Quality Score: Priority or Main Objective? (Blogue: Acquisio)


Planning_Media_Keep_calm_and_Do_Your_Job

 I was recently at the Google Office for training on the Quality Score. I was not really motivated to follow this education session since I consider myself pretty savvy on this specific subject. However, the 3-hour session was very interesting since it brought me back to the basics of Quality Score and the priority we should attribute to this kind of metric.

Here is a short review of what I have learned.

Quality Score is only valid for search keywords on their exact match expression. If you are running keywords on broad match, your Quality Score will be calculated for this keyword given its stats running on exact match.

The formula for the Quality Score is quite simple (from what we know). The CTR plays the most important role. Conversion Rate is not included in the calculation.  Also, Quality Score is always calculated at a keyword level and is never calculated on the Google display Network (GDN).  So for a specific keyword, Google cumulates and process the following data to established the score:

  1. Keyword CTR over all accounts (Keyword on Exact Match and on the Search Network Only over all accounts at Google)
  2. Keyword CTR in your account (Keyword on Exact Match and on the Search Network Only within your campaign)
  3. Landing Page Experience (Google does NOT measure Landing Page Experience based on how many keywords feature in your meta data (Title, Description, Keywords, and more). This time has ended. Google now measures the landing page experience based on users post-click behavior metrics, such has time on site, clicked on the back button, page views, load time, and many more metrics not disclosed by Google )

***Important*** do not mix Landing Page Performance with Landing Page Experience! Metrics are very different with a few overlaps such as load time. Google uses Landing Page Experience for computing the Quality Score.

Quality Score is reactive to performance; it does not predict such performance. It also changes many times per day based on the metrics mentioned above. If you make changes to a keyword, it automatically starts a new rating process.

One of the great examples was a Traveling Company using “Holidays” on broad match as the top-performing keyword (based on Conversions).  The Quality Score on this keyword was “3”. The first reaction of the digital specialist was to pause this keyword. However, given the stats, there are no ways this keyword would have been ‘’paused’’.

Here is an explanation as to why this keyword had top performing stats and a bad Quality Score.

If you look at the keyword stats form the Google Traffic Estimator, you notice that when this keyword is running on Exact Match on the Google Search Network, the CTR is very low. No matter how good the CTR is for the keyword within the client campaign, it will be penalized.  For this case, since this is a very generic keyword on broad match, the keyword CTR within the campaign was slightly above 1% (not the best, but generating a lot of conversions).

Planning Media - Broad Macth

The solution for this situation: bid higher if necessary to make sure you maintain the same performance level!

Here are some other important things to know about the Quality Score,

  1. There are no changes to Quality Score with enhanced campaigns.
  2. If you change landing page content or parameters, it automatically affects Quality Score.
  3. Display URL is the new black – Google is now promoting it as the most visible item for your ads.

And the famous question: Should I put all match types in my Ad Group? The answer is… (drum roll, please) always use broad match to kick off; you will automatically see all possible keyword expansions. Adapt quickly and refine your negative keywords list. (But we all know that… Right?)

My conclusion from this training: The campaign objective is the key. If the goal is to get the lowest CPC, then Quality Score is something you want to put in your top priority list. However, most of our clients have Conversion Rate and CPA objectives. I find the game is changing completely.

We had campaigns running with great conversion rate and CPA values below the objective.  However, Quality Score for those keywords was max “3” to “4”. Never forget your campaign objectives and don’t get obsessed with Quality Score. We had a long-lasting discussion on bidding and auction during the training at Google. Guess what? (and I am sure you know) It is a big part of the Avg. Pos. metrics. In other words… Keep Calm and do your Job.

Nouvelle étude de cas pour les condos neufs à Montréal


Planning Média est fière de publier une étude de cas sur l'optimisation du taux de conversion en affichage numérique. Pour ce faire, nous avons eu recours à un puissant modèle d'attribution qui nous a permis d'identifier la relation entre les campagnes par moteurs de recherche et les campagnes de type affichage numérique.

Les résultats sont impressionnants! Plus de 15% en taux de conversion!

Téléchargez gratuitement cette étude de cas > 

Eric Dufour publie son deuxième article dans le blogue d'Acquisio


Eric Dufour, Co-Fondateur de Planning Média a publié son deuxième article dans le blogue d'Acquisio. Ce billet présente aux gestionnaires de campagnes une technique pour réduire le "time-to-success" lors de la création des campagnes.

Découvrez comment il est possible de bâtir un puissant centre de données à même vos propres campagnes 

Lire le billet (en Anglais seulement) > 

Louis-Pierre Desjardins et L'Aile Jeunesse de la CCITB remportent deux prix.


Le RJCCQ tient à féliciter tous les finalistes et tous les gagnants du Concours Relève d’affaires 2013. Le dévoilement des gagnants avait lieu samedi dernier le 1er juin à l’Hôtel Chateau Laurier de Québec dans le cadre du congrès et gala annuel du RJCCQ.

Nouvelles Jeune chambre de commerce de l’année : Aile jeunesse de la Chambre de commerce et d’industrie de Thérèse-de-Blainville

Cynthia Kabis, Valérie Brunet, Louis-Pierre Desjardins, Frédérick Michaud et Simon Louis-Seize ont représenté  l'Aile Jeunesse de la CCITB

Cynthia Kabis, Valérie Brunet, Louis-Pierre Desjardins, Frédérick Michaud et Simon Louis-Seize ont représenté  l'Aile Jeunesse de la CCITB

Depuis 2008, l’AJCCITB apporte un dynamisme nouveau au sein de la Chambre de commerce et d’industrie Thérèse-De Blainville. La collaboration et la concertation entre les membres de l’Aile Jeunesse et la Chambre est si forte qu’elle est souvent cité en exemple chez ses pairs [...]

Planning Média dans le blogue d'Acquisio


Planning Média a tout récemment publiée un article dans le blogue de l'entreprise Acquisio. En utilisant des modèles d'attribution, Planning Média a réussi à créer deux modèles d’acheteurs dans l'industrie des condos neufs à Montréal

We recently had help from the Attribution feature in Acquisio to try to outsmart the market in a specific and very competitive industry: New Condos Marketplace. The campaign was targeted to Montreal and was promoting a new condo project.
The challenge we had was to build a new strategic way to buy media on a performance basis given a medium to long-term buying cycle (Condos purchase can take from six months to a year).
— Acquisio Blog

Planning Média dans Infopresse


Planning Média a présentée son nouveau site web dans Infopresse.  Une version 100% adaptée pour le mobile, les tablettes et le web. La nouvelle version permet de découvrir l'offre de service de Planning Média pour les agences, les entreprises et le e-commerce.

Voici un extrait de l'article:

[...] Réalisé à l'interne, le site permet aux petites et moyennes agences de publicité, communication ou développement web de sous-traiter leur service numérique en ligne. Il présente notamment une nouvelle plateforme analytique qui permet aux clients de l'agence de voir les résultats de leur campagne [...] 

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