Comments on: Living with Low Quality Score

By: kiroshimasylvia

kiroshimasylvia — Wed, 23 Jun 2010 15:10:06 +0000

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By: Quality Score Says: “That Keyword Is Not For You.” | The ClickEquations Blog

Mon, 07 Jun 2010 11:30:21 +0000

[...] Cost Low Conversion. As discussed in this earlier post, there are situations, often in B2B primarily, where it makes more sense to focus on conversion [...]

By: Last Week in PPC News and Views: May 25th 2010 | Clix Marketing PPC Blog

Last Week in PPC News and Views: May 25th 2010 | Clix Marketing PPC Blog — Tue, 25 May 2010 20:37:55 +0000

[...] Equations: Craig at Click Equations elaborated on the idea of “living with low Quality Score” based on questions from last week’s SMX Advanced conference. He explains some of the [...]

By: Craig Danuloff

Craig Danuloff — Thu, 20 May 2010 06:37:12 +0000

Interesting and smart way to think about it. I wonder if the delta between your seeing results and visible QS changing is the fact that they use different numbers behind the scenes. Clearly QS updates much more frequently than PageRank, but there is less talk about the (true) fact that the QS they show us isn't the QS that they use in their calculations. So when you move the CTR up, they QS might go from 43 to 47 behind the scenes but still report at an unchanged 5 on screen? As you say, could be a delay issue in the reporting. Who knows, but clearly results are more important that scores, and in a deeper analysis and coverage the 'what's acceptable' even for B2B should be based on some ROI numbers.

By: Craig Danuloff

Craig Danuloff — Thu, 20 May 2010 06:34:08 +0000

Great point. I don't think the'll stop showing because of low QS unless it is really low – below 4 or worse. I'm not sure that scores that low are good to run anyway as they usually (but not always) indicate some real penalty or problem. But the question points out that a real complete answer has to figure this out all the way down the different levels. May take some research but thanks for raising and I'll try to get back to that part of the topic.

By: kylara

kylara — Wed, 19 May 2010 17:41:30 +0000

The B2B comment makes sense and it would be fine to take the pre-qualifying route and ignore QS, except… I see plenty of cases where Google stops showing your ad because your quality score is too low. Then what do you do?

By: kimclinkunbroomer

kimclinkunbroomer — Wed, 19 May 2010 16:48:52 +0000

Hi Craig.

Good points!

I do hate to see low QS keywords and am often given the task of cleaning up accounts with low QS keywords. I will pause when I can, mine what I can, but sometimes it is so frustrating to get to those keywords that are important for the account and still low QS. Of course I attack the CTR and do the best I can and often I see immediate improvement (lower CPC) for keywords that do not yet reflect a QS improvement but show CTR improvement....guess I am saying I try not to get too hung up on the actual QS (#/10) when trying to improve a keyword quality score but watch the CTR and CPC's instead. I usually see the CTR increase reflect immediately in a CPC decrease and have to wait weeks to months to see the actual QS score increase - especially for keywords with lower traffic.

Wishing I was there to hear your talks.....

Kim

By: Brian

Brian — Tue, 18 May 2010 23:13:23 +0000

Hey Craig,

Good summary of the issues involved in deciding whether to turn off a low QS keyword or leave it running. Obviously, normal optimization should result in non-performing keywords being removed anyway. The decision to pause a performing low QS keyword is always tough. I typically let them roll and focus on bringing the CTR% up when possible.

Good post.
Brian

By: Matthew Umbro

Matthew Umbro — Tue, 18 May 2010 20:13:10 +0000

Hi Craig,

I certainly agree with your points here. I've seen keywords in my accounts with poor quality scores that net me a fair amount of conversions, even more than some keywords with higher quality scores. Bottom line is that I am going to keep keywords with poor quality scores running if they are proving to be profitable.

-Matthew