Ad Auction, Quality Score, Ad Rank Google AdWords...Click-Through Rate is the most important factor...

Google AdWords: Ad Auction, Quality Score, Ad Rank

Ad Auction

Ad Rank

What is Quality Score? Quality Score is Google's rating of the quality and relevance of both your keywords and PPC ads. It is used to determine your cost per click (CPC) and multiplied by your maximum bid to determine your ad rank in the ad auction process. Your Quality Score depends on multiple factors, including:

Google Confidential and Proprietary

What does Quality Score influence?

Eligibility

Determines whether your ad is eligible to enter the

auction for that query

Google Confidential and Proprietary

PositionDetermines the relative position of your ad in

relation to the other ads on that result rage

Top SlotOnly high quality ads are eligible to appear

above the natural search results

PriceA better Quality Score reduces the price you

need to bid to maintain a given position

Evaluating Ad Rank on Search

QualityScore

Max CPC

Google Confidential and Proprietary

Extensions &Ad formats

Click-Through Rate (CTR)Click-Through Rate is the most important factor contributing to your

Quality Score.

Google takes into account the historical CTR of the Ad and its estimates of the future CTR.

Creative

Query

Keyword CTR

Google Confidential and Proprietary

We use relevancy signals unique to the specific query to help inform our quality predictions

Indonesia island

java java

cup coffee

program

C++ java

Relevancy

Google Confidential and Proprietary

Setting up Campaign Goals:

Your #1 Goal is Donations, but…

There are two exceptions: brand terms and disaster relief.

Relevancy is Everything

Bad News ▪You can’t run ads on keywords if you don’t have the precise content the user is looking for

Good News▪You can build content to make yourself relevant for anything

☹

☺

Nobody Is Searching for a Place to Give MoneyPeople ARE searching for information

Awareness

Interest

Intent

Purchase

Monthly Google Search Volume“About The Rainforest” – 5,000,000“Deforestation” – 457,000

“Save the Rainforest” – 33,000

“Rainforest Charities” - 880

“Creative” email captureAbout the Rainforest

Deforestation

Save the Rainforest

Charities

Sign an online petition

Get Involved, volunteer, share

Donations, memberships, sales

Focus on the top of the funnel

List Building with Google Ad Grants

Before (1/1/13 – 7/31/13) 0 newsletter signups

After (8/1/13 – 8/31/14) 14,278 emails collected

List Building with Google Ad Grants

▪ Hundreds of thousands of emails collected

▪ 2 custom emails before general list inclusion

▪ Online donations now on par with offline

Website 1st, Google Grants 2nd

Goals, goals, goals

• Does your website easily capture emails, Facebook likes & Twitter follows?

• Do you know what a supporter is worth?

• Do you have a landing page for additional goals?