質(zhì)量得分相關(guān)google quality score概述ads overview

1、1ADWORDS QUALITY SCOREFrederick Vallaeys | SiliconVallaeys 1SiliconVallaeys | AgendaWhy Google Has Quality ScoreWhy Quality Score Matters to YouWhere to Find Your Quality ScoreHow is Quality Score CalculatedBest Practices2SiliconVallaeys | Why Google Has Quality ScoreBalance the interests of adverti

2、sers, users and publishersShow the most relevant ads possible (and generate clicks)3Note: If the search results for a certain keyword dont include many ads, it may be a mercial query and it is not likely to be a good keyword for you to try to advertise onSiliconVallaeys | How Quality Score Impacts Y

3、ou4EligibilityPositionTop SlotPriceDetermines whether your ad is eligible to enter the auction for that queryDetermines the relative position of your ad in relation to the other ads on that result rageA better quality score reduces the price you need to bid to maintain a given position Only high qua

4、lity ads are eligible to appear above the natural search resultsExtensionsDKIDetermines if your ad is of high enough quality to use new ad formatsOnly ads with high enough Quality Score can use Dynamic Keyword InsertionDid you know: The ad in the top position can pay a lower CPC than the next ad if

5、it has a better Quality Score.SiliconVallaeys | See Your Quality Score5SiliconVallaeys | See Your Quality Score61-10 quality score is just an approximation of how Google expects a keyword to perform. Actual scores are unique for each query. SiliconVallaeys | How Quality Score is Calculated7Quality S

6、coreLanding PageQuality and SpeedOther Relevance FactorsClickthrough Rate(CTR)Did you know: Relevance to Google is measured through user behavior (click behavior) rather than just through semantic relevanceSiliconVallaeys | Clickthrough Rate8By far, clickthrough rate is the most important factor con

7、tributing to your quality score. More specific aspects of your setup matter the most, however in the absence of specific data, the more general elements are usedAccount CTRCreative CTR + URL CTRCTRKeyword CTRSiliconVallaeys | Exact Match Clickthrough RateThe Quality Score number reported in your acc

8、ount is a factor of the CTR when the query EXACTLY matched your keywordExample Below: If your keyword is broad match blue widgets 9QueryImpacts Quality Score Number You See?Impacts Real-Time Quality Score?Blue widgetsYesYes for blue widgetsBuy blue widgetsNoYes for buy blue widgetsBlue widgets for f

9、reeNoYes for blue widgets for freeTake-Away: Quality Score is the same regardless of the match type you use. Use match types to better target your ads.SiliconVallaeys | “Other Relevance Factors”Signals unique to the specific query determine the real time quality score: Location, query, time, etc.10I

10、ndonesiaislandjavajavacupcoffeeprogramC+javaTake-Away: The quality score reported in your account is different than the quality score used to rank your ad.Landing PageLanding page quality can help or hurt your Quality ScoreSlow page load times can hurt your Quality ScoreCertain types of websites wit

11、h poor user experience are against policy. Violating policy can get an account banned.11SiliconVallaeys | Best PracticesBe PatientAccrue at least 100 impressions to let QS settleBid enough to be in top positions at the startRespond to bad QSOptimize or delete poor QS keywordsExperimentMake changes y

12、ou think will increase relevance, you can always revert back and still get your old QSUse broad match to discover new query variationsAdd good variations to their own ad groupsAdd poor variations as negative keywords12SiliconVallaeys | Coming to Terms With Your Quality ScoreQuality scores of 7-10 are great, 4-6 need work and 1-3 may be poor keywords for your businessFocus pri