Google Marketing Podcast – Return on ROI Ep 01 CONTINUED

stuff said, you want to make sure you’re prepared; you want to make sure you track it, but also on the website end, which is where you come in Mike, right?

Mike: Right.

Jordan: On the website end, you want to make sure that every service that you have is on the page. You want to make sure that it’s easy to get to, and it’s easy to navigate. You don’t want people going on your page and then saying, ”Where am I going to find a periodontist? Where am I going to find that? Where am I going to get a tooth implant? Where is that section? Do they do that or not? Because if I can’t find it, chances I’m going to leave your page before even I start looking anywhere. People have very, very short attention spans. If they don’t see it, if they can’t find it within the first 15 seconds, chances are they’re probably going to leave your page.

And so there’s tons of things that you can use to keep tracking that stuff: analytics, even the conversion tracking in the CPA (cost per acquisition). But there’s a ton of stuff that you can use to do that, and it just depends on your goals. Where do you want to go” Where are you right now, and what is your plan in getting there? And then I can help you and say, “Okay. I know exactly what you want. Here’s what we should do.” And then I can go from there. And that’s the easiest way to do it and the best way.

Mike: So related to some of the other stuff that I was talking about, but also what you mentioned, is that within each theme, within each Ad Group, that consistent request that they’re searching for, (in this example, cosmetic dentistry) is what we need to make sure that the landing page talks to,. Now, what I’d like to talk about just for a minute, relating to the ROI, is how much do they cost per click? And so part of that- actually one of the biggest parts of that- is what is considered the quality score or the relevance of what they search for; the relevance of what the ad says and the relevance of the ad landing page all work very effectively. And what would you say related to how the saving of a high quality score versus the company that’s not really paying attention, maybe just sending the Google AdWords campaign straight to the home page?

Jordan: Exactly. I’ll explain a little bit first, and then I’ll kind of dive into it. But as far as the quality score goes, it measures a multitude of things; there are over 2,000 indicators that go in the quality score. But the most important one is going to be relevancy. How relevant am I being? It’s really a measure of relevance. Am I looking to find the people that want to go to a dentist for kids, a dentist in general, or just an adult dentist? You really want to make sure that your ads are going to reflect that.

Companies that run AdWords campaigns and that don’t focus on things like quality score- don’t look at them. They’re going to have a very expensive campaign, and what I commonly hear is, “Hey, I am calling in today because I was running a campaign by myself, and it was costing me a ton of money. I was averaging $14 a click, and I didn’t know what’s going on, and then I talked to one of my friends in the same industry that I’m in, and he’s spending a quarter of what I’m spending (or half of what I’m spending or three quarters). And then he doesn’t know why.

And usually the client doesn’t know why because they probably hired someone to do this. And so doing this on your own is very dangerous. You don’t want to just jump in here. This is like calculus. You can’t just jump in and just start working on algorithms and integrals and derivatives and all that stuff. This is not easy stuff. And so with quality score, it’s going to measure, for one, how relevant are you?. Are your key words relevant to your landing page? Does your landing page have the key words that you’ve chosen? Are those key words present on your page, on the landing page that you’re going to take them?

If I’m doing tooth implants, I want to take them to the tooth implant landing page, I don’t want to take them to the home page. Although the home page maybe really pretty, It may have a lot of animation, and all the bells and whistles; the most important thing is they were looking for an implant dentistry to get their tooth implant. We don’t want to take them to another page that is not relevant, because chances are, if they can’t find what they’re looking within that first 15 seconds, they are going to leave that page, and they will not come back. They will go back to Google search, and they will search on someone else for the same thing again and they will click on another ad. I mean, how many times have you done that? I’ve done it a million times.

I see an ad, I click on it, it goes to a landing page that makes absolutely no sense, and then I’m thinking, “Well, obviously they don’t know what they’re doing, so I’m going to go to another page where I can find the information easily” And so that’s going to go on the quality score. We want to make sure that your headlines are going to reflect what your key words are. You want to group your key words together. If I have tooth implants, that’s going to be different from a root canal, right? And although they are closely related, there are going to be different Ad Groups. And so typically what I’ll do is I’ll go in, I’ll get an account, I’ll have five Ad Groups- kind of ambiguous Ad Groups not really specializing in anything- and I’ll go and break it down, and sometimes I’ll come out with 15, 20, 30 Ad Groups and really break it down, so that we have ads that are specific to the exact specific service that you’re offering and that you’re advertising for.

That way, when they go to an ad, they type in “local tooth implant dentist,” and they go in, they look for an ad, and then an ad says “local dentist;” that’s all right, but if an ad says local tooth implant dentist, now, we’re getting more specialized and exactly what were talking about. And that’s really what you want to focus on. It’s really making sure that you’re specializing and that you’re being as relevant as possible, because it will cost you less. And then the rule of thumb is that you want to take your ad rank, which is two things- It’s going to be your quality score multiplied by your CPC- And that’s going to give you a power ranking. So for that key word, if you have a quality score of 10, and your CPC is $2, your ad rank is going to be about 20, right?

Mike: Uh-hmm.

Jordan: Now in reverse, say we have another client that’s in the exact same vertical, exact same industry, and they have a quality score of five. And they still have a CPC of $2. Well now their power ranking of that ad rank is going to be 10 instead of 20. So it’s almost half. So that’s going to be a huge indicator that says, “Okay.” Because you are placed on the page based on your ad rank, right? So if I have an ad rank of 20, and you have an ad rank of 10, well you’re going to go below me. And in some cases, if you have three people with quality scores of 10s (which are very good and very rare), you may be on the right side; you may not even show up on the page.

And so the quality score is really important at managing cost, making sure that you’re being relevant, making sure that you’re finding the right customers, and all that stuff. But you want to make sure that your quality scores are going to reflect what’s on your page. If you have a really low quality score, like a four or three, then you might want to look at your page and say, “Here are my key words. Do I see these key words on my page? Control find ‘tooth implant dentist.’I Is that on my page?” Well, if it’s not you may want to add it. Then that gets more to SEO, but we’re talking SEM, so I don’t want to get too much into that, but that’s kind of the road you want to go down when you’re talking about quality score. It’s very, very important and people always overlook it.

Mike: So one of the things that usually surprises many of the clients that I talk to is the fact that they cannot necessarily buy their way to the top, that Google would prefer to have someone who is doing this correctly with the high quality score, who will actually be charged less money to get those clicks than somebody who is just trying to throw money at it.

Jordan: Exactly. And so the reason why that is, is it’s not because we don’t like money. Obviously, we love money. The reason why we will reward someone, even if they’re not spending a ton of money, is because, for us, you go on there, and you type in a search, and ads pop up; if those ads are not relevant to what you’re searching for, then you’re not going to keep coming back to Google to find what you need, and that’s how we make money. We don’t make money when people go to other search engines and do searches.

The way we make money is by people coming back to Google, doing searches because they’re relevant; they know they’re going to find what they need, and at the end of the day, they’re going to end up purchasing a service or product from one of the clients that you have, and that’s what’s really important. That’s the most important thing. And I cannot tell you how many times people will say, “Well, how much do I have to pay to get to the top?” Well, that’s not really the answer you need. I mean, you can bid your way to the roof, you’re going to have a very hard time really managing your campaign the right way, making sure you’re minimizing your cost, making sure you’re really moving it forward, because, again, we will give someone with the 10 quality score that’s done all the relevancy, that has a really good ad, really good key word placement on their website and on their landing page.

We would rather have them on Google than someone that’s going to spend $10,000 a day. It’s really about making sure that we can keep people coming back to look for what they need, because if they’re not going to come back, then there’s really no point in us advertising their ads. It doesn’t make any sense for us.

Mike: So that’s certainly one of the things that people need to understand- that …