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QS 4/10 but all indicators are Average, what to improve ?

Collaborator ✭ ✭ ✭
# 1
Collaborator ✭ ✭ ✭

Hello,

 

I have an important keyword with a QS of 4/10 which has been the same for the past 40 days since it is active. 

It is bringing most of the traffic in that ad group ( 42 clicks / 2622 imp only 1.6% CTR , avg pos 4.2) .

What I don't understand is why all status indicators are "average" like my QS 7/10 keywords, I can't tell what to improve.

Have you handled such a situation ?

 

qs4-dar-totul-e-average.png

1 Expert replyverified_user
2 ACCEPTED SOLUTIONS

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

Re: QS 4/10 but all indicators are Average, what to improve ?

Participant ✭ ✭ ☆
# 2
Participant ✭ ✭ ☆
Hey Adrian,

Since everything is average, that means you have room to improve across all three. I would take a look at ads first, since they can be fairly quick and easy to update. I like to download a list of my low QS keywords and take a look at my ads to see if there is a way that I can better incorporate them into the copy. This should help your ad relevance. One caveat is that if you have a high performing keyword in that ad group, you may prefer to have it in the ad copy instead (or both if you can fit them).

DKI is a great option, to help improve CTR, as long as your keywords are written in a way that is okay to include in ads (no spelling errors, etc). Adding negatives is a good way to improve CTR, as well in conjunction with the new ads.

Unless you have developers on staff or an easy-to-use landing page solution, I would focus first on CTR and ad relevance, since you can do that for free Smiley Happy

View solution in original post

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

Re: QS 4/10 but all indicators are Average, what to improve ?

Top Contributor
# 3
Top Contributor

The CTR is relatively low... Generally speaking, if this is a competitive keyword, since QS is relative (and not absolute) it might be hard to "rise" above average.
Assuming that this keyword is important; I would either work on the ad-copy or higher the bid to improve CTR.

Moshe, AdWords Top Contributor , Twitter | Linkedin | Community Profile | Ad-Globe
Did you find any helpful responses or answers to your query? If yes, please mark it as the ‘Best Answer’

View solution in original post

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

Re: QS 4/10 but all indicators are Average, what to improve ?

Participant ✭ ✭ ☆
# 2
Participant ✭ ✭ ☆
Hey Adrian,

Since everything is average, that means you have room to improve across all three. I would take a look at ads first, since they can be fairly quick and easy to update. I like to download a list of my low QS keywords and take a look at my ads to see if there is a way that I can better incorporate them into the copy. This should help your ad relevance. One caveat is that if you have a high performing keyword in that ad group, you may prefer to have it in the ad copy instead (or both if you can fit them).

DKI is a great option, to help improve CTR, as long as your keywords are written in a way that is okay to include in ads (no spelling errors, etc). Adding negatives is a good way to improve CTR, as well in conjunction with the new ads.

Unless you have developers on staff or an easy-to-use landing page solution, I would focus first on CTR and ad relevance, since you can do that for free Smiley Happy
Marked as Best Answer.
Solution
Accepted by topic author Adrian B
September 2015

Re: QS 4/10 but all indicators are Average, what to improve ?

Top Contributor
# 3
Top Contributor

The CTR is relatively low... Generally speaking, if this is a competitive keyword, since QS is relative (and not absolute) it might be hard to "rise" above average.
Assuming that this keyword is important; I would either work on the ad-copy or higher the bid to improve CTR.

Moshe, AdWords Top Contributor , Twitter | Linkedin | Community Profile | Ad-Globe
Did you find any helpful responses or answers to your query? If yes, please mark it as the ‘Best Answer’

Re: QS 4/10 but all indicators are Average, what to improve ?

Collaborator ✭ ✭ ✭
# 4
Collaborator ✭ ✭ ✭

Ok, I have the keyword in the ad text and in the Display URL, this should generate and Ad Relevance "Above average" , so there isn't much more I can do about the Ad relevance, except maybe to try to include the keyword 3 times in the ad text Smiley Happy

 

I have also added dozens of negatives, but since the keyword is the name of an occupation such as "electrical enginner" in phrase match , it draws many search terms which include names of persons and streets where such specialists are located, phone numbers, company IDs. It is virtually impossible to anticipate a list of negatives.

 

I am wondering if raising the bid will solve anything , from what I understand  google normalizes QS by ad position so raising the bid will only improve ad position but if I end up having almost the same CTR as others in the same position, my "expected CTR" indicator will remain average.

 

I guess the client has to offer something more attractive in the ad text to gain an "expected CTR" of "above average". 

Re: QS 4/10 but all indicators are Average, what to improve ?

Top Contributor
# 5
Top Contributor

My view:  I would take a different approach.:

"Forget" about ad relevance, Google's algorithm and keywords in the ad-text.  First and foremost: write an appealing, attractive ad-copy

Moshe, AdWords Top Contributor , Twitter | Linkedin | Community Profile | Ad-Globe
Did you find any helpful responses or answers to your query? If yes, please mark it as the ‘Best Answer’

Re: QS 4/10 but all indicators are Average, what to improve ?

Collaborator ✭ ✭ ✭
# 6
Collaborator ✭ ✭ ✭

Yes, I have a feeling that my ads are not good enough too, even If I used 4 variants in rotation ,they have almost the same statistics.

 

This keyword draws so many variations, I have it in another campaign for another city, where it has 3000 different search terms from which only about 100 have conversions.