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Low Quality Score With No Impressions

by consultant1027
8 replies
  • PPC/SEM
    • |
I've got several keywords with quality score 1 or 2. They all have 0 impressions.

They are exact and phrase match with two words and the word or / and in them like:

"red and blue"
[red or blue]
etc.

The ad title has both words in it.

The landing page title tag has both words in it.

The landing page h2 tag has both words in it

The service being advertised is highly relevant.

I read somewhere that starting quality score, the ctr component (which is supposedly the major component in determining QS) assumed your ctr will be the average of the other advertisers in the group (since you don't have any ctr data yet.)

I'd say the other advertisers for the same keywords have highly relevant ads.

Interestingly, quality score is much higher for the same keyword phrases but without the "and" or "or" in it. But I don't think that's necessarily the issue as I've seen this happen with keyword with no impressions without the and/or in them.

So what's the issue, most likely?
#impressions #low #quality #score
  • Profile picture of the author PPC-Coach
    Which ppc engine are you talking about here?
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  • Profile picture of the author LucidWebMarketing
    CTR is the major component of QS, there is no question about that. So until you get impressions, how does a QS get calculated?

    The only thing I can think of is that the system looks at similar ads and determines what your CTR likely will be. If someone else used an ad that is similar to yours and got a certain click rate, you'll probably get a similar rate on your ad. As a software developer, that's one way I would do it.

    Of course, it's an approximation and the system doesn't always get it right but it's pretty good and it has to start somewhere. As you get more impressions and, more important, clicks, the calculation refines itself and you get a truer QS. The alternative is to set it to 5, the average QS by definition, but that is obviously not what's going on.
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  • Profile picture of the author fasteasysuccess
    I don't know your exact ads, keywords, etc..but could be a few things. One quick option, too low of bid, but other fixes...

    Would try using dynamic insertion instead.

    Or can split good keywords from bad ones. Take your high-performing ads and keywords and throw in their own campaign, this way the bad performers will not be dragging down the good ones.
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  • Profile picture of the author Bright Future
    The key sentence here is "They all have 0 impressions."

    The quality scores are not accurate with low amount of impressions. You shouldn't pay a lot of attention to them before you accrue at least 100 impressions or so. If they are bad initially then just raise your bids a bit and see if they improve.
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  • Profile picture of the author LucidWebMarketing
    Raising bids do not affect your QS. It will improve your position (ads are ranked by QSxBid basic formula) which will increase your absolute CTR. But QS uses relative CTR, not absolute and that's why raising bid do not affect QS.
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    • Profile picture of the author Bright Future
      Originally Posted by LucidWebMarketing View Post

      Raising bids do not affect your QS. It will improve your position (ads are ranked by QSxBid basic formula) which will increase your absolute CTR. But QS uses relative CTR, not absolute and that's why raising bid do not affect QS.
      Yes, I am aware that raising bids doesn't affect QS directly but sometimes it helps. It kind of gives you a chance to prove that your ads are good because if you're stuck with a low inital quality score you might be struggling with getting a sufficient amount of impressions to get a chance to improve it.
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      • Profile picture of the author dburk
        Hi consultant1027,

        In my experience it is difficult to get such a low QS before receiving any impressions unless your account already has a history of very poor performance, with only one possible exception. If you make very poor (ambigious) keyword choices you can earn an initially poor Quality Score.

        If you are using AdWords then try running a keyword diagnosis:
        1. Click the Campaigns tab at the top.
        2. Select the Keywords tab.
        3. Click the white speech bubble next to any keyword's status to see details about that keyword's Quality Score. You'll be able to see ratings for expected clickthrough rate, ad relevance, and landing page experience.

        Once you have identified which of those ratings have cause your poor QS, you can focus your attention exclusively on the possible cause. No point wasing you time on Landing Page experience if you issue is exclusively "expected clickthrough rate".

        My guess would be that you have multiple issues including account structure issues, keyword selection issues, ad text relevancy, and poor account level CTR history. It is very common for new advertisers to "think" they have done all of those correctly when they are in fact very poorly done.

        Please provide specifics when you run your keyword diagnosis and we'll try to help you fix the issue.
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  • Profile picture of the author RichardSalinas
    Lately, I am seeing so many guys facing no-impression problem..
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