Comments on: Secret Truth Series #9 – What’s Your Ad Rank?

By: 21 Secret Truths of PPC – The Summary | The ClickEquations Blog

21 Secret Truths of PPC – The Summary | The ClickEquations Blog — Tue, 27 Jul 2010 12:15:46 +0000

[...] rate and the factors that drive quality score. Bidding is important but not omnipotent. Don’t expect too much from or apply too much effort to bidding until your keywords are otherwise optimized. Make sure [...]

By: Secret Truth #15: Bid Lipstick on a Keyword Pig | The ClickEquations Blog

Secret Truth #15: Bid Lipstick on a Keyword Pig | The ClickEquations Blog — Sun, 02 May 2010 21:37:02 +0000

[...] does raising (or lowering) your bid mean anyway? The relationship is not simple nor direct.We know how bid connects to Ad Rank (Secret Truth #9) and how Quality Score impacts bidding (Secret Truth #10). Together these explain [...]

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By: Secret Truth Series #11 – How AdWords Quality Score Impacts CPC | The ClickEquations Blog

Wed, 31 Mar 2010 18:24:19 +0000

[...] Truth Series #11 – How AdWords Quality Score Impacts CPCBy Craig Danuloff | March 31, 2010The Max CPC and quality score of a keyword determine its position, and position and quality score drive actual CPC. So exactly what effect does quality score have on [...]

By: AdWords Bids and CPC | How Cost-Per-Click and Quality Score relate to Bidding | The ClickEquations Blog

Sat, 27 Mar 2010 14:09:52 +0000

[...] – over-simplified and mind-bendingly complicated. Guess which one most everyone chooses?As described earlier, the idea of bidding-for-position is obsolete and inaccurate. And now we see that bidding does not [...]

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By: Craig Danuloff

Craig Danuloff — Mon, 22 Mar 2010 21:50:07 +0000

Jon – Great question. It's not that queries not equal to keywords get a Quality Score of 0, it's that the keyword gets the quality score based on other searches when the query did equal the keyword – at least that's my theory. Google has been very clear about the 'only calculated when query=keyword but not clear on exactly how they calculate QS for the other queries.

By: Jon

Jon — Mon, 22 Mar 2010 21:46:11 +0000

Hi Craig,

Great article. I have a doubt, though. If "Quality score is ONLY calculated when the query is identical to the keyword" and "Ad Rank is = bid x quality score" then how is Ad Rank calculated for queries that are triggering ads based on keywords that are identical and non-identical depending on the advertiser?

As an example, advertiser A is buying "cheap blue cars" and bidding $0.50; advertiser B is buying "cars" in broad match and bidding $0.75 , so for the query "cheap blue cars" let's say advertiser A has a QS of 2 (poor ad copy/landing page consistency with the keyword, poor historic CTR):

- Advertiser A: Ad Rank = 1 (0.50 x 2)
- Advertiser B: Ad Rank = 0.75? (0.75 x 0?)

This would mean that buying the largest possible volume of keyword combinations for a topic would outperform

Hope the question is clear.

Thanks,

Jon.-

By: kimclinkunbroomer

kimclinkunbroomer — Mon, 22 Mar 2010 18:46:08 +0000

Great Points Craig! Too many people don't get it. It would be much smarter for people to concentrate more effort on quality score in working on rank than bidding IMO.

KIm