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What are the key factor which affect the quality score of a keywords?

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# 1
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I have a doubt about the quality score of a keywords. we have these keywords and there quality score 10 out of 10.

 

"sapphires earrings" - 10/10

"solitaire sapphire earings" - 10/10

 

but these genuine keywords for the same campaign these keywords below quality score out of 10

 

"sapphire earrings: - 7/10

""solitaire sapphire earrings"" - 7/10

 

Please suggest what is the problem and what is the solution for this.

 

3 Expert replyverified_user

Re: What are the key factor which affect the quality score of a keywor

Top Contributor
# 2
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Hi rammahawar, the first thing I'd say is that 10/10 is an excellent score and 7/10 is still above average so from one point of view you have nothing to worry about anyway.

 

Quite why these small variations result in a different score is going to be difficult to determine.  What are the average CTRs of these Keywords?  How well do they match the Ad Copy they're linked to?

 

Bear in mind also that the QS shown in your Account is an average - Quality Score is calculated for each and every auction so it's entirely possible that the 10/10 Keywords sometimes have a QS less than 10 and that the 7/10 Keywords sometimes have a QS more than 7.

 

I try not to obsess too much about Quality Score these days.  While it's always a good idea to try and improve your QS, sometimes it just can't be done and then all that's important is whether these Keywords return a positive profit.

 

Jon

AdWords Top Contributor Google+ Profile | Partner Profile | AdWords Audits

Re: What are the key factor which affect the quality score of a keywor

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# 3
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In addition to Jon's reply, please keep in mind that the initial QS granted, is based on other advertisers' QS, for the same keywords - until your campaign gains enough  impressions to calculate CTR;

Also note, that QS is somewhat relative - so, in competitive fields, when the average is "6",  it might be a bit hard to "strike"  the average...

Moshe, AdWords Top Contributor , Twitter | Linkedin | Community Profile | Ad-Globe
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Re: What are the key factor which affect the quality score of a keywor

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# 4
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I appologize is asking this makes things complicated in somebody's view :

Just to learn how averages are calculated by Google , about "it's entirely possible that the 10/10 Keywordssometimes have a QS less than 10 ".

 

Does it mean that sometimes such a keyword can have a QS of more than 10/10 to compensate for the values of less than 10 in order to give the average 10/10 ?

Re: What are the key factor which affect the quality score of a keywor

Top Contributor
# 5
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@Adrian

 

"Does it mean that sometimes such a keyword can have a QS of more than 10/10 to compensate for the values of less than 10 in order to give the average 10/10 ?"

 

No, it means that the figures shown are rounded integers.  If you had a Keyword appear in 100 auctions and for 95 of it had a "perfect" 10 and for 5 it scored 9/10, and you could only display an integer, would you show 9/10 then?

 

Jon

AdWords Top Contributor Google+ Profile | Partner Profile | AdWords Audits

Re: What are the key factor which affect the quality score of a keywor

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# 6
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Ohhh...integer ...This is the term I was looking for ...many years, since school days that haven't encountered or used it...

Moshe, AdWords Top Contributor , Twitter | Linkedin | Community Profile | Ad-Globe
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Re: What are the key factor which affect the quality score of a keywor

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# 7
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@Jon_Gritton 

Thank you for explaining, this sound logical.

 

Since you asked "would you show 9/10 then?" , I found in here, at message 4 from Petebardo, that this rounded integer is just a theory not confirmed by google :

 

https://www.en.adwords-community.com/t5/Improve-results/Quality-Score-10-vs-Quality-Score-10/m-p/196...

 

Since the "not reported" rounding of the QS can be "a key factor which affects the quality score" as the title of this current topic is , can you please provide any reference from the Google about this rounding procedure ? 

 

And this is my last message in this topic. Thank you.

Re: What are the key factor which affect the quality score of a keywor

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# 8
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Adrian - theory or not, it's simple math - no need for documentation here. You don't have to live off the help center to understand some concepts of PPC Marketing - many things come with hands on experience.

What would the average be of the following QS: 7, 8, 9, 10, 10 - Okay now let's just guess that Google uses some number of decimal places...it becomes even harder to end up at a nice clean round integer - obviously rounding is used prior to showing us this Avg QS.

-Tommy
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Re: What are the key factor which affect the quality score of a keywor

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# 9
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Adrian;

I found this in the documentation...

>>"Each keyword gets a Quality Score on a scale from 1 to 10, where 1 is the lowest score and 10 is the highest"

 

Common engineering practice:  If it was a rational number,  they would say. Otherwise, it is an integer, thus any fraction will be rounded up, based on common rounding  practice.

 

https://support.google.com/adwords/answer/2454010?hl=en

 

Moshe, AdWords Top Contributor , Twitter | Linkedin | Community Profile | Ad-Globe
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Re: What are the key factor which affect the quality score of a keywor

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# 10
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@rammahawar You should consider those sets of keywords to be completely different, as google treats them to be different keywords. "sapphires earrings" is not the same keyword as "sapphire earrings" and "solitaire sapphire earings" is not the same as ""solitaire sapphire earrings"". (In fact if you use the Adwords API and do a little bit of coding you'll find that they'll have different IDs - every keyword in your adwords account had a unique ID).

Historical CTR is the most important factor of quality score. If any of those keywords doesn't have enough history in your account, Google will use the history of other advertisers, the history of your account as a whole, etc... That is why they have different QS: they are considered as different keywords and they have different historical data for Google to use in granting them a score.

Just to comment on what was said by @Adrian, @MoscheTLV and PPCBossman on the average QS that is shown. In reality, every keyword has multiple quality scores used behind the scenes which most likely have decimals and for which the actual range is undisclosed to the public. The actual range could be 1 to 100 or 0 to 1 — we don't know. (Read Craig Danuloff's excellent book on QS if you want to learn more, written in conjunction with the Google team). What I do know is that it doesn't matter. So long as you know how to increase CTR and can gauge the impact it has on your QS, first page bids and ultimately your costs, you don't really need the details.

Little riddle: we have a customer who has an account quality score of 10/10 and he wants to optimize even further. How does he do it?

(Don't look at the answer below)

Answer: He tracks first page bids fluctuations in response to CTR changes.

(You looked, didn't you! Smiley Happy

This wasn't really a riddle, we do have a customer who has all his keywords at 10/10 (thousands and not brand terms) and he did request a way to track first page bids better because he wanted to optimize his 10/10 quality score. True story.

First page bids often fluctuate before Quality Score changes. If 2 same keywords from 2 different advertisers have 10/10 quality scores, they will very often still have different first page bids and that's how you differentiate their performance.