In AdWords, your Quality Score is like a warning light, according to a quote in “Google: Stop Losing the Forest for the…Quality Score” at PPC Hero. It shows how healthy your ads and keywords are, but it isn’t anything more than an indication to look further if it’s low. The warning light is a good illustration, because when it comes on you aren’t supposed to be examining the light itself but the system it is connected to.
This look at Google’s whitepaper on Settling the (Quality) Score (pdf) includes a nice chart on things that matter, and things that don’t. These things make a difference in your Quality Score:
- user device matters, so think about mobile targeting and landing page experience
- performance on related keywords matters when launching new keywords, so invest in relevant searches
- relevance to user intention matters, so make sure ads and landing pages match what they want
However, in terms of that Quality Score, keep this in mind:
- It doesn’t matter how you structure your account, so do what works best for you
- It doesn’t matter which networks you target, so feel free to test new networks
- It doesn’t matter where the ad is on the page, so don’t bid up higher positions to get a higher score–think about user experience instead
The warning light is a valuable tool when it’s used the right way, as a signal that you need to look further into the system it monitors. With the Quality Score, Google is reminding us that it is a tool, not a grade.
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