• http://www.hallnet.co.uk CathDavis

    Hi, Great article, thank you! I’m just in the process of deleting all low quality score keywords as enough is enough, get rid I agree! At the end of the article you say:
    increasing quality score can lower average positions and increase average CPC’s.
    Is this a typo, or can I really expect to see average cpc increase once I delete these under-performing keywords??
    Cheers!

  • Kenny Martin

    Craig, I think you’re missing a really important possible explanation, and that by simply stating to remove low quality score keywords can lead folks astray. It could be explanation 4) That the keyword is a very general keyword around an established brand name (eg, “toyota”) and that unless you are the brand itself, you’ll never have but so good of a quality score. The key is whether or not it converts well for you. I see quality score 3 and 4 words all the time that are some of the top volume keywords in terms of traffic and conversions. Rockstar keywords with low quality scores can exist, and it doesn’t mean that you’re not relevant for them. You can be completely relevant for them as a re-seller or not the brand-owner but never get but so good of a quality score, no matter you do in terms of isolating them, modifying copy, etc.

  • http://blog.9thsphere.com/blog/ Ezra Silverton

    Google Adwords Quality Score is NOT our friend! At least not in all case. Quality Score does help in many situations, however, for very saturated industries, like ours, it doesn’t help. Over months of trail and error we continued to get low quality scores until we finally followed up with our Google rep and they stated … “instead of focusing on quality score, focus on whether AdWords is driving the appropriate visitors to your site…Analytics will likely be helpful for this analysis…It may be that rather than quality score, it makes more sense to focus on conversion rate….I know it’s concerning to see low quality scores, but we would really encourage you not to get too tied up in it, and instead to focus on other metrics/performance.”

  • http://www.clickequations.com Craig Danuloff

    Kenny – You are right. If keywords make money I would run them regardless of the quality score. The book has a whole section making that point, and I should have at least made a reference to that fact in the article.

  • Ian Williams

    Hi Craig,

    Great article. I was wondering if, either in the book or in a future article, you make mention of explaining QS and managing (non-digital) people’s expectations? Obviously, a lot of management assume you should have #1 visibility on various terms. It can be a struggle trying to explain that you no longer advertise on that term, as it was performing poorly and harming all other adverts. It’s that ‘prestige term’ issue.

    Thanks,

    Ian

  • http://www.clickequations.com Craig Danuloff

    Ian – Good idea for an article. The ‘ammo’ to have that talk is covered in great detail in the book, but it isn’t put in a form pointed directly at that purpose. Lots more articles to come so look for that one – here or elsewhere. Thanks.

  • http://www.architechsw.com david pavlicko

    Quality score is your friend? Cmon.

    Yes, if you’re a new advertiser and you setup your campaign correctly, segmenting adgroups, matching up keywords, ads to landing page content – it CAN be beneficial and give you great ad position and lowered bid rates. Several of my clients now are in that category and are kicking the competition to the curb.

    However, for many of my older adwords clients that have run campaigns on and off in the past – I’d be much better off deleting their accounts and starting all over. Google’s decision to include ‘historical’ data in the QS is a TERRIBLE move. Just go ask anyone over in the adwords forums that have been struggling to improve their landing page scores for months and months to little or no effect.

    To me it looks like a great way for Google to jack up bid rates and blame it on poor adwords management, despite the fact that they’re penalizing us for problems that weren’t even problems 2 or 3 years ago.