Archive for the ‘Adwords Ad’ Category

Google Adwords Quality Score Updated

September 21, 2008

As promised on the Inside Adwords blog, Adwords accounts are now showing Quality Score data for each ad and its keyword.

I first noticed the Quality Score data across all of my active accounts yesterday.

Each ad and keyword’s Quality Score shows its status – whether the ads are showing or not as well as its numeric Quality Score.

I have found Adwords Quality scores ranging from 9 down through 2.

I am not sure whether Adwords assigns a Quality Score of 10 to any ads and keywords performance. Nor am I sure whether they score any ad and keyword below 2.

If Adwords does, I haven’t yet found any examples to share.

Within the new Adwords Quality scoring system, ads and keywords which score 9 and 8 are considered “Great”.

Adwords Quality Score 9

Adwords Quality Score 9

Adwords Quality Score 8

Adwords Quality Score 8

Ads and keywords showing 7, 6 and 5 are “OK”.

Quality Score 7

Quality Score 7

Quality Score 6

Quality Score 6

Quality Score 5

Quality Score 5

Ads and their keywords with Quality scores of 4, 3 and 2 are considered “Poor”.

Quality Score 4+No

Quality Score 4+No

Quality Score 3 No+Poor

Quality Score 3 No+Poor

Quality Score 2 No+Poor

Quality Score 2 No+Poor

I have found examples of OK Quality Scores where the ad and its keywords weren’t being shown for numerous reasons.

Additionally, I have found examples of ads and their keywords being shown while still having a Poor Quality Score.

Having numeric Adwords Quality Scores for each ad and keyword will surely help Google Adwords deliver more relevant and targeted advertising while also helping their advertisers score more targeted search traffic.

Advertisements Super Bowl Ad

February 5, 2008

97.5 million viewers on average watched Super Bowl XLII.

Advertisers paid $2,700,000 for a 30 second spot. The advertisers effectively paid .027 per impression to reach the second largest television audience ever recorded.

Only large brands or smaller ones betting the company can afford Super Bowl commercials.

An important question for any business contemplating making such a large one-time purchase is – what percentage of the audience is inactive? What percentage of the audience is unreceptive to my company and its offer?

80% inactive audience?

90% inactive audience?

99.99% inactive audience?

100% inactive audience?

More importantly, what percentage of the television audience is an active audience? An audience who will at some point now or in the future be interested in what I am selling let alone buy it?

100% active audience?

10% active audience?

1% active audience?

0% active audience?

It would be an interesting case study to see what amount – if any – recoups from its Super Bowl XLII brand messaging and offer investment.

Alternatively with the same $2,700,000, could have bought 2,700,000 active audience members @ $1.00 clicks through a Google Advertising Professional.

Even bidding and paying $5.00 a click, could have reached and connected with 540,000 American salesmen looking for leads.

I wonder how many sales people acted on their Super Bowl ad? 5 million? I doubt it. There probably aren’t 5 million sales leads buyers in the United States.

What are the odds they reached, fielded let alone converted 540,000 leads (.0055 of the entire Super Bowl audience) from their Super Bowl XLII ad?

Did advertising gamble beat the odds or get beaten by them?

Google’s Local Advertising Embedded with Google Maps

January 29, 2008

As I mentioned in my last post, Google has begun taking additional steps to bridge the gap between web search traffic and their advertiser’s foot traffic.

In researching the different types of Local OneBox results found both here in the United States and abroad, I found an Adwords ad format I hadn’t yet seen – an Adwords Ad with a Google Maps icon embedded within the Google Adwords advertiser’s ad.

By adding Google Maps images to local advertisers ads, Google has simplified and reduced the searching online to visiting off line and in person to three steps.

Step 1. The search for local products or services : Oklahoma City Web Design

The search for “Oklahoma City Web Design” produced the usual sponsored links both those above the new 10 OneBox results and those found along the right rail. However, after closer inspection I noticed the second listing had a maps icon embedded in the ad.

Google Local Adwords Ad + Google Maps

Step 2. Local product or service providers advertisement selected. Selection factors could include brands or services offered and their convenience to the searcher.

Google Local Adwords Ad + Google Maps Expansion

Step 3. After placing a call to the advertiser to verify their products availability and price, the searcher can then complete the three step process from searching online to buying off line by then getting directions to the advertisers location through Google Maps.

Google Local Adwords Ad + Google Maps Expansion + Directions

By adding the Google Maps feature to local Google Adwords advertisers ads, Google has bridged the gap between web search traffic and foot traffic in a fresh, unique and beneficial way.

Google Local Business Results and the Last Mile: Search Takes Two Steps Closer to Bridging the Gap Between Web and Foot Traffic

January 28, 2008

Google’s First Step…

As reported and since confirmed by Greg Sterling, Google is now showing up to 10 local business results for geographic specific queries.

Google told Greg the reason it’s showing more links is because usability testing revealed that many people didn’t realize there was additional local content available beyond the three listings, despite the “more results . . .” prompt. Accordingly, Google said that with the 10 links it is hoping to signal people that there is much more local content a click away.

Google also said that it wouldn’t always show 10 results; it might still show three sometimes or one if the query is very specific.

As Mike Blumenthal has noted, it has been nearly a year since Google last upgraded their Local OneBox. At the time it led to a significant increase in Google Maps usage.

It will be interesting to see if and how Google’s worldwide roll out of their new Local OneBox increases Google Maps usage like it did after implementing their last Local Business OneBox changes.

In my previous post about Google’s local business results being expanded, I wrote about how the listings appeared locally and some of the factors I thought contributed to the listings.

Sterling reported the ten results are based on a range of factors, including the “query, proximity, availability of ratings/reviews and their quality and several other variables.”

Since Google doesn’t publish exactly what factors influence their list, all we can do is study what they publish and draw our own conclusions as to which variables may matter the most.

The following are examples of searches I have ran, Google’s Local OneBox business results and my analysis of what variables I think generated the list.

Google Local Business Results: Internet Marketing Oklahoma City –

Google Local Internet Marketing Oklahoma City

This query for a service (internet marketing) followed by the location (Oklahoma City) produced a “top of page” 10 listings OneBox result. I also found some Google Adwords ads displaying the recently discovered business address on the fourth line of the Adwords ad.

Google Local Business Results: Oklahoma City Internet Marketing –

Google Local Oklahoma City Internet Marketing

Searching for the same terms in a different order; placing the location first (Oklahoma City) and the service (internet marketing) last, produced a OneBox result with only three business listings. Some local Adwords advertisements still appeared with their specific address on the fourth line, which as mentioned previously only displayed a city or state.

Google Local Business Results: Business Marketing Oklahoma City –

Google Local Business Marketing Oklahoma City

A slightly different search for a similar business category yields a new clue to at least one of the factors Google uses to generate its OneBox 10 local business listings.

A search for the service (business marketing) and the location (Oklahoma City) produces a different yet seemingly innocuous list of businesses. However, in this particular query and in addition to the expected listing for my business “Advanced Marketing Consultants” appearing, “Cohn, Tim” also appears as one of the results.

Cohn, Tim is one of my business phone listings in my local Bell telephone directory. The phone company apparently can’t sort and digitally publish business listings with an individual’s name like they can an individual’s residential phone data.

A search in produces “Cohn, Tim” for my business phone number –

Yet, a search in Google for “Tim Cohn Oklahoma” produces both of my residential phone numbers and listings in correct order: Tim (first name) and then Cohn (last name) –

Tim Cohn Oklahoma

I haven’t investigated whether the phone company automatically reverses residential phone records before they are published to the web or whether Google reverses the data before they publish it.

Regardless, it looks like the business listing for “Tim Cohn” will remain forever memorialized in the vast telephone company data and its Internet counterpart as the business listing: “Cohn, Tim”.

Having accepted the fact that the telephone company seemed incapable of changing their listing results years ago, I decided to turn this particular piece of flawed data into my “control”.

When Cohn, Tim appears in print – whether online or off – its source is always local phone company data.

Thus at least a portion of this particular Google local OneBox list origins lies in business telephone directory data.

To its credit, Google has become proactive in allowing users to modify incorrect Google data as Barry Schwartz recently reported.

And unlike my attempts to get the phone company to correct how my business phone listing appears both in print and online, I am sure Google will let me append my business listing in their Google Local Business Center, but that will have to be the subject of another post.

Google Local Business Results: Chevy Oklahoma City –

Google Local Chevy Oklahoma City

Unlike with an old fashioned yellow pages search for listings with “Chevy Oklahoma City” keywords whether in the yellow pages or through directory assistance, Google can return results most likely relevant and matched to the searchers or callers intent.

Whereas, a yellow pages search or directory assistance call would take a couple of “passes” to yield the similarly accurate and desired result – businesses listings most likely to be known as “Chevy Oklahoma City”.


If the telephone company can’t arrange and organize my single business listing correctly in their digital directories, how will they ever be able to compete with Google’s ability to anticipate and even provide multiple possible answers to each searchers question?

Google Local Business Results: Double Glazers Chelsea London (England) –

Google Local London

Google’s local business results aren’t just appearing in the US. A search for “double glazers” in the Chelsea section of London produces a list of double glazers midway down the search engine results page. I am not sure why some OneBox results appear at the top of the page and why others appear in the middle of the page but I believe it too must be based on Google’s understanding of the searchers intent.

Google Local Business Results: Travel Agents Sydney (Australia) –

Google Local Sydney

This search in Sydney, Australia for travel agents also produces a OneBox result. Here the OneBox appears again at the top of the page above the organic results.

In my next post, I will show how Google’s local business results have taken a second step closer to bridging the gap between paid web search traffic and foot traffic…