An ad that suffers from a low quality score doesn’t do anyone much good, so speakers at SES San Jose 2007 addressed the matter in a session titled “Ads In A Quality Score World.”
(Our on-scene murdok staff has passed along this latest news from SES San Jose 2007. If you can’t be there, you need to be here with murdok this week, for videos and reports.)
Andrew Goodman of Page Zero Media started things off by identifying the three generations of paid search ad ranking; in the current climate, he sees landing pages that are irrelevant to the keyword or are intrinsically deceptive as “bad.”
Goodman also advised against any sort of privacy-intruding data collection.
If any of these sorts of things are dragging down your current account, then starting a new one might be a decent idea.
Overall, Goodman believed that “keeping it classy” and not building a business around Google ad purchases is the way to go.
Brad Geddes of LocalLaunch.com focused on some of the issue’s mechanics, advising listeners to run a keyword report for all keywords including minimum bids.
He recommends sorting by high to low minimum bids, and then looking for trends according to ad group. For high minimum bids, work on your landing pages.
For low minimum bids, you’re probably better off focusing on content and copy.
OTTO Digital’s Jonathan Mendez took a more organic approach, saying, “If you’re worried about marketing to your quality score you will not be successful. Market to your customers and quality score will take care of itself.”
And Google’s own Clay Bavor echoed that statement by adding, “Focus on the user experience and all else will follow.”
