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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
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.