Question. We have an AdWords ad campaign, and we are struggling with Google’s “Quality Score.” What can we do to improve quality score? Please explain.
I hate, hate, hate, hate, hate AdWords Quality Score! It is an incredibly misleading indicator of ad performance, and is stacked very much in Google’s favor. To make matters worse, Google has created a lot of information on its help sites, and in the blogosphere (Google does a great job at influencing press / blog coverage), “as if” Quality Score should be the #1 thing you should worry about in AdWords.
No, no, no, no, no!!!! Quality Scores is NOT the #1 thing you should worry about. Instead, you should worry about these factors and issues –
If you a) know your keyword targets, b) have a decent click-thru rate, and c) have an SIS score > 80%… To heeeeeeeeckkkkkkkk with Quality Score. Here’s why –
You get paid BY THE CONVERSION. Google gets paid BY THE CLICK. But Google controls the AdWords help files, and ALL of these tilt towards misleading you to think that Quality Score (Read: HIGH clicks) is a good thing. It is not necessarily so!
In sum, I do NOT overfocus on Google’s Quality Score metric, instead focusing on more nuanced factors such as CTR, SIS (Search Impression Share), and Conversions… All with an eye to whether I am truly showing on RELEVANT, high value keywords.
RANT OVER. 🙂
Got a question? Click this link to email Jason or call 888-993-1122. Dr. Jason McDonald is founder and Senior SEO / Social Media Director of the JM Internet Group. He teaches the SEO training classes for the group, and therefore provides most of the SEO tips for this blog. His goal with this blog is to provide an easy 'one-stop shop' for the busy marketer looking for tips, tricks, and secrets on how to get to the top of Google and Bing for free using proven SEO tactics. When not dreaming up SEO tips, Dr. McDonald lives in the San Francisco Bay Area with his wife, two dogs, a cat, four iguanas and twelve children (just kidding). Really you read down to the bio on this guy? Enjoy the blog.
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