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Question About Keyword Quality Score in the Ad Auction - Please Help

Visitor ✭ ✭ ✭
# 1
Visitor ✭ ✭ ✭

Hey Everyone!

 

So I know in the ad auction that Google considers quality score. However, is the ad auction pulling only the quality score from the keyword that triggered the ad's eligibility to enter the auction or does the ad auction pull the entire ad group's quality scores?

 

For example, the triggered (the one that matches the user's search) keyword has a quality score of 4, but the rest of the keyword quality scores in the ad group are all 7s, 8s, and 9s. Is the ad auction only going to consider the 4 or will it also consider all other quality scores in the ad group?

 

Thanks for your help in advance!

1 Expert replyverified_user

Re: Question About Keyword Quality Score in the Ad Auction - Please He

Collaborator ✭ ☆ ☆
# 2
Collaborator ✭ ☆ ☆
Hi,

Each keyword has its own quality score that takes into account during the auction, and this quality score is calculated every time someone does a search that triggers an ad that competes in an auction.

However, account-level quality score or ad group-level quality score can come into play when calculating the quality score of keywords. For instance, If you have a large number of low quality score keywords with poor historical performance in your account, they will drag down your account’s total Quality Score, and make it more difficult to introduce additional keywords. A good account restructure can help you to improve the overall quality score of the account.

Re: Question About Keyword Quality Score in the Ad Auction - Please He

Top Contributor
# 3
Top Contributor

One point to add here, is that the major / predominant component of QS is CTR. And for QS calculation Google considers only clicks when the search query exactly matched the keyword. (Not to confuse with exact match type)  This "CTR  for QS calculation" is a bit different than  the CTR shown on the UI.

Moshe, AdWords Top Contributor , Twitter | Linkedin | Community Profile | Ad-Globe
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