Tuesday, July 9, 2013
Quality Score is Google's rating based on the past click through rate and inter-relevance of landing page, keywords and Ads. It determines the bid price of the keywords that are used by your ad and your ad’s rank on SERP. Increasing your Quality Scores transversely your account will have gains with lower costs and more spotlights.
There is a myth around the corners, that long tail keywords are given a lower quality score. Despite the fact that these low volume keywords are inclined to have fewer data and certainty, they are not penalized. On the other hand, it is a toughest thing for Google to settle on a quality score, which directs to a “temporary depressive” quality score. The answer here is to delete any extremely low volume keywords that are getting the quality score down on the whole.
The million dollar question is, whether the low volume but high Quality Score long tail keywords spoil the overall performance or not?
The answer is NO – It won’t harm - In general a low volume long tail keyword with a high quality score will not hurt your campaign performance as a whole. The keywords to observe are mainly the ones that have a lot of impressions, no click through and a low Quality Score. If you do come across these type of keywords, my advice is to cut off these low performing keywords into their own Adgroup, so it won’t damage the overall quality score of the other AdGroup. So the answer is, the low volume long tail keywords with high quality score will not harm the campaign.
Poor keyword relevance is a general reason for low quality score however it actually shouldn’t be the case as it’s simple to patch up.
Download a list of low quality score keywords and observe if any had converted. Or else, just glance through your keywords and take the one that you think it should work. So, let’s say you have low quality score keywords that have a suitable more consequential landing page for them. You can increase the score for those keyword types easily.
Use accurate or possible phrase match at the outset. If you are opting for more generic and not exact keywords – example, clothes, shoes, etc - you won’t attain your quality score and there will be no or conversions. So, use only exact match keywords.
Put keywords in your ad copy – compelling ad copy in the first place – A most compelling one is Doing Ad copy testing to increase CTR and thus the QS.
Create planned, tightly themed Ad group - craft as many ad groups as needed to make use of all high-traffic keywords in your ads.
Place keywords sensibly with right density in your landing page. Make sure the landing page is more informative to the user, relevant to that exact match keywords and not looking spammy.
After those steps, if still showing ‘poor keyword relevance’ while clicking on the speech bubble at the side of your keywords, it’s almost certainly intended your keyword is too broad and draws so many impressions. Use those keywords in Google keyword tool or the wonder wheel to observe if it can be wrecked down into sub-topics.