AdWords: Your Keywords And Quality Score

"AdWords system calculates a "Quality Score" for each keyword in your account. It looks at a variety of factors to measure how relevant your keyword is to your ad text and to a user's search query. A keyword's Quality Score updates frequently and is closely related to its performance. In fact, a Quality Score is […]

"AdWords system calculates a "Quality Score" for each keyword in your account. It looks at a variety of factors to measure how relevant your keyword is to your ad text and to a user's search query. A keyword's Quality Score updates frequently and is closely related to its performance. In fact, a Quality Score is calculated each time your keyword matches a search query or every time your keyword has the potential to trigger an ad. In general, a high Quality Score means that your keyword will trigger ads in a higher position and at a lower cost-per-click (CPC)," explains Google.

Follow any of the three method below to find representations of your keywords' Quality Scores:

  1. To find representation of your keywords' Quality Scores in your account statistics:
    1. Sign into AdWords
    2. Select appropriate campaign and ad group
    3. Click Keywords tab
    4. Click Columns at the top of the ad group table
    5. Select Quality Score from the drop-down menu
    6. Click Save when you're finished. Each keyword's Quality Score will be measured and displayed on a scale of 1-10.
  2. To view Keyword Analysis field for any keyword, follow these steps:
    1. Sign into AdWords
    2. Click campaign
    3. Click ad group
    4. Select Keywords tab
    5. Click the icon in the Status column next to any keyword.
  3. To view Quality Score via an account report, run a Keyword Performance report and make sure to select Keyword Quality Score Detail checkbox. This option appears in the Add or Remove Columns section under Advanced Settings.

You must optimize (tips) your account to improve keywords' Quality Scores. This entails making sure that each of your ad groups contain descriptive ads all promoting the same thing, and that each keyword in the ad group closely relates to the ad.

A keyword's Quality Score may change after you move it to another ad group. However, the keyword's performance history willn't change -- regardless of whether you delete and re-add the keyword or transfer the keyword using AdWords Editor.

Here're two ways that a keyword's Quality Score can change after moving to a new ad group:

  1. A keyword's Quality Score is influenced by its relevance to the ads in its ad group. If you move a keyword to an ad group with more relevant ads, therefore, its Quality Score may improve. Similarly, Quality Score may decrease if the ads are less relevant.
  2. In addition, moving a keyword to an ad group with more relevant ads can improve a keyword's clickthrough rate (CTR) going forward. This, over time, will improve its Quality Score.

[tags]quality score,grantees,keyword analysis,clickthrough,cost-per-click[/tags]

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