I have a strong click through rate… now what?

As we talked about in a previous article, Click Through Rate is only the beginning of the journey of optimizing an AdWords account.

In this article we will share what metrics to focus on next and why they are important. In future articles, we’ll take deeper dives and discuss these metrics in greater detail.

Quality Score

In layman’s terms, Quality Score (QS) is Google’s rating of the quality and relevance of your keywords.

Quality Score is calculated based on a number of factors, including Click Through Rate (CTR), landing page experience, ad relevancy, and more.

Quality Score and your max bid are considered by Google to determine your Ad Rank, which determines how high you show up in the search results. Generally speaking, the higher your Ad Rank, the higher your Click Through Rate will be, which then has a positive effect on Quality Score , which then can lower your Cost per Click (CPC).

A high Quality Score has an exponential impact on budget optimization. But the opposite is also true – low Quality Score will cost you dearly.

Quality Score is calculated for each and every keyword in your account. So it’s vital that your account manager be continually scrutinizing keywords with low Quality Score and either improve the Quality Score or eliminate that word from your account.

This chart shows why Quality Score is so important in getting more clicks for less money.

A high Quality Score (8-10) means costs go down. But a low Quality score (1-6) means costs go up (way up!).

adwords discounted clicks

It’s easy to see that if you are bidding on keywords where Quality Score = 1, then you will be paying a 600% premium based on a study conducted by ClickEquations. Conversely, if you achieve a Quality Score greater than 7 then Google rewards you with reduced-price clicks!

Impression Share

Impression Share is a number that tells us how many times people saw your ads based on the number of searches conducted. This number helps us determine if a keyword is properly budgeted.

Impression Share = Impressions / Searches

For example, you might have a very high converting keyword like “house house rentals in Phoenix” that drives a lot of good traffic to your site. But that keyword is very competitive, so let’s say your ads only appear in search 60% of the time this keyword is relevant for a search. So, your Impression Share would be 60%.

In this case, it’s likely cost-effective to increase our investment specifically on this keyword, because we want to appear as often as possible for keywords that are highly profitable. Conversely, we can also examine less valuable keywords that we are perhaps over-investing in and reduce spend. Doing both consistently over time will significantly improve all the important metrics of your account and dramatically affect ROI.

Conversion Rate

Conversion Rate is the number of times people perform a desired action (such as complete a checkout via your shopping cart or submit a quote request) divided by the number of times people clicked on your ads for a particular keyword.

Conversion Rate = Conversions / Clicks

If you have conversion tracking set up – and let’s hope you do! – your account manager will use this data to create special campaigns based entirely around your highest performing keywords. Every market and every website is different, so that is why our managers rely on this data to make the most informed decisions to maximize ROI on your account.

For example, perhaps we learn that obstacle courses create the most quote requests for your business and produce the best ROI. Perhaps that’s because you have the best selection of obstacle courses in your market, or it could be for some other factor. But what we do know is that allocating more budget to obstacle courses is a great investment because based on statistical evidence, we are more likely to drive sales.

If you’re with the Inflatable Academy AdWords Formula service, your account manager will quickly see this trend, and will make wise investment decisions for you.

Adwords Success with Inflatable Academy

Inflatable Academy offers a one-of-a-kind AdWords service.

Unlike other agencies, we’re 100% focused on the inflatable and party rental business.

In addition, our account structure and strategies are modeled after a very successful account from the Denver area, which over 8+ years of experimenting and adjustments has spent hundreds of thousands of dollars in producing positive ROI. In fact, that business owner, Lance Miller of Big Air Jumpers, sees an ROI on his AdWords investment of 13-15 TIMES!

But that’s not all…

We take that model account and use our own “secret sauce” recipe of optimization routines and tailored campaign structure to adapt Lance’s proven account to fit exactly with your market, product offerings, and website.

Our formula for success starts with optimizing your Click Through Rate to signal to Google that you are a quality advertiser. Next we achieve maximum ROI for you by earning you the cheapest clicks possible for the exact keywords and phrases that drive the most relevant and valuable traffic to your site by managing Quality Score, among other metrics.

Of course, we are certified as a Google Partner:

GooglePartnerBadge-151030

In fact, we’re even recognized in Google’s Partners program for exceptional use of best practices to optimize ROI for our clients. As you can see, we’re recognized to be around the 90%+ percentile of all Google Partners.

Partners - Best Practices Rank

Check out how Inflatable Academy’s AdWords Formula service stacks up to other approaches with AdWords (DIY and typical agency approach).

If you’re looking for a huge advantage in growing your inflatable or party rental business, we would love to help you. Contact us today to see if your market is available. If it is, reserve it today and watch your bookings take off this season.

2,779 Comments

Comment navigation

  • Forum Türkçe

    September 24, 2021

    Türkçe, yaklaşık 79 milyon kişinin konuştuğu dillerden biridir.
    Üç ana lehçesi vardır. Türkçe, Türkiye’nin resmi dilidir ve ayrıca
    Arapça, Farsça ve bölgede konuşulan diğer dillerden büyük ölçüde etkilenen bölgesel farklılıklara sahiptir.

    Türk yazısı, her harfin bir ünsüz + bir ses veya kısa bir ünlü sesini temsil
    ettiği bir ebced yazı sistemidir. İç Anadolu,
    Doğu Anadolu ve Güneydoğu Anadolu olmak üzere üç ana lehçe vardır.
    Bu farklı bölgelerde de birçok lehçe ve bunların alt lehçeleri bulunmaktadır.

    Forum Türkçe

  • Gpktst

    September 24, 2021

    i need help with my assignment – buy an essay online do my term paper

  • Forum Bilir

    September 24, 2021

    Her Şeyi Bilen Forum, insanları bilgilerini oluşturma ve paylaşma konusunda güçlendiren bir dijital pazarlama platformudur.
    Sahip olmayanlara ses, sahip olanlara çıkış noktası verir.

    Her Şeyi Bilen Forum’un uzun vadeli hedefi, insanların tek bir
    topluluk olarak bir araya gelebilecekleri, birbirlerinden öğrenebilecekleri ve nihayetinde
    dünyayı daha iyi bir yer haline getirebilecekleri bir alan sağlamaktır.

    Forum Bilir

  • Amyspulp

    September 25, 2021
  • Paulspulp

    September 25, 2021
  • 스타 워즈 컬렉션 part 2

    September 25, 2021

    We stumbled over here coming from a different website and thought
    I might check things out. I like what I see so now i am following you.

    Look forward to checking out your web page
    for a second time.

  • Suespulp

    September 25, 2021
  • Peterblure

    September 25, 2021

    buy sildenafil with visa sildenafil tablets 100mg india – buy sildenafil pills

  • 모든 giuliana

    September 25, 2021

    I’m gone to convey my little brother, that he should also pay a visit this weblog on regular basis
    to obtain updated from hottest gossip.

  • Ivyspulp

    September 25, 2021
  • Very good site you have here but I was wondering if you knew of any community forums that cover the
    same topics discussed here? I’d really like to be a part of group where I can get suggestions from other knowledgeable people that share the same interest.
    If you have any suggestions, please let me know.
    Thank you!

  • Judyspulp

    September 25, 2021
  • 블랙 케냐 boobs

    September 25, 2021

    Hi! Someone in my Facebook group shared this website
    with us so I came to give it a look. I’m definitely enjoying
    the information. I’m bookmarking and will be tweeting this to my followers!
    Wonderful blog and fantastic design and style.

  • new testament books

    September 25, 2021

    Definitely believe that which you stated. Your favorite justification appeared to be on the internet the easiest thing to
    be aware of. I say to you, I definitely get irked while people consider worries that they just
    do not know about. You managed to hit the nail
    upon the top as well as defined out the whole thing without having side effect , people could take a signal.

    Will probably be back to get more. Thanks

  • các nhân vật trong ma sói

    September 25, 2021

    I used to be recommended this website through my cousin. I am now not positive whether this publish is written via him as nobody else recognize such precise approximately my problem.
    You are amazing! Thank you!

  • Gwtntv

    September 25, 2021

    stromectol price – cost of stromectol lotion ivermectin usa

  • bóng đá trực tuyến us

    September 26, 2021

    Hello, i think that i saw you visited my web site so i came
    to “return the favor”.I’m attempting to find things to enhance my website!I suppose its ok to use a few of your
    ideas!!

  • Casino Trực Tuyến

    September 26, 2021

    Hi there, always i used to check weblog posts here in the early hours
    in the morning, as i love to find out more and more.

  • 이웃사이즈 2

    September 26, 2021

    Wonderful site you have here but I was wanting to know if you knew of
    any community forums that cover the same topics talked about here?
    I’d really love to be a part of group where I can get responses from other experienced
    people that share the same interest. If you have any suggestions,
    please let me know. Cheers!

  • カジノゲーム

    September 26, 2021

    Have you ever thought about including a little bit more
    than just your articles? I mean, what you say is important and all.
    However think of if you added some great
    pictures or videos to give your posts more, “pop”! Your content is
    excellent but with pics and videos, this website could certainly be one of
    the most beneficial in its niche. Good blog!

  • cheap printer

    September 26, 2021

    Thanks for one’s marvelous posting! I seriously enjoyed reading
    it, you may be a great author. I will always bookmark your blog and will eventually come back down the road.
    I want to encourage you to definitely continue your great writing,
    have a nice holiday weekend!

  • I do not know if it’s just me or if perhaps everybody else encountering problems with your blog.

    It appears as if some of the text on your content are running off the screen. Can someone else please provide
    feedback and let me know if this is happening to them too?
    This could be a problem with my browser because I’ve had
    this happen before. Appreciate it

  • 1xbet badminton live

    September 26, 2021

    We’re a bunch of volunteers and starting a brand new scheme in our community.
    Your site provided us with valuable info to work on. You have
    performed a formidable activity and our whole community can be thankful to you.

  • Williamhill

    September 26, 2021

    Spot on with this write-up, I actually think
    this amazing site needs a great deal more attention. I’ll probably be
    back again to read through more, thanks for the info!

  • sbobet asia

    September 26, 2021

    Thanks on your marvelous posting! I definitely enjoyed reading it,
    you will be a great author.I will make sure to bookmark your blog
    and may come back someday. I want to encourage you to ultimately
    continue your great writing, have a nice evening!

  • Wonderful website you have here but I was wanting to know if you knew of any user discussion forums that cover the same topics talked about here?
    I’d really love to be a part of online community where I can get advice from other knowledgeable
    people that share the same interest. If you have any recommendations, please let me know.
    Thanks!

  • shot glass oz

    September 26, 2021

    Hmm is anyone else encountering problems with the images on this blog loading?
    I’m trying to figure out if its a problem on my end or
    if it’s the blog. Any responses would be greatly appreciated.

  • カジノ

    September 26, 2021

    Hey! I know this is kinda off topic but I’d figured I’d ask.
    Would you be interested in exchanging links or maybe guest
    writing a blog article or vice-versa? My site covers a lot of the
    same subjects as yours and I feel we could greatly benefit from each
    other. If you happen to be interested feel free to send me an e-mail.
    I look forward to hearing from you! Excellent blog by the way!

Comment navigation