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Is the Quality Score accounting for device specific CTR ?

Collaborator ✭ ✭ ✭
# 1
Collaborator ✭ ✭ ✭

Hello,

 

Let's say that we have the following data for a keyword :

 

Desktop : 10.000 impressions and 600 clicks, a CTR of 6%

Mobile : 10.000 impressions and 30 clicks, a CTR of 0.3%

Tablet : 100 impressions and 0 clicks, a CTR of 0%

 

Keyword QS of 5/10

 

Now the interface CTR is reported as being ( all clicks ) / (all impressions ) = (630 clicks ) / (20.100 impressions) = 3.13 % CTR , almost twice lower than the desktop CTR.

 

Now what I want to know is the reported QS 5/10 an overall QS and there are more specific device quality scores underneath it ? For example a QS of 7/10 for desktops because of the higher CTR ?

 

Is the QS also calculated by device ? Because CTR is definitely influenced by device traffic.

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Accepted by topic author Adrian B
September 2015

Re: Is the Quality Score accounting for device specific CTR ?

Explorer ✭ ☆ ☆
# 2
Explorer ✭ ☆ ☆

Hi Adrian, very good question again! Smiley Happy

 

Is the QS also calculated by device ?

 

Yes, it is. Here is a quote from the Adwords help section - link below:

 

How we calculate quality score?

...

Your targeted devices: How well your ads have been performing on different types of devices, like desktops/laptops, mobile devices, and tablets – you get different Quality Scores for different types of devices

 

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

 

So, we are probably seeing just an average in your example. In reality Google is analyzing things separately for each device.

 

But be careful, because there is another thing in the same quality score explanation document:

 

"Your account history: The overall CTR of all the ads and keywords in your account"

 

In your example the mobile CTR is crippling the account CTR. I would do something about it! Smiley Happy

View solution in original post

Marked as Best Answer.
Solution
Accepted by topic author Adrian B
September 2015

Re: Is the Quality Score accounting for device specific CTR ?

Explorer ✭ ☆ ☆
# 2
Explorer ✭ ☆ ☆

Hi Adrian, very good question again! Smiley Happy

 

Is the QS also calculated by device ?

 

Yes, it is. Here is a quote from the Adwords help section - link below:

 

How we calculate quality score?

...

Your targeted devices: How well your ads have been performing on different types of devices, like desktops/laptops, mobile devices, and tablets – you get different Quality Scores for different types of devices

 

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

 

So, we are probably seeing just an average in your example. In reality Google is analyzing things separately for each device.

 

But be careful, because there is another thing in the same quality score explanation document:

 

"Your account history: The overall CTR of all the ads and keywords in your account"

 

In your example the mobile CTR is crippling the account CTR. I would do something about it! Smiley Happy

Re: Is the Quality Score accounting for device specific CTR ?

Collaborator ✭ ✭ ✭
# 3
Collaborator ✭ ✭ ✭
Great , so the solution is to always segment traffic by device because mobile have a real influence on the reported QS. I wonder why when we segment by device we see all segmented metrics ... except QS per device. Maybe the help page is a legend to help children to sleep in this case Smiley Happy

Did you see this phenomenon when you had low bids for desktop that turned out to be high bids for mobiles , generating more impressions on mobiles ?

Re: Is the Quality Score accounting for device specific CTR ?

[ Edited ]
Top Contributor
# 4
Top Contributor

Hi Adrian,

 

Quality Score also depends on the device targeting and quality score for each keyword is calculated separately by device. However, in the AdWords interface Quality Score estimate will reflect the keyword’s overall performance across all the devices on which it is serving. Adwords does not reflect the QS on each device. It is showing only overall performance of your keywords, ad copy and Campaigns. While calculating the adwords QS, Google Consider the both device CTR and Landing Page Quality(LPQ).

 

Please read the Adwords Official PDF Link,

 

Did you see this phenomenon when you had low bids for desktop that turned out to be high bids for mobiles , generating more impressions on mobiles ?

 

Yes, I have faced the situation when desktop bid is more enough for Mobile Device campaigns and also seen a situation when mobile bid is higher bid for Desktop campaigns.

 

 

--Rakesh Kumar, AdWords Top Contributor , Twitter | Linkedin | Community Profile
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Re: Is the Quality Score accounting for device specific CTR ?

[ Edited ]
Collaborator ✭ ✭ ✭
# 5
Collaborator ✭ ✭ ✭

Thank you for sharing this experience, so it is not only a theoretical situation it can happen in reality too . We have to monitor how mobiles impact the CTR for each of the keywords and to ajust mobile bids to keep a balance.