Quality Score Crunch
Google always has been telling us that Relevancy and hence Quality Score should be the main campaign objective. It’s even introduced an improved magnifying glass tool to assist in doing so.
But after a few years of long battles for ad & keywords relevancy I can assure you that the Quality Score is propaganda designed to detract our attention form real issues. Let me explain myself…
As a PPC (Pay Per Click) consultant I spend a lot of time on keywords and negatives research, keywords categorisation and creation of specific ad texts. But in case of broad match it can be a waste of time as Google Quality Score based ad display generally tends to display ads for more general keywords with higher Click Through Rate (CTR) which leads to higher CPCs and CPA. In other cases Google takes a really liberal approach to your keywords set interpretation, which leads to the same results.
There are other mysteries surrounding Quality Score … In many cases if you have an old campaign with a few really general keywords on broad match with no negatives and badly versed ads, it will work better than a new campaign with all the Quality Score tricks that Google tells you to use!!! Obviously Google rewards you more for spending money on a long run, than Quality Score.
If you really want to bit Google’s system, use analytics and additional keyword research tools (outside Google boundaries) to discover niche keywords and negatives, but I can guaranty you, you will never know 100% what your ads are appearing for.
