- If you have a good quality score,
you'll notice that it's cheaper to run your advertising.
(energetic music)
They just only focus on their ad copy.
(energetic music)
So you actually also have to be specific
with your targeting.
(energetic music)
What about on your landing page?
What about post-checkout?
What about your follow-up sequences,
your upsells, your downsells?
(energetic music)
- All right, we're going to talk about
if your ad quality score still matters in 2023.
Your quality score is how a Google or a Bing,
when you're running ads on their platforms,
it's how they score your ads.
It's basically scored on a scale of 1 to 10.
There's a lot of factors that they look at
to determine whether your ads
should be shown above other people.
We wanted to talk about if this stuff still matters
because it's 2023
and quality score has been around for a while.
- It does matter.
If you have a good quality score,
you'll notice that it's cheaper to run your advertising
and you'll get more conversions.
The big thing that people make a mistake on is
they just solely focus on their ad copy and the targeting
but they don't focus on their website, the landing page,
the experience that they're driving to those people
who are getting or who are clicking on the ads.
The other thing that they also don't focus on enough
is rotating up their ads.
Just because certain texts or images work right now for you,
it doesn't mean that they're going to continually perform
the same way in the future.
You need to continually rotate things up, change it
and by it being a little bit more fresh,
what you'll see is, at least what we're seeing
is you start getting better clicks over time,
quality score still maintains really well
and it's just fresh
versus just using the same old stale stuff for months.
- Yep, so a couple things, I mean, with marketing,
when it comes to quality score,
you got to make sure you're picking the right keywords, okay?
That's kind of 101.
If you're saying, hey, like come buy dog food
and then a landing page that says cat food,
there's a mismatch over there, right?
So it seems like a duh statement
but some people screw that up
and then you got to think about the copy
like the way you're talking about it
like if you're speaking premium language and then on the-
- Or let's actually go back.
When Eric said dog food
and then showing cat food or vice versa,
where a lot of companies screw up
is they have an ad for a nail
and someone's looking for a nail with a hammer
and they're showing nails on people's fingernails
for like "hey, here's some press on nails or whatnot."
So you actually also have to be specific
with your targeting.
Is it apple, the food, someone's looking for
or are they looking for Apple, the computer?
- The key thing here is if you want to play the game well,
you have to continue to optimize.
That's all it really is at the end of the day.
- Yeah and in marketing, a lot of people get metrics
from places like Google or a SEO tool
or whatever platform you're using like Facebook Ads
and people are like, "oh, my metrics are really good there."
Well, they're good there but your marketing shouldn't stop.
What about on your landing page?
What about post-checkout?
What about your follow-up sequences,
your upsells, your downsells?
You can't just rely on,
"hey, my ad campaigns are running well."
You got to optimize your whole funnel
and the whole experience
and the funnel doesn't end with someone buying.
It continually goes because people should try
to continually buy from you.
If you look at like companies like Amazon,
they make the majority of their revenue
from repeat purchases.
It's not someone coming and be like,
"hey, I'm buying from Amazon."
It's, no, "I bought from Amazon
and every week, I'm buying new stuff."
We buy toilet paper from there
toothpaste from there, literally everything,
baby lotion, shampoo, we buy all our essentials from Amazon.
That's a great example of them getting a customer in once
and then continually generating
more and more revenue from them.
- I remember when I was 24 years old
I had one of my first internet marketing jobs.
I was working in an e-commerce store.
I was running the ads.
Again, we were selling lighting but mind you,
this is first month into my first internet marketing job
and I got into argument with the owner
and so the quality score on one of my ads was a 10, okay?
So I was like, look at the quality score, it's a 10
and he's like, "did it drive any conversions?"
I was like, no.
He's like, "then it doesn't matter"
but I was like, but the quality score is a 10
and and so I was like, look at the click-through rate
and look at the quality score.
At the end of the day, what matters is
is it actually converting?
You have to take that into account.
- Yeah and that's what people get wrong
like they're optimizing for just one metric
instead of really thinking about the customer
and how to make money for a business.
Marketing is not about getting people to your website
or getting more followers.
Marketing is about driving revenue and building brands
and the brands relate to
or cause more revenue in the long run
and if you're not doing that with your marketing
then something's wrong.
- And the other marketing thing we'll leave you with
is marketing's job is to bring you to the point of sale.
If you're not bringing them to the point of sale
then you're stopping them along the way
and you are actually screwing up the point of sale.
That is it for today.
Please don't forget to rate, review and subscribe.
Also, hit us on YouTube as well
and we will talk to you later.
- [Neil] Now, if you have any questions,
leave a comment below.
I'm here to answer them and help you out.
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tell people about it.
Thank you very much.