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Quality Score in High Resolution, by Craig Danuloff
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Quality score has been confusing and confounding paid search managers for years. The basic facts are simple, but the details have been elusive. Quality Score in High Resolution is the advanced guide to AdWords quality score. Written by respected paid search expert Craig Danuloff, and supported by technical interviews with Google's Ads Quality Team, this is the first and only resource that demystifies quality score and empowers you to deliver more impressions, higher click-through rates, and larger profits.
This book dives deep, delivering details, explanations, and insights into the calculation, application, and management of quality score. You'll learn:
- All the forms of click-through rate Google tracks to calculate quality score.
- The secret of relevance.
- Why you can't trust the "quality score" number reported in AdWords.
- How landing pages really impact quality score.
- The goals you should set for quality score in your account
- A simple path to good or great quality scores
The success of every keyword in your account is all decided by this powerful little metric. This book is your key to deeply understanding quality score and truly optimizing your paid search results.
Advanced Reviews
"AdWords can be difficult at times; and no part of AdWords is more frustrating than Quality Score. For advertisers to optimize for quality score - they need to understand Google's motivations and calculations. Then, you need to learn from the advertiser's viewpoint how to increase your quality scores while still maintaining profitability. Craig has put together the definitive book that combines these two areas and will help you to understand and improve your quality scores. This is a must read book for anyone concerned about their AdWords performance."
-Brad Geddes, Certified Knowledge
"Quality score plays a major impact on AdWords account performance, yet the full picture on quality score has always been clouded in a degree of mystery. Craig has lifted the veil off AdWords quality score and provided a comprehensive guide to help us understand the why, how, when, and if, questions we ask ourselves daily. This book covers it all, and after reading it I feel an increased level of confidence in successfully managing my client's accounts."
- Kim Clinkunbroomer, ClinksWebService ("Mrs. C" in AdWords Help Forums)
"If you invest from $5,000 a month to over a $1,000,000 a month, this is the book you MUST invest some time reading. Google uses quality score to balance the needs of the advertiser, the searcher, and themselves. Don't you believe you should have some edge into how that equation is made? In Quality Score in High Resolution, Craig Danuloff invested hundreds of hours to decipher and share with you the most important metric Google uses in determining your PPC success."
- Bryan Eisenberg, New York Times bestselling author
- Sales Rank: #1707306 in Books
- Published on: 2011-06-01
- Dimensions: 9.21" h x .51" w x 6.14" l,
- Binding: Paperback
- 226 pages
About the Author
Craig Danuloff is Founder and President of ClickEquations Inc. developer of the ClickEquations paid search management platform. Since 2004 he has been a respected strategist, writer, and speaker working with companies in the Fortune 100, Internet Retailer 100, and presenting at conferences across the United States and Europe. Craig was Founder and CEO of iCat Corporation, an early leading ecommerce software provider which was acquired by Intel Corp. Earlier in his career he spent two years as President of an early-stage venture fund, worked in Business Development at Aldus Corporation, and founded one of the first desktop publishing service bureaus in the U.S. Craig is the author of over 20 best-selling computer books. He is a graduate of the University of Colorado Leeds School of Business.
Most helpful customer reviews
8 of 10 people found the following review helpful.
Disappointed - expected more practical information
By Amazon Customer
The book mentions one report which allows you to see which keywords /ad combo works best - that i found very useful, and to be honest i was expecting a lot more of this. But that was the only useful bit of info i got from the book, the rest of the book was how there is a QS for this and a QS for that and at the end of the day everything comes down to CTR.
another section in the books asks you to contact the author for a free excel spreadsheet which i did twice and got no response.
4 of 5 people found the following review helpful.
Very interesting and useful even for advanced professionals
By G. Bolla
I'm a Google qualified AdWords professional who did the training at Google's Sydney office and who works as SEO/SEM but this book is so detailed and interesting that I finished reading it in two days. I couldn't stop reading because there was always something new, something interesting in the following chapter.
I describes the many CTR and QS values and how these affect the averaged, visible QS and what impact these values have on the campaign/ad group/ad and keyword level performance. Probably I have to read it a few more times in order to fully understand all the details and guidelines but it is worth reading.
It isn't cheap but it's a great investment if you work in the SEM industry and interested in improving your knowledge.
The book is easy to read and understand if you know the basics and it isn't too long either, so you can read it quite quickly.
2 of 3 people found the following review helpful.
The Authority on Quality Score
By JPauliukonis
I was introduced to the book through a colleague at work who had attended one of Craig Danuloff's speaking sessions at one of the internet marketing conferences. As a pay-per-click (PPC) manager, I understood the fundamentals in campaign structuring, bidding strategies, etc., but found the author's insight into how Google Adword's Quality Score fascinating. In the book, Craig reintroduces several points that would prompt any seasoned PPC advertiser to take pause and re-evaluate their campaigns.
The information in the book was well articulated with great analogies to present what might otherwise be complicated, almost abstract concepts into simple terms. I especially liked how Craig presented some concrete, actionable items that any advertisers could utilize as part of a PPC "Health Checkup". The length allowed me to finish the book easily in a weekend while indexing pages and jotting down notes.
In summary: for any Google Adwords PPC advertiser looking to delve into more advanced analytics to optimize their campaigns, this book comes highly recommended.
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