Google Helps Advertisers Zero In On AdWords Quality Score Problems And Better Organize Their Accounts

Google today unveiled two changes to the AdWords interface that will likely be useful to marketers — three additional components to the Quality Score, along with account labels to allow the easier grouping of keywords, ads, ad groups and campaigns.

Quality Score, one of the most important metrics for marketers, will be displayed with the usual number (X/10) but it will also be broken down into three components: expected click-through rate, ad relevance and landing page experience. For each component, ads will be judged as “average”, “above average”, or “below average”.

“This is going to give advertisers a deeper look into where they might spend more time focusing and optimizing,” said Jonathan Alferness, director of product management at Google.

The three components are aimed at helping advertisers know what they can do to get Quality Score up — and their prices down. If an advertiser notes that creative is underperforming with regard to click-through rates, perhaps it could be strengthened with a better call-to-action, for example.

The components will be visible when advertisers click on the conversation bubble next to the keyword status. (Before the feature is fully rolled out, advertisers may see “no problems” rather than “above average,” etc.)

Alferness said the new Quality Score components have been tested through a small pilot program and, while it’s difficult to quantify the impact it may have had on Quality Score improvements, he said the feedback from marketers has been positive.

The interface change will be rolling out globally over the rest of the week in AdWords online, but API and AdWords Editor users will have to wait at least until the next release.

The next significant change — labels — is meant to help advertisers more efficiently bring together and compare campaign elements that may “live” in different parts of the account. For example, an advertiser that operates in three different geographical areas might have ads and keywords related to a single product line (sweaters, for example) in various parts of the account, because the creative and approach may be different for different geographical areas.

Adding a label of “sweaters” to all sweater-related keywords would allow for reporting that makes it easier to see trends and comparisons. The marketer could filter reports to see only sweater-related keywords, for example, or could run a keyword labels report to compare performance between keywords with different labels.

The labels functionality will be rolled out to all advertisers in the next few days.

Related Topics: Channel: SEM | Google: AdWords | Top News

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  • jim_tre

    Amazing that they release something like this the day that they destroy so many sites on their index. Hmm I wonder will all those webmasters be running for adwords now? Google don’t be evil?

  • http://www.facebook.com/luckykmr494 Sanjeev Rana

    p { margin-bottom: 0.08in; } Everything
    is very open and very clear explanation of issues. was truly
    information. Your website is very useful. Thanks for sharing.

  • http://webdealswatch.com/ Ron Coachman

    Not sure about the labels tag being useful, but the quality score clarity is much welcomed. Whatever they can do to make things easier to understand the better.

  • http://twitter.com/mynewyork_fr my_newyork

    Labels is a tremendous way to organize accounts! Let’s test this right away :)

  • http://twitter.com/jhoodbiz jhoodbiz

    A little more insight/info into why Google views a landing page “below average” would be helpful

  • Matt Staton

    Interesting point..

  • Matt Staton

    I agree.  Is a landing page without any exit pages worse than a landing page with an exit?  If my customer lands on our landing page for RestorationLocal.com and then “bounces” because they found the phone number they need to contact a contractor in their area, is that considered a bad customer experience…

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    facebook is increasing interest in security issues read at http://www.megafind.blogspot.com

  • http://twitter.com/ChrisGutknecht Chris Gutknecht

    I hope the Quality score status is something that can be eventually downloaded in bulk as a status column. But Google usually just meets halfway

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    ⇪⇪⇪like Kyle replied I didn’t know that any one can profit $8144 in four weeks on the internet. did you see this site ⇮↺

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