MBA DM Phase 2: The Agency Simulation

Session 20

SEM Audit, Quality Score & Finalizing A3

Block 3 wraps: A3 submitted.

Today's Agenda

Quality Score components
SEM account structure audit
Assembling the full A3 SEO Mini-Audit
Deliverable: A3 final submission

Quality Score: The 3 Pillars

Pillar	What It Measures
Expected CTR	Ad relevance to searcher intent
Ad Relevance	Keyword-to-ad copy match
Landing Page Experience	Speed, relevance, mobile-friendliness

Why Quality Score Matters

Higher Quality Score = lower cost-per-click for the same ad position. A poor landing page can silently inflate your CAC even with great ad copy.

Check: Quality Score Levers

Prompt: ask a pair to defend the answer.

Case Reference

Recall the education PPC case for a real Quality Score / account structure optimization cycle.

Read: Education PPC case · Reference: Google Ads Reference

Lab: Assemble & Finalize A3

    Combine Session 17-19 findings into one A3 document
Add a one-page SEM account audit (structure, Quality Score notes)
Write an executive summary: top 3 fixes, expected impact
Submit A3

  

Deliverable: Assignment A3 Complete

A3 SEO Mini-Audit — Submitted

Block 3 done. Next: Block 4 — email automation, analytics, and the final capstone review.

Thank You!

Open Session 20 Note

Session 20: SEM Audit, Quality Score & Finalizing A3