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Adwords using GA to determine Quality Score?

Follower ✭ ✭ ☆
# 1
Follower ✭ ✭ ☆

Hi,

 

I was wondering if (or how) AdWords uses the data from linked Google Analytics accounts, more specifically if this can affect some parts of your Quality Score (such as landing page experience). Bounce rate and average time spent on visit from paid traffic might be somewhat relevant metrics, both of which GA reveals but, as far as I know, is out of AdWords' reach by default.

 

Now, when you have linked your AdWords and GA accounts this situation changes. The data is shared. With this in mind, can this shared data affect your QS / landing page experience on adwords in any way?

 

A simple example would be that your paid traffic spends very little time on your website. If AdWords sees this, could it punish your Landing Page Experience value because of this? Or perhaps your visitors are spending lots of time on the site. Could it affect the LPE positively?

 

 

Re: Adwords using GA to determine Quality Score?

Participant ✭ ✭ ✭
# 2
Participant ✭ ✭ ✭
Hi Markus,

The shirt answer is No. Linking your Google analytics account to your AdWords account will have no effect on your keywords Quality score

Re: Adwords using GA to determine Quality Score?

Follower ✭ ✭ ☆
# 3
Follower ✭ ✭ ☆
Hi Clynton,

Thanks for the reply. What about the long answer? Or, how did you come to this conclusion?
Marked as Best Answer.
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Accepted by topic author Markus B
September 2015

Re: Adwords using GA to determine Quality Score?

Participant ✭ ✭ ✭
# 4
Participant ✭ ✭ ✭
Hi Markus,

Well, without rattling on too much there are a number of factors that are taken into account when looking at what AdWords define as landing page experience. These factors include:

Relevant content
Content that is useful and original
Transparency and trustworthiness (such as site policies)
Ease of navigation (well structured site map, easy to identify and understand menu's etc)
Loading time

Those are the most relevant factors when determining landing page experience according too AdWords, and not factors such as bounce rate and time spent on page, which can be influenced by a variety of factors that do not necessarily indicate a 'bad' landing page.

Furthermore landing page experience is a predictive variable. Thus AdWords assigns their value to the experience not based or biased by any actual data but rather on what they believe the experience will be like.

And Lastly, just based on logical thought it would be counter productive for Google to penalise someone for linking the 2 accounts. Linking the accounts shows a deeper understanding and a desire to improve your services which is what Google is all about. They want you to create relevant and meaningful material for users and connecting your 2 accounts will allow you to look into certain aspects at a deeper level allowing for further improvement to the user experience. It would not serve their policy to penalise users for linking their 2 accounts.

All being said and done, I have to ask: Is there a reason you are worried about this? Have you noticed a reduction in QS after linking accounts or is this just a pre emptive question?

Hope this allays some of your fears!

Re: Adwords using GA to determine Quality Score?

Collaborator ✭ ✭ ✭
# 5
Collaborator ✭ ✭ ✭

This could also help

 

http://adwords.blogspot.ro/2012/10/make-better-decisions-in-adwords-with.html

 

".....and low engagement metrics (low Average Visit Duration or High Bounce Rate) could indicate a poor landing page for a particular ad or keyword"

 

And this

 

https://www.en.adwords-community.com/t5/Basics-for-New-Advertisers/Does-bounce-rate-influence-qualit...

 

(see answer 4)

 

And this

 

http://searchengineland.com/quality-score-explained-by-a-former-googler-166007

 

"A high bounce rate or very short time on site both provide a great way for you to find keywords that are not relevant in the minds of users."

Re: Adwords using GA to determine Quality Score?

Visitor ✭ ✭ ✭
# 6
Visitor ✭ ✭ ✭

Clynton M wrote:
Hi Markus,

Well, without rattling on too much there are a number of factors that are taken into account when looking at what AdWords define as landing page experience. These factors include:

Relevant content
Content that is useful and original
Transparency and trustworthiness (such as site policies)
Ease of navigation (well structured site map, easy to identify and understand menu's etc)
Loading time

Those are the most relevant factors when determining landing page experience according too AdWords, and not factors such as bounce rate and time spent on page, which can be influenced by a variety of factors that do not necessarily indicate a 'bad' landing page.

Furthermore landing page experience is a predictive variable. Thus AdWords assigns their value to the experience not based or biased by any actual data but rather on what they believe the experience will be like.

And Lastly, just based on logical thought it would be counter productive for Google to penalise someone for linking the 2 accounts. Linking the accounts shows a deeper understanding and a desire to improve your services which is what Google is all about. They want you to create relevant and meaningful material for users and connecting your 2 accounts will allow you to look into certain aspects at a deeper level allowing for further improvement to the user experience. It would not serve their policy to penalise users for linking their 2 accounts.

All being said and done, I have to ask: Is there a reason you are worried about this? Have you noticed a reduction in QS after linking accounts or is this just a pre emptive question?

Hope this allays some of your fears!