Low Adwords Quality Score

7 replies
  • SEO
  • |
Hi Guys,

I'm struggling with a low adwords quality score on some adverts but it doesn't seem to make any sense?

1) New campaign and adgroup
2) Single keyword in adgroup with exact phase and exact match
3) Keywords in domain name
4) Keywords in adword text
5) Optimised landing page for that keyword
5.1) Keywords in title
5.2) Keywords in H1
5.3) Keywords 4-5% density in text
5.4) Links with text set to keywords

Yet I'm still getting a 4/10 quality score

Yet on some google suggested keyword which my site isn't optimised for I'm getting 7/10 quality score.

Any ideas?
#adwords #low #quality #score
  • Profile picture of the author PhilipSEO
    Your quality score is chiefly driven by your CTR (because clicks make money for Google). Make an ad that gets clicked more often and your quality score will improve. The problem is that clicks that don't convert cost you $$, so it's a double edged sword.
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    • Profile picture of the author Steve Ranger
      Originally Posted by PhilipSEO View Post

      Your quality score is chiefly driven by your CTR (because clicks make money for Google). Make an ad that gets clicked more often and your quality score will improve. The problem is that clicks that don't convert cost you $$, so it's a double edged sword.
      This is incorrect.

      Brand new PPC campaigns on Google AdWords can start off with a low quality score before it's even shown impressions.

      You need to start again with your landing page - the usual problem is lack of relevant content - but with Google it can be anything unfortunately :rolleyes:
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      • Profile picture of the author Lucid
        Originally Posted by Steve Ranger View Post

        This is incorrect.

        Brand new PPC campaigns on Google AdWords can start off with a low quality score before it's even shown impressions.

        You need to start again with your landing page - the usual problem is lack of relevant content - but with Google it can be anything unfortunately :rolleyes:
        No, Philip is absolutely correct. About 65% of QS is CTR. The reason you may get a low QS before you even get impressions is because they do a rough calculation based on other things. If your keywords are not relevant for example, you lose a few points right there. If your landing page quality is poor, meaning you are not following policies, you get a QS of 1 when it visits the page minutes later. Google has sophisticated algorithms and years of data to rely upon. It doesn't always get it right but if your ads show better quality than what it anticipated, it will quickly go up (or down) after a few dozen impressions. If you start off low (say 5 or less) right away, you are really doing something wrong. The system "knows" from experience what your QS will likely end up being. You have to prove to it that it's wrong with CTRs that are higher compared to historical averages.
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        • Profile picture of the author Steve Ranger
          Originally Posted by Lucid View Post

          About 65% of QS is CTR. The reason you may get a low QS before you even get impressions is because they do a rough calculation based on other things. If your keywords are not relevant for example, you lose a few points right there. If your landing page quality is poor, meaning you are not following policies, you get a QS of 1 when it visits the page minutes later.
          This is what I thought a few weeks ago until I did extensive research and actually chatted to one of the AdWords staff on the phone.

          I'm also not sure where you got that 65% figure from - Google have never released any of that data :rolleyes:

          I really do recommend another attempt at your landing page.
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  • Profile picture of the author Lucid
    Read Adwords FAQ as well as my articles on my site for a better understanding. Only a couple of the things you mention will have an impact on QS. Like Philip said, it's all about the CTR.
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  • Profile picture of the author jeffereeno
    Your CTR is the thing that determines quality score. If you havent got traffic to your ad yet, raise your bid, get traffic, make sure it is relevant and ensure your CTR goes up. Once you have that, you can actually lower your bid and your quality score could potentially get you more traffic than those that are paying more than you.
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  • Profile picture of the author tryinhere
    All seem correct, yes there is the ctr / quality score relationship, this is a secondary outcome and as Steve mentions and is correct in that what he is saying is a primary q score factor and unless this primary requirement is in place the secondary / ctr q score factor has no bearing.

    Put part one together with part two in order and both are correct, part 2 can not exist without part one passing the test.
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