Google AdWords, Quality Scores.
How to find, understand & improve your Keyword Quality Scores.
There has been a lot of news stories and debate about Google's recent changes to Keyword Quality Scores by Google AdWords.
PPC Promotion Ltd have also noted an increasing number of search terms that were asking questions about their keyword's quality scores and how to improve them.
This page covers:
How to Find your Keyword Quality Scores.
The quick and simple way to find your Keyword Quality Scores using the
new Adwords Interface is to hover your mouse over the 'Speech Bubble Icon' next to the Keyword in the Status column. Hovering over the 'Speech Bubble', left, generated the live status and QualityScore panel in yellow, above, right.
NOTE The latest reporting improvement with more detail for your expected click-through rate, ad relevance and landing page evaluations.
Announced 24th April 2102.
OK, so how was this keyword status
'speech bubble found?
To reproduce the picture, above, with the 'speech bubble' next to the keyword you will need to use the side panel to drill down to the Ad Group.
How to View ALL of your Keyword Quality Scores
When you have added many Keywords you can change your Keyword Table view to add a column with your Quality Scores.
On the right hand side of your Keywords table, at the same level as the
green tabs you will find a Grey 'Filter and views' Button, see picture, right.
Click on this button then select 'Customise columns' from the drop-down list.
Check the Qual.Score box, see below.
You can also modify the order of the columns.
In the example below the Quality Score column has been moved left closer
to the keyword column.
What contributes to your Google AdWords Quality Scores?
The best approach is to start with the Google Help pages.
What is 'Quality Score' and how is it calculated?
How can you improve your Keyword Quality Scores?
This page contains two lists of factors for the Search Market and for the Content Market.
The search network list is below is extracted from Google's help page, see link above.
"While we continue to refine our Quality Score formulas for Google and the search network,
the core components remain more or less the same:
The historical click-through rate (CTR) of the keyword
Two elements of the 'quality of your landing page'
that must be brought out.
The quality of a number of pages around
your landing page.
Google have noted that visitors who convert,
buy or sign-up, browse around 2 or more
pages before they commit.
So Google started to downgrade
single landing page sites.
Your Landing Page load times.
I will not wait as long for a paid link.
and the matched ad on Google;
note that CTR on the Google Network only ever impacts
Quality Score on the Google Network - not on Google
- Your account history, which is measured by the CTR
of all the ads and keywords in your account
- The historical CTR of the display URLs in the ad group
- The quality of your landing page
- The relevance of the keyword to the ads in its ad group
- The relevance of the keyword and the matched ad
to the search query
- Your account's performance in the geographical region
where the ad will be shown
- Other relevance factors"