Google Quality Score Video

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By Craig Danuloff | March 13, 2009

Google Adwords Quality Score is perhaps the most talked about subject in PPCLand. It’s one we’ve spend a lot of time writing about over the past few months.

In this new video, Google’s Chief Economist, Mr. Hal Varian, provides a great overview of how Quality Score works in practice in the ‘Ad Auction’ which controls when, where, and for how much your PPC ads are displayed on Google.

This is absolutely must-see online video for anyone managing paid search campaigns. No matter how much or little you know about QS, this video is worth your time.

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http://blog.ppcproz.com Dan PPCPROZ

Do you think the pie chart of Quality score is accurate?

* 60% CTR (“user feedback”)
* 30% Adwords Account Architecture (“relevancy”)
* 10% Landing Page Factors (that’s all? -WTF)

Landing Page Factors includes: relevancy of landing page, original, easy navigation, transparent ie. privacy policy page, load time, contact us page, little use of pop ups/unders….

Relevancy of the landing page is only a small part of the landing page formula, did you catch that? We don’t know exactly how much power this carries, but my guess is 30%.

If that is true…

Then landing page relevancy is really only:

30% x 10% = 3% of the quality score?!!

That can’t be, can it? Google prides itself on Relevancy so, how can this possibly be I ask you? I hope I’m wrong on this.
http://www.clickequations.com/blog/2009/03/the-economics-of-quality-score/ The Economics of Quality Score | The ClickEquations Blog

[...] recently released Google Video by Google’s Chief Economist, Hal Varian helped clarify this [...]
http://clickequations.com Craig Danuloff

I've been told explicitly by a Sr. Google Rep who works with this stuff, that Landing Page cannot help QS at all, it can only hurt – meaning if the landing page is spammy or has negative characteristics your QS drops. But otherwise the landing page has ZERO impact on Quality Score. I believe this.
http://clickequations.com Craig Danuloff

I've been told explicitly by a Sr. Google Rep who works with this stuff, that Landing Page cannot help QS at all, it can only hurt – meaning if the landing page is spammy or has negative characteristics your QS drops. But otherwise the landing page has ZERO impact on Quality Score. I believe this.
http://www.clickequations.com/blog/2009/03/why-its-called-first-page-bid-estimate/ Google Adwords First Page Bid Estimate (Why It’s An Estimate) | The ClickEquations Blog

[...] makes sense given what we now know about how Ad Rank is calculated and the fact this is done in real-time for every query. So for each search [...]
http://www.clickequations.com/blog/2009/04/bid-and-cost-per-click/ Surprise: Your Bid Doesn’t Determine Your Cost-Per-Click | The ClickEquations Blog

[...] fall-out from Google’s Hal Varian’s Quality Score video [...]

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