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Great Article On PPC Quality Scores and Click Costs

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Re: Great Article On PPC Quality Scores and Click Costs

Post by brentemiller on Tue Mar 24, 2009 9:09 am

Josh,
I have seen ads that say something like, "Get top rankings on Google and pay less than everyone else." or "Beat Google at its own game, new software tricks search engines into putting you at the top of the list." They don't mention the term Quality Score but the two factors are relevancy and cost for getting at the top so if they are telling the truth, and I don't believe they are being completely up front, they are advertising a way to manipulate the relevancy or QC. I've never clicked on one. Next time I see one, I'll grab the link and email it to you.
Brent Miller

Re: Great Article On PPC Quality Scores and Click Costs

Post by joshthomas80 on Mon Mar 23, 2009 10:58 am

brentemiller wrote:Second, there is no shortcut for doing things right--be wary the "buy your quality score here" ads. Thanks for reinforcing these things.
Brent Miller
http://www.YourLifeofCash.com


Brent, There are ads claiming to buy your quality score?
How do they claim to do this?

Re: Great Article On PPC Quality Scores and Click Costs

Post by Andrea Goodsaid on Mon Mar 23, 2009 8:07 am

It makes complete sense to me - the click-thru-rate is the first line of proof that the searchers are getting what they want - ie. that the ad works - and that's Google's whole purpose in life ... to deliver what the searchers want so they'll keep coming back. That's their life blood.

Only makes sense to reward 'good behavior' with better pricing. They're training us well -- total pain and reward approach :)

Thanks for the article Kurt -- just one more kick in the rear to get my adwords campaigns online and flowing really at top rate - cool!

Andrea

Re: Great Article On PPC Quality Scores and Click Costs

Post by brentemiller on Mon Mar 23, 2009 8:02 am

Justin,
This goes to underscore two important points. The first is obvious that our quality score is extrmely important, just as people have been saying for a while now. Second, there is no shortcut for doing things right--be wary the "buy your quality score here" ads. Thanks for reinforcing these things.
Brent Miller
http://www.YourLifeofCash.com

Re: Great Article On PPC Quality Scores and Click Costs

Post by KurtHenninger on Mon Mar 23, 2009 6:16 am

Practically ever training course I've ever read plus from personal experience really shows that CTR is King for quality scores.

Really that is the whole basis for split testing your ads. By gradually increasing your ad CTR by split testing, you are going to increase your quality score and in turn reduce click costs.

Re: Great Article On PPC Quality Scores and Click Costs

Post by joshthomas80 on Fri Mar 20, 2009 3:24 pm

Relevance has it’s place. But both the new Google Video and other recent disclosures make clear that CTR drives quality score. You will not have meaningful impact getting your keywords into your text-ads, grouping keywords in better ways, and many of the other tactics getting over-hyped in some quarters. Relevance plays a supporting role, as does landing page to an even lesser degree, but both are trumped and trounced by CTR. Get great CTRs and you’ll get great QS’s. There is no other route.


Interesting statement here.

Kurt, I gather this is what you were getting at in your post to Kristina?

It makes sense that CTR (the most measurable form of relevance) plays
the largest role in Quality Score. I had a suspicion about this, and its nice
to see a little documentation backing it up.

Thanks for sharing this. It helps clear up the "Google Fog" a bit. I have seen
this affect my own QS's. The keywords which have 8-9% CTR's typically get
bumped up to an 8 QS, and I think I even had a 9 once! No changes in ad
text or landing page copy.

Re: Great Article On PPC Quality Scores and Click Costs

Post by nlbhoy on Fri Mar 20, 2009 3:13 pm

Very interesting article, I found it very imformative especially the calculations they use to come up with the cost of your clicks, always wondered how they came up with that particular amount.

Great Article On PPC Quality Scores and Click Costs

Post by KurtHenninger on Fri Mar 20, 2009 2:44 pm

Just wanted to link to a really interesting article on PPC keyword quality scores, called "Economics of Quality Scores" by Craig Danuloff.

It's a really fascinating look into how much you pay for each click based on quality score.....and the #1 factor in quality scores being your Click-Through-Rate.

For those looking to pay less for clicks, this is a good read. Really drives home some of the points made in Jim's PPC Domination course about how to pay less for clicks.

Enjoy

http://www.clickequations.com/blog/2009/03/the-economics-of-quality-score

Thoughts?

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