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Keyword Quality Score Catch 22?

[ Edited ]
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# 1
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My keyword is not triggering due to a low Ad Rank. The popup reads: "Ads are ranked based on your bid and Quality Score". But the Quality Score of the keyword is not determined because "there aren’t enough impressions or clicks". Isn't this a Catch 22 situation?


EDIT: I can see competitor's ads being displayed when I test the keyword in Google so the keyword is apparently not an issue. 


Anyway, the bit is set to auto, yet the keywords are not triggering. I don't understand what am I doing wrong. Any advice would be most welcome

2 Expert replyverified_user

Keyword Quality Score Catch 22?

Top Contributor
# 2
Top Contributor

Hi @Daniel S,


Negative, I would not call it a Catch 22 situation. In fact, a Catch 22 means a difficult situation in which the solution to a problem is impossible because it is also the cause of the problem: "But it is a catch-22 situation - you can't get people without funding, but you can't get funding without the people there in the first place." - Cambridge Dictionary.


In your case, however, chances are the search terms matching your keyword are not really popular among users. Its 2 ramifications are: you are not accruing stats & the QS value is not calculated. You probably cannot change users' searching habits on your own; but you may want to find and list more popular keywords as part of your advertising efforts.




Keyword Quality Score Catch 22?

Badged Google Partner
# 3
Badged Google Partner

The QS is calculated as part of every potential impression. So, there is a QS for the KW's - If or when there is an actual impression. Like @Lakatos said, if there's no search volume for these terms, then there's no impressions, and no QS can be calculated yet.


How did you setup your campaign - A few exact match terms that you manually added, or did you use the KW planner with broad(er) terms?


Re: Keyword Quality Score Catch 22?

Visitor ✭ ✭ ✭
# 4
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Dear @Lakatos


I can see competitor's ads displayed for the search term when I test it Google so the keywords are apparently good enough.



Re: Keyword Quality Score Catch 22?

Visitor ✭ ✭ ✭
# 5
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Hi @tomhalejr 


I used few exact match terms that you manually added, in one case I used only the specific keyword I want to target but to no avail. 


As I said in my update, when I Google the keyword I can see competitor's ads so the keyword traffic/volume is apparently ok. That is why this is such a puzzle for me. 

Re: Keyword Quality Score Catch 22?

[ Edited ]
Top Contributor
# 6
Top Contributor

the quality-score in the ad-account is mainly an indicator of
a statistical average of past-performance in the ad-auctions.

each time someone searches on google a new ad-rank is immediately calculated.

importantly perhaps, the quality-score within the ad-account is
not used to determine ad-rank during the real-time ad-auctions --
so is not involved in any related catch-22.

low ad-rank can prevent an ad from being shown, at all.

low ad-rank compared against another
advertiser can cause ads not to show.

low ad-rank compared against google's automated
minimum-threshold can also cause ads not to show.

ad-rank during the real-time auction, takes into account quality-signals --
including exactly what a user is searching for, the specific user's context
for the search, user-related targeting details such as device-type, language,
location, time-of-day, a user's historical search history, the ad's relevance

with respect to a user's search-term, targeting, and history, a specific ad's

landing-page details, the landing-page experience, etc.

these real-time signals, along with google's minimum-threshold-bid and
bids compared to other advertisers, are more likely to be an indicator of
whether an ad will be seen or not -- not the ad-account's quality-score.

assuming the basic structure of the ad-account is sound, such as having
enough budget to cover the bid, the ad is enabled/not under review, etc.
then, increasing the bid and improving real-time auction signals related
to quality -- including relevance, match-type, negative-words, targeting
details such as device-type, language, location, and time-of-day, the
landing-page, overall page/site experience, etc -- are the more likely
areas to look to, to improve, to help ad-rank, so an ad may be seen.

then, over time, click-through-rates will become more critical to ad-rank.


otherwise, the best likely course is to contact google directly

so a person can look into the ad-account, specific ad details,

targeting, negative-words, landing-page, etc.