Digital marketers looking for ROI on social media data and analytics that make C-Suite executives smile and open their wallets have the same problem as the men in Shania Twain’s life: they struggle to make an impression.
When search was a new, keywords relevance was determined by the number of times a keyword was used on a page. Today search engines factor hundreds of relevance elements into their algorithms, including searcher intent.
Marketing Strategy - Only one-third of chief marketing officers report that they are able to demonstrate quantitatively the impact of their marketing spending, according to a recent report by The CMO Survey.
Quality score has limited use as an actionable metric. For day-to-day management, it's more useful to focus on relative quality score (i.e., your score compared to advertisers you directly compete against at each position in the search results).