Initial Quality Score & Resetting

8 replies
  • PPC/SEM
  • |
Calculation of Quality Score seems to be just another one of those "black holes" at Google where you get some general information but no one (outside Google) really knows exactly how it works. I've got a few questions even so:

#1 Is initial QS always 6 or is it essentially the rounded average of all current advertisers for the same keyword, or based on some history of average QS for all advertisers for that keyword?


#2 - What triggers creation of an initial quality score? I have seen that creating a new Campaign with the same keywords as other existing campaigns but with different geographic target starts with a brand new quality score. This would make sense since better geographically targeted ads could produce higher CTR which equals more revenue for Google so they don't want to penalize the keywords in the new campaign right up front just because they are performing in another campaign. Yet I recall though if you simple copied a campaign, then paused the old one, if all settings are the same, QS on keywords doesn't reset, or does it? (Haven't tried it in a while but I assume not, Google isn't that stupid.) Do other campaign setting changes reset QS on identical keywords from previous campaigns like adding new negative keywords to the new campaign?

#3 - Because Google derives revenue by clicks, not impressions, it would make logical sense that the QS is HEAVILY weighted on Click Through Rate (CTR). What's the second most important factor (keyword in add title, or text?) or are all the factors other than CTR so much less significant that it's hard to tell what comes next?
#initial #quality #resetting #score
  • Profile picture of the author fasteasysuccess
    Hey-

    Quick Combo Answers For You...

    Nope quality score not always 6 and actually ad group qs and keyword quality score (calculated by the performance of search queries that exactly match your keyword.).

    Click Through Rate and Keywords In Ads Is Very Important and that's why simply using dynamic keyword inserting can definitely help, but make sure characters or length fits for ad.

    You can always create smaller more tight themed ad groups to improve, but just remember...

    When you add in new keywords to your account, they are given a baseline Quality Score based on the account’s history.

    The new keyword only starts showing a Quality Score of its own once it reaches impression threshold.
    {{ DiscussionBoard.errors[10323307].message }}
  • Profile picture of the author Peter Gregory
    no offense ,man, but actually initial QS is always 6. Right from the horses mouth: https://support.google.com/adwords/answer/2454010?hl=en

    Anytime you add new keywords it will set a QS of 6 regardless of within new or same campaigns/ ad groups.

    Ad relevance, CTR, and landing page relevance all play key factors in QS. As does Conversions!
    {{ DiscussionBoard.errors[10323354].message }}
  • Profile picture of the author fasteasysuccess
    absolutely peter...should of been more clear...

    On matching or relevant keywords to ads you are right, however just by having keywords and ads (and if don't match) won't just give 6. However if keywords and ads are related then yes.

    You're right ad relevance, ctr and landing page and conversions are important but by having your ad highly relavant and if have keyword inserted in ad, you can quickly improve your quality score and if nice ctr-obviusly quality score go's up as well. That is overall what was saying and a quick way can improve your qs. Then obviously your qs is calculated from there...landing page, conversions etc..
    {{ DiscussionBoard.errors[10323726].message }}
  • Initial QS can be anything, from 1 to 10. You have no data for the system to calculate the true QS so how does it assign a QS? I'm sure there are many ways but one way would be to compare your ad with other ads for the similarities. If the most similar ad had a QS of 7, then your initial QS would be set at seven.


    I suspect QS is some sort of standard deviation calculation with the average set at five. So by definition, the QS of all advertisers for a keyword will be exactly five. I highly doubt Google averages all advertisers' QS, which wouldn't make much sense given how it's supposed to work and every advertiser as a group being a fixed number.


    Despite what the link provided by Peter says, I don't buy it. I've never seen this said before and it is not my experience that new campaigns get their QS set at six. Of course, I don't really check immediately. The one-day delay is dubious as well. This may be in fact the time the system needs to perform other calculations such as my ad comparison theory, not actual performance for which may not be any.


    If you copy a campaign as is, you are effectively creating new keywords and ads as far as the system is concerned. Initial QS and going forward will be calculated as it does with any new campaign and based on the information gathered from that point forward on that campaign. This could lead to what appears strange and different QS numbers in the old and new campaigns but nothing to be concerned about.


    QS is heavily weighted on CTR, that much is known and has been confirmed by Google in different ways, likely 60 to 70%. Nothing to do with earning by click or CPM. In fact, they probably base their calculations on CPM, RPM really from their point of view, revenues per thousand.


    Google has said that conversions are not part of the QS calculation. I think it should be.
    {{ DiscussionBoard.errors[10324650].message }}
    • Profile picture of the author consultant1027
      Originally Posted by LucidWebMarketing View Post

      If you copy a campaign as is, you are effectively creating new keywords and ads as far as the system is concerned. Initial QS and going forward will be calculated as it does with any new campaign and based on the information gathered from that point forward on that campaign.
      I'm not sure I buy this. I swear I even tried it a few years ago when I was working on campaigns but it's been a while. This would mean, any advertisers with keywords with a QS less than 6 that wanted to improve the QS could just create a new campaign with any of their poor performing keywords and get to start at 6 again instead of trying to crawl themselves up from something like a 3 that they've had after several months and tens of thousands of impressions.
      {{ DiscussionBoard.errors[10330906].message }}
  • Profile picture of the author fasteasysuccess
    That's the key, initially if look often will be that if relevant (if not matching-not ever seen 6 as default) but not once running for while or day or so, now the quality score has several factors, but like mentioned, the quickest 2 qs factors to knock out is the keyword and ad and then obviously leads into ctr, relevance of landing page, conversions. speed etc...

    As far as what they really factor 100% and what they want to tell you is 2 different things to remember as well.
    {{ DiscussionBoard.errors[10325091].message }}
    • Profile picture of the author dburk
      Hi consultant1027,

      It's true, all new keywords added to your account now get an initial QS of 6.

      My account managers used to delight in seeing mostly 10/10 Quality Scores when setting up new ad groups. Sadly, as of July 27th of this year, AdWords no longer assigns a Quality Score based on predicted performance of your ad.

      https://plus.google.com/+GoogleAds/posts/aw9kTjzGLcz

      Now, poor performing advertisers get the same initial Quality Scores as the highly effective ads written by seasoned professionals. We all start at the exact same QS of 6.

      Most QS will adjust after about 100 impressions. however the adjustments are done in very small increments. That means the experienced expert advertisers are essential subsidizing their less competent advertising competitors, to give them more time to improve before our normal QS discounts become fully effective.

      Frederick Vallaeys, CEO of Optmyzr wrote an article about the changes to initial and how it has effective CPC. You can read his article here: Impact Of July 2015 AdWords Quality Score Change | PPC Hero®
      {{ DiscussionBoard.errors[10329208].message }}
  • Simple database principles. While you are correct that copying a campaign with poor QS would effectively reset to six as documented, it's a stupid way to run a campaign. You are changing nothing about the campaign so eventually, you'll be back to where you were. I think you'd get there sooner rather than later. I think this initial QS of six is probably true but that within a day or two, as Google themselves say, such a campaign would fall to its true QS once the system makes all its calculations, even if there are no impressions. It just doesn't make sense to dismiss how they did things before. Improve it but not dismiss. So copying poor campaigns over is not going to work in the long term and a poor strategy. I've said it before: you must be active in Adwords and try to improve. If you stand still, others will run past you.
    {{ DiscussionBoard.errors[10332030].message }}

Trending Topics