{"id":5573,"date":"2022-02-23T13:19:25","date_gmt":"2022-02-23T13:19:25","guid":{"rendered":"https:\/\/mavericks.ro\/blog\/?p=5573"},"modified":"2022-08-23T12:08:52","modified_gmt":"2022-08-23T12:08:52","slug":"care-e-treaba-cu-quality-score","status":"publish","type":"post","link":"https:\/\/mavericks.ro\/blog\/care-e-treaba-cu-quality-score\/","title":{"rendered":"Care e treaba cu Quality Score?"},"content":{"rendered":"\n

A\u0219a cum spunea Drago\u0219<\/a>, sunt peste 150 de KPIs \u00een Google Ads \u0219i trebuie s\u0103 fim selectivi. Dac\u0103 cei 10 KPI pe care i-a men\u021bionat \u0219i la care voi face referiri pot fi utiliza\u021bi \u00een Google Search pe toate palierele campanie-ad group-keyword, am ales s\u0103 prezint un KPI exclusiv pentru keywords \u0219i anume Quality Score.<\/p>\n\n\n\n

Performance media \u00eenseamn\u0103 eficien\u021b\u0103 \u0219i maximizarea poten\u021bialului din paid advertising, de aceea voi expune mai jos de ce acest indicator este important pentru noi \u00een analizarea cuvintelor cheie.<\/p>\n\n\n\n

\"\"<\/figure><\/div>\n\n\n\n

Ce reprezint\u0103 Quality Score-ul \u0219i de ce este important?<\/strong><\/p>\n\n\n\n

Scorul de calitate reprezint\u0103 un num\u0103r m\u0103surat de la 1 la 10 care determin\u0103 la nivelul fiec\u0103rui cuv\u00e2nt cheie c\u00e2t de calitative sunt ad-urile din Google Search.<\/p>\n\n\n\n

\u201cUn Scor de calitate mai mare \u00eenseamn\u0103 c\u0103 anun\u021bul \u0219i pagina de destina\u021bie sunt mai relevante \u0219i mai utile pentru cineva care caut\u0103 cuv\u00e2ntul dvs. cheie \u00een compara\u021bie cu al\u021bi advertiseri.\u201d (sursa: Google<\/a>)<\/p>\n\n\n\n

Acesta func\u021bioneaz\u0103 ca un instrument de \u00eendrumare a advertiserilor \u00een vederea diagnostic\u0103rii experien\u021bei utilizatorilor, iar m\u0103surile pe care le voi propune mai jos nu numai c\u0103 vor \u00eembun\u0103t\u0103\u021bi aceast\u0103 experien\u021b\u0103, dar vor fi \u0219i recompensate de c\u0103tre Google cu costuri mai mici.<\/p>\n\n\n\n

Mai mult, Google nu dore\u0219te s\u0103 afi\u0219eze anun\u021buri irelevante din care toate p\u0103r\u021bile ar avea de pierdut. De aceea, un Quality Score de 1 nu va permite afi\u0219area anun\u021bului, iar un scor de 2 sau 3 va exclude din start o parte din \u00eencerc\u0103rile de afi\u0219are.
<\/p>\n\n\n\n

Cum se determin\u0103?<\/strong><\/p>\n\n\n\n

Scorul de calitate se calculeaz\u0103 ca o medie a trei componente:<\/p>\n\n\n\n

\u00b7        Rata de click (CTR) estimat\u0103<\/p>\n\n\n\n

\u00b7        Rela\u021bia dintre cuv\u00e2ntul cheie \u0219i anun\u021b (Ad Relevance)<\/p>\n\n\n\n

\u00b7        Calitatea Landing Page-ului (Landing Page Experience)<\/p>\n\n\n\n

Fiecare dintre ele aceste componente poate fi determinat\u0103 de platform\u0103 cu unul din cele trei calificative: Below average \/ Average \/ Above average<\/em>
<\/p>\n\n\n\n

 Cum \u00eel analizezi?<\/strong><\/p>\n\n\n\n

Din sec\u021biunea Columns se pot selecta pentru analiz\u0103 at\u00e2t Quality Score-ul, c\u00e2t \u0219i componentele acestuia.<\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n

Cum \u00eel po\u021bi \u00eembun\u0103t\u0103\u021bi?<\/strong><\/p>\n\n\n\n

 <\/strong>1)      \u00cencepem cu Rata de Click. Dac\u0103 CTR-ul<\/strong> este sub 10%, atunci este loc de \u00eembun\u0103t\u0103\u021biri fie la nivel de vizibilitate<\/em>, fie la nivel de relevan\u021b\u0103<\/em>.<\/p>\n\n\n\n

Vizibilitatea<\/strong> se analizeaz\u0103 cu ajutorul KPI-ului Impression Top %. <\/em>Un Impression Top sub 70% arat\u0103 c\u0103 CPC-ul de bidding nu este suficient \u0219i c\u0103 trebuie setat la un nivel superior.<\/p>\n\n\n\n

Pentru relevan\u021b\u0103 <\/strong>trebuie verificat\u0103 leg\u0103tura dintre cuv\u00e2ntul cheie \u0219i anun\u021burile folosite. Aten\u021bie dac\u0103 anun\u021burile folosite sunt \u201ccatchy\u201d sau dac\u0103 nu cumva cuv\u00e2ntul cheie \u0219i-ar g\u0103si mai bine locul \u00eentr-un alt ad group cu anun\u021buri dedicate.<\/p>\n\n\n\n

2)      Pentru a nu st\u00e2rni confuzii, relevan\u021ba pomenit\u0103 mai sus nu este doar un proces de analiz\u0103 al ratei de click, ci este totodat\u0103 procesul de analiz\u0103 al componentei Quality Score de Ad Relevance<\/strong>. \u00cen ecosistemul anun\u021burilor Search, totul se \u00eentrep\u0103trunde 😊<\/p>\n\n\n\n

3)      Last but not least, trebuie analizat\u0103 experien\u021ba de pe Landing Page. Aici Google ia \u00een calcul mai mul\u021bi factori precum:<\/p>\n\n\n\n

\u00b7        Leg\u0103tura dintre cuv\u00e2ntul cheie \u0219i landing page<\/p>\n\n\n\n

\u00b7        Experien\u021ba de navigare a celor care au ajuns pe site din anun\u021b<\/p>\n\n\n\n

\u00b7        Viteza de \u00eenc\u0103rcare a paginii<\/p>\n\n\n\n

\u00b7        Optimizarea pentru mobile; pentru o pagin\u0103 de mobile rapid\u0103 pute\u021bi lua \u00een considerare un AMP (Accelerated Mobile Page)<\/p>\n\n\n\n

Trebuie s\u0103 reiterez importan\u021ba optimiz\u0103rii paginii pentru mobile. \u00cen 2020 Google vedea 70% din site-uri drept mobile-first, iar num\u0103rul acestora cu siguran\u021b\u0103 a crescut de atunci.<\/p>\n\n\n\n

De asemenea, am lucrat pe conturi din zona B2B care se promovau exclusiv cu placements pe Desktop. Nu ignora\u021bi optimizarea pentru mobile fiindc\u0103 Google nu va \u021bine cont c\u0103 nu v\u0103 afi\u0219a\u021bi pe mobile atunci c\u00e2nd determin\u0103 Landing Page Experience 😉
<\/p>\n\n\n\n

Cum urm\u0103re\u0219ti evolu\u021bia Quality Score-ului?<\/strong><\/p>\n\n\n\n

Mai sus am enumerat  un num\u0103r mare de ac\u021biuni ce pot fi luate pentru a determina un scor de calitate mai bun. Acum trebuie s\u0103 vedem \u0219i evolu\u021bia acestuia.<\/p>\n\n\n\n

Recomand utilizarea de Segmente. \u00cen exemplul de mai jos am ales un keyword c\u0103ruia i-am f\u0103cut o segmentare monthly:<\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n

Apoi, din sec\u021biunea Columns am ales drept KPI-ul de Quality Score al\u0103turi de cele 3 componente -> dar pe toate cu particularitatea (hist)<\/strong>. Utilizarea acestor KPI \u00een versiunea cu istoric va permite segmentarea lor:<\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n

Pentru cuv\u00e2ntul cheie analizat pe toat\u0103 durata anului 2021, vedem c\u0103 numai \u00een luna august rata de click estimat\u0103 a fost average, de aici scorul de calitate de 8\/10.
<\/p>\n\n\n\n

Concluzii<\/strong><\/p>\n\n\n\n

Din experien\u021ba de p\u00e2n\u0103 acum, am observat c\u0103 un cont cu scoruri de calitate sub 5 care nu ia m\u0103suri pentru o lung\u0103 perioad\u0103 de timp va avea dificult\u0103\u021bi \u00een a ob\u021bine scoruri ridicate atunci c\u00e2nd va implementa campanii \u201cfresh\u201d, mai exact: campanii noi cu keywords noi, cu anun\u021buri noi \u0219i cu un landing page nou. <\/p>\n\n\n\n

Aceast\u0103 problem\u0103 de istoric de Quality Score al contului a fost \u00eendelung dezb\u0103tut\u0103 \u0219i, \u00een ciuda faptului c\u0103 Google sus\u021bine c\u0103 nu mai acord\u0103 un scor ascuns contului, \u00een continuare exist\u0103 un bias istoric al sistemului la notarea elementelor componente pentru Quality Score. <\/p>\n\n\n\n

Pentru a determina acest lucru, am f\u0103cut un experiment prin crearea unui al doilea cont de ads pentru un client care s-a confruntat \u00een anii trecu\u021bi cu scoruri de calitate mici la nivelul tuturor campaniilor non-branded. Pe acest cont nou am rulat acelea\u0219i campanii cu to\u021bi parametrii identici, cu excep\u021bia faptului c\u0103 \u00een cel de-al doilea cont nu am utilizat extensiile de anun\u021b. \u00cen teorie, scorul de calitate ar fi trebuit s\u0103 fie mai mic pe cel de-al doilea cont, \u00eens\u0103 acesta a fost fie egal, fie superior, la nivelul tuturor cuvintelor cheie.<\/p>\n\n\n\n

\u00cen concluzie, luarea de m\u0103suri \u00een vederea \u00eembun\u0103t\u0103\u021birii Quality Score-ului va duce la campanii cu costuri mai mici, la o mai bun\u0103 experien\u021b\u0103 a vizitatorilor site-ului \u0219i la un cont s\u0103n\u0103tos pentru promovarea pe termen lung. Toate acestea vor ajuta business-ul s\u0103 creasc\u0103 😊 Spor la scorat c\u00e2t mai sus!
<\/p>\n","protected":false},"excerpt":{"rendered":"

\u00cen acest articol vei afla despre Quality Score, ce \u00eenseamn\u0103, cum se folose\u0219te, care sunt indicatorii care \u00eel influen\u021beaz\u0103 \u0219i cum \u00eel po\u021bi analiza.<\/p>\n","protected":false},"author":15,"featured_media":5581,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[170],"tags":[182,210,187,209],"class_list":["post-5573","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-analize-performance-media","tag-google-ads","tag-google-search","tag-kpi","tag-quality-score","entry"],"yoast_head":"\nCare e treaba cu Quality Score? | Blogul Mavericks<\/title>\n<meta name=\"description\" content=\"\u00cen acest articol vei afla despre Quality Score, ce \u00eenseamn\u0103, cum se folose\u0219te, care sunt indicatorii care \u00eel influen\u021beaz\u0103 \u0219i cum \u00eel po\u021bi analiza.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/mavericks.ro\/blog\/care-e-treaba-cu-quality-score\/\" \/>\n<meta property=\"og:locale\" content=\"ro_RO\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Care e treaba cu Quality Score? 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