Over the years, Google’s Quality Score secret recipe has become more sophisticated and more challenging to optimize against.
From Google’s blurry definition, we know that Quality Score is mostly a function of your historical CTR (click-through rate), as well as the “quality of your landing page.” However, the landing page quality piece can be hard to quantify.
In this post, I will share a few findings about how engagement metrics (that is, page views, time on site and bounce rate) can be strong predictors for both your Quality Score and your revenue metrics.
When running a multiple linear regression analysis based on daily Quality Score, CTR, page views, time on site and bounce rate across millions of keywords, I found that three metrics out of four were correlated with Quality Score:
Essentially, if you want to stay away from high CPCs (cost-per-click) and low impression share due to a low Quality Score, you want to address those campaigns/keywords/product listing ads with above-average bounce rates, below-average CTRs and below-average time on sites, or any combination thereof.
While the Quality Score is a relevant metric to optimize against in order to minimize marketing costs, advertisers typically focus on the end revenue metrics. One of the main challenges often is to address revenue sparsity across thousands or millions of keywords, product listing ads, and so on — and that’s really when those engagement metrics come in handy, as they can help predict for revenue.
Indeed, from the data I collected, I found the following:
In short, if you haven’t collected enough revenue data across certain keywords, product listing ads, devices, times of day or locations, it is definitely worth using those engagement metrics as proxy metrics for future revenue.
In a nutshell, those site-side engagement metrics are a valuable source of information when it comes to both mitigating your marketing costs and enriching your data for making more informed decisions.
Now, you might want to compare those findings with what you are seeing in your own accounts, so feel free to share what you find!
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