SES Chicago 2006 - Day 1 - Ads in a Quality Score World

December 4, 2006
Filed Under Customer Experience, Google (GOOG), Microsoft (MSFT), Search Engine Marketing, Yahoo! (YHOO) |

How do you do better in a quality score world?

Joshua Stylman, Reprise Media

- Quality score is determined by a number of factors
- Google Adwords = CPC x CTR (more relevant copy)
- Why make these changes – control over #1 position
- 2005 – Black Box – CPC, CTR, Landing Page, Ad Copy, others that aren’t transparent
- CTR not a good proxy for relevance, irrelevant landing pages, etc.
- Example of dramatic lowering of CPC once ad had a quality score
- Unintended impacts – artificial CPC inflation, Engine define “quality”, changes affect quality score
- Death of bid management, not really.
- How do you solve for an equation that you don’t understand

Andrew Goodman, Zero Page Media

- Two quality scores – one affects minimum bid, the other affects ad rank
- “Other relevancy factors” – tightness of relationship keyword – ad – landing page
- Relevant ads, ad keyword are critical
- How it works – see the public guidelines, human codes used to train algorithm
- Principles for ad quality raters are derived from user feedback on a large scale
- Adbots crawls landing pages looking for ”markers” a formula will determine score
- QS Ad Rank – CTR still key
- You can fix some of these issues – Advertiser (A sports training facility) using separate page to test response on different domain
- Don’t be foolish
- Cheesy Landing Pages + Deceptive Offers – “There is No Sanctuary”
- Try country variance

Jonathan Mendez, Otto Digital

- Strategic services arm of Offermatica
- What is relevance? Contextual relevance.
- Segmentation + Targeting = Relevance
- Engagment
- Ad needs to be relevant to the keyword and the landing page
- Geotargeting – important to news growth

Brian Boland, Microsoft

- Was there for the question and answer session – Google was invited to the panel but declined to participate

SESChicago2006

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