Post by account_disabled on Feb 19, 2024 5:35:41 GMT
Let me tell you a story. Once upon a time in a land far away (a few months ago at our offices in Bend, Oregon), we did a quick AdWords Audit of an advertiser’s account that spent about $30,000 per month on AdWords. Among other findings, the audit revealed that their PPC agency had done a nice job of steadily increasing their click-through rate (CTR) and Quality Score. Specifically, the last 30 days showed a very nice increase in CTR. But uh oh, wait just a minute: it also showed that sales were CUT IN HALF during that time period! The agency was clearly optimizing for the wrong metrics, like so many agencies and advertisers do.
They were so concerned about CTR and Quality Score and the pretty Buy TG Database reports they could show their client, that they overlooked the bottom line and cost their client thousand of dollars. There is so much data to look at in AdWords and analytics that this oversight is unfortunately quite easy to make. What Quality Score REALLY Is Google’s documentation says that Quality Score is their system’s way of measuring how relevant your keywords, ads and landing pages are to a person’s search query. A higher quality score means your ad can be shown in a higher position for cheaper.
Awesome! However, Google doesn’t pull its credit card out of its wallet and buy from you. Your customers do. So why put all your resources into optimizing for Google’s opinion of your keywords, ads and landing pages? Shouldn’t you be putting more effort into getting sales? I’m not saying to disregard your quality score. It IS an important metric for getting more clicks for less spend. But don’t optimize for quality score at the expense of more important metrics. After all, if you had quality scores of all 10’s, you’d feel pretty good about yourself, wouldn’t you? But what if no one ever bought from you? This is entirely possible, unfortunately: you could have very high relevance from keyword to ad to landing page with a wonderful account performance history.
They were so concerned about CTR and Quality Score and the pretty Buy TG Database reports they could show their client, that they overlooked the bottom line and cost their client thousand of dollars. There is so much data to look at in AdWords and analytics that this oversight is unfortunately quite easy to make. What Quality Score REALLY Is Google’s documentation says that Quality Score is their system’s way of measuring how relevant your keywords, ads and landing pages are to a person’s search query. A higher quality score means your ad can be shown in a higher position for cheaper.
Awesome! However, Google doesn’t pull its credit card out of its wallet and buy from you. Your customers do. So why put all your resources into optimizing for Google’s opinion of your keywords, ads and landing pages? Shouldn’t you be putting more effort into getting sales? I’m not saying to disregard your quality score. It IS an important metric for getting more clicks for less spend. But don’t optimize for quality score at the expense of more important metrics. After all, if you had quality scores of all 10’s, you’d feel pretty good about yourself, wouldn’t you? But what if no one ever bought from you? This is entirely possible, unfortunately: you could have very high relevance from keyword to ad to landing page with a wonderful account performance history.