Getting Your Quality Score Back on Track

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November 27th, 2009 by Laura

Your Quality Score may become dented due to some major overhauls on the PPC account – perhaps you are launching a new website. There are times when this simply cannot be avoided but how do you get that account back on track?
Take this time to optimise the account structure by creating tighter ad groups and using more relevant and focused ad text. This should attract higher click-throughs. Review these changes every couple of weeks before you launch your new website or make the restructure changes. The aim is to make these changes gradually.

If you are launching a new website, you need to pause old ads and write new ones. Even if the old ads are paused, AdWords will still acknowledge their presence and this will aid the re-build of your quality score. So, rather than changing your existing ads, pause them and write new ones.

If you require increased search volume, carry out keyword research to add new terms. Again, do this well in advance of the launch.

You can also temporarily increase your keyword bids. Your ad position is going to drop so by increasing bids you can increase volume and, for a time, increase the click-through rate. However Google is aware of this tactic and will take this into account when assessing a Quality Score.

Be patient. It will take a little time for the account to readjust and gain back its Quality Score.

To help you through challenges with your PPC account contact Click Consult.

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