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The cost of poor Quality Score

For those of you who manage your own Google AdWords campaigns (rather than use us!), how much consideration are you giving to click-through rate and “Quality Score”? Most in-house accounts I see have a fair proportion of keywords that have a terrible click-through rate and Quality Score. This can cost you a lot of money.

Quality Score is Google’s indication to you of how well each of your keyword/advert combinations are working (or how well Google thinks they’ll work), and directly influences the amount you’ll pay for each click. The score (1-10) is largely driven by the keyword’s click-through rate. However, many people don’t even have reporting turned on for this crucial number.

I believe the key to a well-managed Google AdWords account is to be able to accept that you can’t bid against everything you’d like to. Sometimes it’s quite mystifying as to why certain keywords have a low Quality Score, and it appears to be impossible to move them up from a lowly 2 or 3 out of 10. The mature approach, if you’ve tried everything, is to give up, and divert the budget to keywords which have a decent Quality Score. After all, it’s highly unlikely that you have enough budget to bid on everything you’d like to anyway, so let the numbers decide what you do and don’t advertise against. This is the approach we’ll be taking if you use BMON to manage your campaign.

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