ses new york ads in a quality score world
DESCRIPTION
More and more, ranking well in paid search listings is less and less about how much you pay and more about the "quality" of your ad campaign. But what goes into making up your quality score? In this panel, we'll take a closer look at quality factors and give tips on increasing the perceived relevancy of your campaigns.TRANSCRIPT
![Page 1: SES New York Ads in a Quality Score World](https://reader034.vdocuments.mx/reader034/viewer/2022051820/5538dab44a795977028b4840/html5/thumbnails/1.jpg)
@jeffadelsonyan
![Page 2: SES New York Ads in a Quality Score World](https://reader034.vdocuments.mx/reader034/viewer/2022051820/5538dab44a795977028b4840/html5/thumbnails/2.jpg)
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
![Page 3: SES New York Ads in a Quality Score World](https://reader034.vdocuments.mx/reader034/viewer/2022051820/5538dab44a795977028b4840/html5/thumbnails/3.jpg)
What Influences Quality Score?
![Page 4: SES New York Ads in a Quality Score World](https://reader034.vdocuments.mx/reader034/viewer/2022051820/5538dab44a795977028b4840/html5/thumbnails/4.jpg)
What Does Quality Score Influence?
![Page 5: SES New York Ads in a Quality Score World](https://reader034.vdocuments.mx/reader034/viewer/2022051820/5538dab44a795977028b4840/html5/thumbnails/5.jpg)
How Do I Improve Quality Score?
✔RelevantRelevance Relevance
![Page 6: SES New York Ads in a Quality Score World](https://reader034.vdocuments.mx/reader034/viewer/2022051820/5538dab44a795977028b4840/html5/thumbnails/6.jpg)
Ad Group: Black Dog Collars
NONOKe
ywo
rds
keywordskeywords
![Page 7: SES New York Ads in a Quality Score World](https://reader034.vdocuments.mx/reader034/viewer/2022051820/5538dab44a795977028b4840/html5/thumbnails/7.jpg)
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!
![Page 8: SES New York Ads in a Quality Score World](https://reader034.vdocuments.mx/reader034/viewer/2022051820/5538dab44a795977028b4840/html5/thumbnails/8.jpg)
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?
![Page 9: SES New York Ads in a Quality Score World](https://reader034.vdocuments.mx/reader034/viewer/2022051820/5538dab44a795977028b4840/html5/thumbnails/9.jpg)
TIP: Don’t Forget About the Landing Page
![Page 10: SES New York Ads in a Quality Score World](https://reader034.vdocuments.mx/reader034/viewer/2022051820/5538dab44a795977028b4840/html5/thumbnails/10.jpg)
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.”
![Page 11: SES New York Ads in a Quality Score World](https://reader034.vdocuments.mx/reader034/viewer/2022051820/5538dab44a795977028b4840/html5/thumbnails/11.jpg)
TIP: Build Your Negatives
![Page 12: SES New York Ads in a Quality Score World](https://reader034.vdocuments.mx/reader034/viewer/2022051820/5538dab44a795977028b4840/html5/thumbnails/12.jpg)
TIP: Build Your Negatives
(ADD these as negative keywords)
![Page 13: SES New York Ads in a Quality Score World](https://reader034.vdocuments.mx/reader034/viewer/2022051820/5538dab44a795977028b4840/html5/thumbnails/13.jpg)
TIP: Change/Check Location(s)
![Page 14: SES New York Ads in a Quality Score World](https://reader034.vdocuments.mx/reader034/viewer/2022051820/5538dab44a795977028b4840/html5/thumbnails/14.jpg)
TIP: Use Search Query Reports
![Page 15: SES New York Ads in a Quality Score World](https://reader034.vdocuments.mx/reader034/viewer/2022051820/5538dab44a795977028b4840/html5/thumbnails/15.jpg)
TIP: Broad Match is For “Head” Terms
Phrase & Exact
BroadS
ear
ch V
olu
me
Generic Keywords Specific Keywords
![Page 16: SES New York Ads in a Quality Score World](https://reader034.vdocuments.mx/reader034/viewer/2022051820/5538dab44a795977028b4840/html5/thumbnails/16.jpg)
TIP: Incomplete Keywords = New Keywords
Old Keywords: New Keywords:Bridgestone Bridgest
BridgestoBridgeston
Find Tires Find TiFind Tir
![Page 17: SES New York Ads in a Quality Score World](https://reader034.vdocuments.mx/reader034/viewer/2022051820/5538dab44a795977028b4840/html5/thumbnails/17.jpg)
TIP: Build for What the Engines See
Gateway Page
Flash Content
Missing Title Tags
Missing rich HTML text
![Page 18: SES New York Ads in a Quality Score World](https://reader034.vdocuments.mx/reader034/viewer/2022051820/5538dab44a795977028b4840/html5/thumbnails/18.jpg)
CAUTION: Don’t Ignore ROI & ROAS
![Page 19: SES New York Ads in a Quality Score World](https://reader034.vdocuments.mx/reader034/viewer/2022051820/5538dab44a795977028b4840/html5/thumbnails/19.jpg)
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.
![Page 20: SES New York Ads in a Quality Score World](https://reader034.vdocuments.mx/reader034/viewer/2022051820/5538dab44a795977028b4840/html5/thumbnails/20.jpg)
Thank you.
OR
email: [email protected]
phone: +1 646 216 8334
follow on Twitter: @jeffadelsonyan
For more data-driven marketing information, read my blog, AskingSmarterQuestions.com.