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Data Gets SEM Quality Scores Back Into Shape

  • PPC Hero, Thursday, July 9, 2009 2:45 PM
Most PPC advertisers should know the Quality Score is based largely on how well keywords relate to ad text and landing pages, according to Amber. It may mean going back in time and looking at the data to reassess when to pause or delete under-performing ad text. The more data you have, the more results will reflect accurate performance.

Amber details a process to reassess ads. She suggests going back more than a week in the stats to get a better view of how well an ad performed. Analyzing short data ranges can skew the seasonal ebb and flow of traffic to the site, making ads appear as if they perform better or worse than they actually do.

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