I’m still rather obsessed with the new Quality Score metric available in the Adwords API and now inside of ClickEquations.
I’ve been using it to analyze performance of keywords in our PPC accounts, and doing some analysis of client data to try and understand the relationship between Quality Score and performance.
Trending is going to be the most interesting, but the data history is still too short for much of that. But I’ve built this cool account snapshot in ClickEquations analyst that shows what percent of the keywords in an account are getting what Quality Score, and how each level is performing.
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This template counts the keywords by Quality Score level, and plots them on a chart against revenue from each keyword group. Clearly there are other contributors – brand terms are more likely to be QS=10 for example, but in running this against nearly a dozen different accounts thus far I’ve seen that the patterns are not consistent – your choices drive quality score, it’s not uniformly applied.
ClickEquations clients and trial customers can have this template free of charge – just contact your support representative.
To learn more about Quality Score, check out our recent Quality Score Post Series.
We’re pleased to announce that Google Adwords Quality Score and First Page Bid metrics are now available in ClickEquations.
All clients and trial customers can see these metrics in the Keyword Report tab. They’re also available in Excel via ClickEquations Analyst.
After our recent Quality-Score-palooza it’s clear the impact of Quality Score is growing for Adwords Advertisers.
We’re glad to be the first Paid Search Platform to deliver this important information in our product.
High ‘First Page Bid’ Problems
As with many metrics, ClickEquations Analyst makes it possible to turn data into actionable information and save a lot of time.
Our new First Page Bid Report template does just that. It reports your Google keywords sorted in descending order of First Page Bid, showing the current bid and amount to increase your MaxCPC to hit the First Page Bid (if that’s what you want to do).
This makes it easy to spot new high First Page Bids that might occur if your Quality Score drops, if competitors move in, or Google makes algorithm changes.
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The current Quality Score of the keyword is shown too, so you can decide if you’d like to change the bid or work on the Quality Score.
As with all ClickEquations Analyst reports, you can update the data with a single click, or run the report for different accounts or clients.
The new report will be provided to ClickEquations customers without charge.
Want your own First Page Bid Report? Start a ClickEquations Trial today!
Suppose you had to quickly reduce your PPC spend. Where would you cut?
One very helpful analysis is rank your campaigns (or better yet AdGroups) by ROI. This tells you where you’re getting more return-per-dollar, and where you’re getting less.
To simplify this analysis we built a ClickEquations Analyst Report, which runs in Microsoft Excel. To use it you define three thresholds – a high ROI that you desire, a low ROI that you detest, and a medium ROI that is minimally acceptable.
With a single mouse click you can then find out what number of your campaigns and what percentage of your spend and revenue fall into each of these bands. On the next tab in the worksheet you can find out exactly which campaigns fell into each group.
In the example above, we look at how ROI falls into four clusters and two charts visualize the spend and difference between spend and revenue.
Armed with this visual, most people are encouraged to look inside the campaigns – probably first by running the Ad-Group version of this report – and find ways to fix the losers or kill the problematic groups or keywords.
But you can’t drive to those actions and decisions without information. This report is a good example of how ClickEquations Analyst can help you to understand the performance of your accounts, and make good decisions about how to prioritize your PPC efforts.
You can begin your use of ClickEquations with a 30-day free trial. Sign up here.