

20 Minute PPC Work Week

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www.wordstream.com/ppc-free-trial

Special Offers! Would you like…

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A. A free AdWords account audit with a WordStream

Professional

B. A free live demo of WordStream PPC Advisor

C. Nothing at the moment

Your Questions

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Thank you for attending WordStream’s webinar!

Benchmark your account today!

http://www.wordstream.com/google-adwords

Don’t forget to sign up for our Free Trial:

http://www.wordstream.com/ppc-free-trial

Or contact us directly: Larry Kim

lkim@wordstream.com

http://twitter.com/larrykim