QS Optimisation Project Page

This page contains the latest version of the optimisation webapp.

What the project aims to achieve

1. To reduce manual effort in identifying which campaigns need optimisation to improve campaign's quality score
2. To reduce manual effort in identifying which keywords need optimisation
3. To reduce manul effort in identifying which optimisation parameters will have highest impact on improving quality score

In future we will consider the same for Bid Optimisation as well

How to use the app

Currently, this app only works with a specific file type. The file type is available in the reports section of the MCC. Details of the file are:
Name: all-campaigns-keyword-data
Type: Keyword performance
Format: .csv

Step 1 Download the file and save it to your desktop
Step 2 Open the app - click here
Step 3 Upload the file as it is
Wait for some time. Processing the file can take upto a minute. (we are working on how to reduce that time, please bear with us)

Interpreting the output

The analysis is available on the screen. As soon as the output is ready, the screen will be updated with three tables.

Table 1 contains the names of Accounts and Campaigns that are top priority for optimisation.
Table 2 contains the names of Accounts and Campaigns that are second highest in priority for optimisation.
Table 3 contains full details on keywords and what the problem areas are. (this table can be downloaded as a .csv file. Just click on the Export Analysis button)

What do the different columns mean?

Priority This is self-evident. Priority is decided upon the proportion of campaign spend that is going towards low quality keywords. The higher the proportion, the higher the priority
Campaign Campaign name as available in the MCC
Keyword Keyword along with match type
qs.bucket Stands for Quality Score Bucket. There are 3 buckets - Low, Medium & High based on the quality score of the keyword on the date of download of the report
Expected.click.through.rate, Ad.relevance, and, Landing.page.experience There are 3 states that each of these variables can take - Below Average, Average & Above Average. We need to improve these indicators to improve the overall Quality Score, and hence reduce the amount of money spent on low quality keywords. The table at the end of this section will help you understand what to do when these indicators are Below Average.
Proportion.Of.QS.Bucket The proportion of money that this keyword attracts as compared to the entire QS Bucket. For example: if a campaign spends £100 and 50% of that money is going in Low QS Bucket. And £20 is being spent on this keyword, the Proportion of QS Bucket spend that this keyword represents is £20/£50 = 40%
Proportion.Of.Campaign.Cost The proportion of money that this keyword attracts as compared to the entire campaign's spend. Taking the previous example, the proportion that this keyword represents is £20/£100 = 20%.
Campaign.Spend The money spent by this campaign in the last 30 days.

Indicator variables and what actions we can take if the indicator is Below Average or Average:

   Indicator variable     |  Parameter                 
   -----------------------|----------------------------
   Expected CTR           |  Keyword optimisation      
   Ad copy relevance      |  Ad copy optimisation      
   Landing page relevance |  Landing page optimisation  

What to do when you have identified a parameter

Keyword optimisation: Look at search terms and see if we can find more suitable keywords to capture these search terms
Ad copy optimisation: See if you can include the keyword in the ad copy
Landing page optimisation: See if you can find a more suitable landing page for it, or suggest to the client to include this and other similar keywords in the landing page

Support or Contact

Having trouble with QS Optimisation? Please reach out to Shara @ [email protected] or Rachit @ [email protected]

The page is owned and operated by DMS product team.