effectieve quality score analyse (timo landman - onetomarket, search congres 2013) #search13
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Effectieve Quality Score Analyse (Timo Landman - Onetomarket, Search Congres 2013) #search13TRANSCRIPT
![Page 1: Effectieve Quality Score Analyse (Timo Landman - Onetomarket, Search Congres 2013) #search13](https://reader034.vdocuments.pub/reader034/viewer/2022052619/5557baccd8b42af2178b45bb/html5/thumbnails/1.jpg)
Timo Landman
Quality score analyse
![Page 2: Effectieve Quality Score Analyse (Timo Landman - Onetomarket, Search Congres 2013) #search13](https://reader034.vdocuments.pub/reader034/viewer/2022052619/5557baccd8b42af2178b45bb/html5/thumbnails/2.jpg)
• Monitoring & Optimaliseren
• Quality Score
• Scripts
• Stap voor stap analyse
• Tips
Agenda
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Monitoring & Optimaliseren
• Welke metrics hebben aandacht nodig?
• Testen, testen testen….
• Zoekwoorden toevoegen/verwijderen
• Advertentieteksten toevoegen/verwijderen
• Biedingen aanpassen
• Welke metrics hebben aandacht nodig?
![Page 4: Effectieve Quality Score Analyse (Timo Landman - Onetomarket, Search Congres 2013) #search13](https://reader034.vdocuments.pub/reader034/viewer/2022052619/5557baccd8b42af2178b45bb/html5/thumbnails/4.jpg)
Monitoring & Optimaliseren: metrics
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Quality Score
• Quality Score beïnvloedt AdRank en Actual CPC
![Page 6: Effectieve Quality Score Analyse (Timo Landman - Onetomarket, Search Congres 2013) #search13](https://reader034.vdocuments.pub/reader034/viewer/2022052619/5557baccd8b42af2178b45bb/html5/thumbnails/6.jpg)
Quality Score
• Quality Score beïnvloedt AdRank en Actual CPC
Advertiser Max CPC Quality Score Ad rank Position
Advertiser A € 1,- 5 ? ?
Advertiser B € 0,50 5 ? ?
Advertiser Max CPC Quality Score Actual CPC
Advertiser A € 1,- 5 ?
Advertiser B € 0,50 5 ?
![Page 7: Effectieve Quality Score Analyse (Timo Landman - Onetomarket, Search Congres 2013) #search13](https://reader034.vdocuments.pub/reader034/viewer/2022052619/5557baccd8b42af2178b45bb/html5/thumbnails/7.jpg)
Quality Score
• Quality Score beïnvloedt AdRank en Actual CPC
Advertiser Max CPC Quality Score Ad rank Position
Advertiser A € 1,- 5 5 1
Advertiser B € 0,50 5 2,5 2
Advertiser Max CPC Quality Score Actual CPC
Advertiser A € 1,- 5 0,51
Advertiser B € 0,50 5 ?
![Page 8: Effectieve Quality Score Analyse (Timo Landman - Onetomarket, Search Congres 2013) #search13](https://reader034.vdocuments.pub/reader034/viewer/2022052619/5557baccd8b42af2178b45bb/html5/thumbnails/8.jpg)
Quality Score
• Quality Score beïnvloedt AdRank en Actual CPC
AdRank = Max. CPC x Quality Score
Actual CPC = (AdRank to Beat/Quality Score of Advertiser) + €.01
![Page 9: Effectieve Quality Score Analyse (Timo Landman - Onetomarket, Search Congres 2013) #search13](https://reader034.vdocuments.pub/reader034/viewer/2022052619/5557baccd8b42af2178b45bb/html5/thumbnails/9.jpg)
Quality Score
• Quality Score beïnvloedt AdRank en Actual CPC
Advertiser Max CPC Quality Score Ad rank Position
Advertiser A € 1,- 5 5 1
Advertiser B € 0,50 5 2,5 2
Advertiser Max CPC Quality Score Actual CPC
Advertiser A € 1,- 5 0,51
Advertiser B € 0,50 5 ?
![Page 10: Effectieve Quality Score Analyse (Timo Landman - Onetomarket, Search Congres 2013) #search13](https://reader034.vdocuments.pub/reader034/viewer/2022052619/5557baccd8b42af2178b45bb/html5/thumbnails/10.jpg)
Quality Score
• Quality Score beïnvloedt AdRank en Actual CPC
Advertiser Max CPC Quality Score Ad rank Position
Advertiser A € 1,- 10 ? ?
Advertiser B € 0,50 5 ? ?
Advertiser Max CPC Quality Score Actual CPC
Advertiser A € 1,- 10 ?
Advertiser B € 0,50 5 ?
![Page 11: Effectieve Quality Score Analyse (Timo Landman - Onetomarket, Search Congres 2013) #search13](https://reader034.vdocuments.pub/reader034/viewer/2022052619/5557baccd8b42af2178b45bb/html5/thumbnails/11.jpg)
Quality Score
• Quality Score beïnvloedt AdRank en Actual CPC
Advertiser Max CPC Quality Score Ad rank Position
Advertiser A € 1,- 10 10 1
Advertiser B € 0,50 5 2,5 2
Advertiser Max CPC Quality Score Actual CPC
Advertiser A € 1,- 10 € 0,26
Advertiser B € 0,50 5 ?
![Page 12: Effectieve Quality Score Analyse (Timo Landman - Onetomarket, Search Congres 2013) #search13](https://reader034.vdocuments.pub/reader034/viewer/2022052619/5557baccd8b42af2178b45bb/html5/thumbnails/12.jpg)
Quality Score
• Zoekwoord, advertentiegroep, campagne en account
• Drie factoren
• Verwachte klikfrequentie (CTR)
• Relevantie
• Ervaring op de bestemmingspagina
Bron: Tenscore
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Quality Score
Bron: Sparklogix
![Page 14: Effectieve Quality Score Analyse (Timo Landman - Onetomarket, Search Congres 2013) #search13](https://reader034.vdocuments.pub/reader034/viewer/2022052619/5557baccd8b42af2178b45bb/html5/thumbnails/14.jpg)
Quality Score: verwachte klikfrequentie VS positie
![Page 15: Effectieve Quality Score Analyse (Timo Landman - Onetomarket, Search Congres 2013) #search13](https://reader034.vdocuments.pub/reader034/viewer/2022052619/5557baccd8b42af2178b45bb/html5/thumbnails/15.jpg)
Quality Score: verwachte klikfrequentie VS positie
![Page 16: Effectieve Quality Score Analyse (Timo Landman - Onetomarket, Search Congres 2013) #search13](https://reader034.vdocuments.pub/reader034/viewer/2022052619/5557baccd8b42af2178b45bb/html5/thumbnails/16.jpg)
Quality Score: relevantie
Waar wil je op gevonden worden?
Wat biedt je aan op je website?
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Quality Score: ervaring op de bestemmingspagina
• Relevante en originele inhoud
• Duidelijkheid
• Navigatiegemak
![Page 18: Effectieve Quality Score Analyse (Timo Landman - Onetomarket, Search Congres 2013) #search13](https://reader034.vdocuments.pub/reader034/viewer/2022052619/5557baccd8b42af2178b45bb/html5/thumbnails/18.jpg)
Quality Score Analyseren
• Filters
• Scripts
![Page 19: Effectieve Quality Score Analyse (Timo Landman - Onetomarket, Search Congres 2013) #search13](https://reader034.vdocuments.pub/reader034/viewer/2022052619/5557baccd8b42af2178b45bb/html5/thumbnails/19.jpg)
Scripts
![Page 20: Effectieve Quality Score Analyse (Timo Landman - Onetomarket, Search Congres 2013) #search13](https://reader034.vdocuments.pub/reader034/viewer/2022052619/5557baccd8b42af2178b45bb/html5/thumbnails/20.jpg)
Stap voor stap analyse QS
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Stap 1: Download QS rapport Script
• http://www.onetomarket.nl/scripts/
![Page 22: Effectieve Quality Score Analyse (Timo Landman - Onetomarket, Search Congres 2013) #search13](https://reader034.vdocuments.pub/reader034/viewer/2022052619/5557baccd8b42af2178b45bb/html5/thumbnails/22.jpg)
Stap 2: Pas het script aan
![Page 23: Effectieve Quality Score Analyse (Timo Landman - Onetomarket, Search Congres 2013) #search13](https://reader034.vdocuments.pub/reader034/viewer/2022052619/5557baccd8b42af2178b45bb/html5/thumbnails/23.jpg)
Stap 3: Run het script en stel scheduling in
![Page 24: Effectieve Quality Score Analyse (Timo Landman - Onetomarket, Search Congres 2013) #search13](https://reader034.vdocuments.pub/reader034/viewer/2022052619/5557baccd8b42af2178b45bb/html5/thumbnails/24.jpg)
Stap 4: Check je mail
![Page 25: Effectieve Quality Score Analyse (Timo Landman - Onetomarket, Search Congres 2013) #search13](https://reader034.vdocuments.pub/reader034/viewer/2022052619/5557baccd8b42af2178b45bb/html5/thumbnails/25.jpg)
![Page 26: Effectieve Quality Score Analyse (Timo Landman - Onetomarket, Search Congres 2013) #search13](https://reader034.vdocuments.pub/reader034/viewer/2022052619/5557baccd8b42af2178b45bb/html5/thumbnails/26.jpg)
![Page 27: Effectieve Quality Score Analyse (Timo Landman - Onetomarket, Search Congres 2013) #search13](https://reader034.vdocuments.pub/reader034/viewer/2022052619/5557baccd8b42af2178b45bb/html5/thumbnails/27.jpg)
Stap 5: Download QS rapport Excel
• http://www.onetomarket.nl/scripts/
![Page 28: Effectieve Quality Score Analyse (Timo Landman - Onetomarket, Search Congres 2013) #search13](https://reader034.vdocuments.pub/reader034/viewer/2022052619/5557baccd8b42af2178b45bb/html5/thumbnails/28.jpg)
Stap 6: Kopieer data naar juiste tabblad (maand)
![Page 29: Effectieve Quality Score Analyse (Timo Landman - Onetomarket, Search Congres 2013) #search13](https://reader034.vdocuments.pub/reader034/viewer/2022052619/5557baccd8b42af2178b45bb/html5/thumbnails/29.jpg)
Stap 7: Vernieuw de grafieken
![Page 30: Effectieve Quality Score Analyse (Timo Landman - Onetomarket, Search Congres 2013) #search13](https://reader034.vdocuments.pub/reader034/viewer/2022052619/5557baccd8b42af2178b45bb/html5/thumbnails/30.jpg)
Stap 8: Analyseer de data
• Wat is er veranderd?
• Waarom?
![Page 31: Effectieve Quality Score Analyse (Timo Landman - Onetomarket, Search Congres 2013) #search13](https://reader034.vdocuments.pub/reader034/viewer/2022052619/5557baccd8b42af2178b45bb/html5/thumbnails/31.jpg)
Case 1
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Case 1
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Case 2
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Case 2
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Case 3
![Page 36: Effectieve Quality Score Analyse (Timo Landman - Onetomarket, Search Congres 2013) #search13](https://reader034.vdocuments.pub/reader034/viewer/2022052619/5557baccd8b42af2178b45bb/html5/thumbnails/36.jpg)
Case 3
![Page 37: Effectieve Quality Score Analyse (Timo Landman - Onetomarket, Search Congres 2013) #search13](https://reader034.vdocuments.pub/reader034/viewer/2022052619/5557baccd8b42af2178b45bb/html5/thumbnails/37.jpg)
Case 3
![Page 38: Effectieve Quality Score Analyse (Timo Landman - Onetomarket, Search Congres 2013) #search13](https://reader034.vdocuments.pub/reader034/viewer/2022052619/5557baccd8b42af2178b45bb/html5/thumbnails/38.jpg)
Tips verbeteren QS (basis)
• Structuur
• Advertentieteksten
• Zoektermen
• Landingspagina
![Page 39: Effectieve Quality Score Analyse (Timo Landman - Onetomarket, Search Congres 2013) #search13](https://reader034.vdocuments.pub/reader034/viewer/2022052619/5557baccd8b42af2178b45bb/html5/thumbnails/39.jpg)
Tips verbeteren QS (basis)
• Structuur
• Advertentieteksten
• Zoektermen
• Landingspagina
• Schrijf pakkende teksten • Test drie verschillende teksten • Duidelijke call-to-action
![Page 40: Effectieve Quality Score Analyse (Timo Landman - Onetomarket, Search Congres 2013) #search13](https://reader034.vdocuments.pub/reader034/viewer/2022052619/5557baccd8b42af2178b45bb/html5/thumbnails/40.jpg)
Tips verbeteren QS (basis)
• Structuur
• Advertentieteksten
• Zoekwoorden
• Landingspagina
• Max 20 per Adgroup
• Liever 10
• Relevantie?
![Page 41: Effectieve Quality Score Analyse (Timo Landman - Onetomarket, Search Congres 2013) #search13](https://reader034.vdocuments.pub/reader034/viewer/2022052619/5557baccd8b42af2178b45bb/html5/thumbnails/41.jpg)
Tips verbeteren QS (basis)
• Structuur
• Advertentieteksten
• Zoektermen
• Landingspagina
![Page 42: Effectieve Quality Score Analyse (Timo Landman - Onetomarket, Search Congres 2013) #search13](https://reader034.vdocuments.pub/reader034/viewer/2022052619/5557baccd8b42af2178b45bb/html5/thumbnails/42.jpg)
Tips verbeteren QS (indirect)
• Extensies
• Reviews (feedbackcompany, trustpilot etc…)
• Matchtypes
• Biedingen verlagen
![Page 43: Effectieve Quality Score Analyse (Timo Landman - Onetomarket, Search Congres 2013) #search13](https://reader034.vdocuments.pub/reader034/viewer/2022052619/5557baccd8b42af2178b45bb/html5/thumbnails/43.jpg)
Tips verbeteren QS (indirect)
• Extensies
• Reviews (feedbackcompany, trustpilot etc…)
• Matchtypes
• Biedingen verlagen
![Page 44: Effectieve Quality Score Analyse (Timo Landman - Onetomarket, Search Congres 2013) #search13](https://reader034.vdocuments.pub/reader034/viewer/2022052619/5557baccd8b42af2178b45bb/html5/thumbnails/44.jpg)
Tips verbeteren QS (indirect)
• Extensies
• Reviews (feedbackcompany, trustpilot etc…)
• Matchtypes
• Biedingen verlagen
VOOR:
NA:
![Page 45: Effectieve Quality Score Analyse (Timo Landman - Onetomarket, Search Congres 2013) #search13](https://reader034.vdocuments.pub/reader034/viewer/2022052619/5557baccd8b42af2178b45bb/html5/thumbnails/45.jpg)
Tips verbeteren QS (indirect)
• Extensies
• Reviews (feedbackcompany, trustpilot etc…)
• Matchtypes
• Biedingen verlagen
![Page 46: Effectieve Quality Score Analyse (Timo Landman - Onetomarket, Search Congres 2013) #search13](https://reader034.vdocuments.pub/reader034/viewer/2022052619/5557baccd8b42af2178b45bb/html5/thumbnails/46.jpg)
Conversie Quality Score Paradox
1
2
![Page 47: Effectieve Quality Score Analyse (Timo Landman - Onetomarket, Search Congres 2013) #search13](https://reader034.vdocuments.pub/reader034/viewer/2022052619/5557baccd8b42af2178b45bb/html5/thumbnails/47.jpg)
QS genuanceerd
• QS verbeteren niet altijd prioriteit
• Conversies en CPA belangrijker
• QS verbetert door andere metrics aan te pakken
![Page 48: Effectieve Quality Score Analyse (Timo Landman - Onetomarket, Search Congres 2013) #search13](https://reader034.vdocuments.pub/reader034/viewer/2022052619/5557baccd8b42af2178b45bb/html5/thumbnails/48.jpg)
Vragen?
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Contact
Timo Landman
Onetomarket
Laat je visitekaartje achter en maak kans op een gratis QS analyse!!