Google have just rolled out a feature which should help advertisers diagnose account problems much more quickly and should help increase quality score and return on investment as a result.
Now when you log into your Adwords account you can view 3 new quality score performance indicators, ‘expected click through rate’, ‘ad relevance’ and ‘landing page experience’. These three indicators are then ranked ‘above average’ ‘average’ and ‘below average’.
If your Dental Practice is running a PPC campaign then these indicators will help optimise it and should help improve is performance.
Although these indicators may still seem a little vague, this nonetheless marks an increase in transparency from Google and is a development which many advertisers have been requesting for sometime. Anything that makes Google more transparent is a good thing in my book! Quality Score has notoriously seemed like “a Black Box” metric which advertisers have been tearing their heair out over to figure out. This small change should help save the average PPC account manager a few hairs on their head as it will help them to focus their actions to improve it.
In a nutshell Quality Score aims to signify the overall satisfaction of the end-to-end advertising experience for users. In effect, Quality Score is an attempt to describe the overall effectiveness of the campaign from click to conversion which goes beyond CTR fluctuations to also provide insight into keyword choice, ad copy quality and landing page performance. Taking these 3 key ad experience factors into account over time, Quality Score aggregates all the data points into one single ‘out of ten’ rating.
Although Quality Score is deliberately a long term macro-level campaign effectiveness metric, what was previously lacking was any insight into what issues were specifically driving quality score down. Jonathan Alferness, Director or Product Management at Google has said that he hopes that this latest improvement will help advertisers focus on specific components of the calculation and make their campaign auditing efforts more efficient so that managers can stop “thinking about Quality Score in a purely holistic way”.
While it may have seemed like a black box for ad pricing, it is an important game mechanic within AdWords to enable Google to have a permanent data-centric dialog with advertisers on how to improve their campaigns and create a better experience for potential customers. Quality Score helps to maintain the integrity of every single keyword level auction and mediate the interests of all the parties – namely, Advertisers, Google and Users. If Google can help temper advertiser ambitions to focus on a better user experience (on not just Google but their own website too), then this win for the user should ultimately translate into more profitable campaigns.
Some new factors to consider in your approach to campaign management are:
These new more granular indicators will not completely take the art out of PPC management but as these metrics essentially compare the market on that keyword they give you a glimpse of what is going on at a macro level and free up time to work on all those weird little anomalies you have been dying to get your teeth into.