“What’s the value of improving the Quality Score by 1 point, 2 points, etc… Is it worth the effort? How can we tell?”
That’s one of the questions that were asked in the recent survey I sent and it’s one that came up often in different variations. To answer that question and understand the impact of higher Adwords Quality Scores, let me tell you a story…
Recently, I presented Tenscores to an audience of about 900 people — among which were investors (almost like the Dragon’s Den show, without the tv cameras). It was one of the most nerve-wrecking thing I ever did.
In that audience, was a man who spends over 2 million dollars on Adwords every year.
I. The Challenge
“Chris, I will invest in your company… if you can show me that it works”.
I chose one keyword in his account that was performing poorly, it had a quality score of 3/10, very few clicks and barely any conversions. The ad group had too many unrelated keywords in it and the whole thing was just a mess.
II. The result
I worked on it for 20 days.
The magic I used resulted in a 7/10 keyword Quality Score, an increase in traffic and a reduction in CPC that led to… 5 times more daily conversions at a 27.8% lower cost-per-acquisition. How’s that for great quality score impact.
It was sweet. I was proud of myself.
5 times more conversions, a 27% lower CPA, all without changing a single pixel on the landing page. That’s exactly why QS is important.
It determines how much exposure your ads get and how much you pay for each click. Which has a direct impact on your ROI.
Brad Geddes of CertifiedKnowledge.org, someone I have a lot of respect for and from whom I’ve learned a ton (his blog, his book), wrote me an email a while back in which he mentioned that a 1 point change in Quality Score for a particular keyword meant $100,000 dollars on a monthly bill for one of his clients. That’s a lot.
III. What’s in it for you
I’m not telling you this story to brag but simply to raise your awareness of how important this little metric is. It can stifle your results or make them soar like it did for my investor.
Of course, you won’t get that kind of gain if you’re only spending a few thousands, but think about what that would mean at your scale.
I like to think of Quality Score as the heart of Adwords, and conversion rates as the brain of your business. You won’t live long with an unhealthy heart, so don’t neglect it.
But that’s not all.
To me, the focus on Quality Score made me a better marketer. The biggest part of increasing QS is about writing irresistible ads. You know, ads that attract customers like magnets.
To write irresistible ads, you have to deeply understand who your customers are. And taking the path of constant discovery about who that person behind that keyword is, separates the average advertiser from the virtuoso.
If you stick around, I’ll tell you what I’ve learned about writing irresistible ads, as the other two most popular questions in the survey were: “What are the factors influencing QS?” and “How do I increasing it”.
That’s what we’ll cover in the next emails. Stay tuned.
Thank you for reading.