• Benjamin Hong

    Larry, great post. From the very beginning when QS was first introduced, CTR has always been the major component for calculating the score. I agree that being uninformed and laziness (but also too much reliance on automation) are reasons for QS hating. The goal is not to get higher QS but to improve account performance. If SEM’s improve the account, higher QS will result.

    I look at QS as a barometer to understand performance (i.e. keyword & ad performance) Am I sending people to the right landing page? Is my keyphrase relevant? I’m looking at things not to get better QS but better results. QS helps me understand if I am doing just that.

  • Benjamin Hong

    Larry, great post. From the very beginning when QS was first introduced, CTR has always been the major component for calculating the score. I agree that being uninformed and laziness (but also too much reliance on automation) are reasons for QS hating. The goal is not to get higher QS but to improve account performance. If SEM’s improve the account, higher QS will result.

    I look at QS as a barometer to understand performance (i.e. keyword & ad performance) Am I sending people to the right landing page? Is my keyphrase relevant? I’m looking at things not to get better QS but better results. QS helps me understand if I am doing just that.

  • http://www.LeadDiscovery.com/ Jerry Nordstrom

    Larry – Great job giving the lay of the land with QS.

    I think that your detailed graphs with numerous data points demonstrates exactly how difficult it is to determine which variables are impacting ones quality score. Few SEMs have the ability to efficiently identify and adjust these variables to achieve a higher QS – Thus a group of frustrated PPC managers!

    It would be beneficial if Google provided a basic QS evaluation score/graph per adgroup using a small set of variables which advertisers could use to guide their optimization efforts. They provide a similar analysis for Adsense publishers.

    With a lack of tools and the time consuming, daunting complexity of testing out your campaigns to achieve a high QS – Many competitors take the easy route. They create misleading ads instead.

    Since QS is greatly influenced by a high CTR a slightly deceptive ad can circumvent all that QS optimization work. As Danny Sullivan reported last week, Google adwords has plenty of suspect ads pushing the edge of truth in advertising; Search for “Gmail Help” and see all the ads for supposed “Gmail support centers”.

    I think QS is a great concept that can help guide advertisers, reward them for creating effective ads while giving the searcher a better search result. Google just needs to improve the analysis capabilities a bit more for mid tier advertisers to get on board.

  • Pat Grady

    ExSELLent!