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QS has dropped from a 7 down to a 4 and we can’t determine the reason.

Follower ✭ ☆ ☆
# 1
Follower ✭ ☆ ☆

We have a keyword that we have been advertising under for years.

No changes to the landing page or ad.

We monitor the following:

Bounce rate
CTR
Time on Site

all stable – no major changes

Position stable – # 2

CPC is actually down

QS has dropped from a 7 down to a 4 and we can’t determine the reason.

1. Is this just a temporary Google glitch – change and it will come back?
2. Can this be caused by the keyword category spending less? Competition has left so CPC has dropped. We have not changed bids but can a CPC drop trigger this?
3. Anything else we should monitor?

This is a very important keyword for us so I want to be sure.

Thanks,

Re: QS has dropped from a 7 down to a 4 and we can’t determine the rea

Participant ✭ ✭ ✭
# 2
Participant ✭ ✭ ✭
You mentioned CPC but not CTR. Quality score is strongly correlated with CTR.

Also has there been any change in your landing page(s) and how visitors are interacting with it (bounce rate, conversions?).

Re: QS has dropped from a 7 down to a 4 and we can’t determine the rea

Collaborator ✭ ✭ ✭
# 3
Collaborator ✭ ✭ ✭

3. Anything else we should monitor?

 

Many things :

 

1) Auction Insights :

 

http://adwords.blogspot.ro/2013/06/new-ways-to-see-how-you-stack-up.html

 

 

2) If you want to see how things would change if you raise or lower your MaxCPC , I suggest you run a month on an experiment to gather data before taking a drastic decision to modifiy your budget :

 

http://www.google.com/ads/innovations/ace.html

 

3) What does the info bubble tell you for that keyword relevance, it has 3 indicators with 3 grades : Below average, Average and Above average for 

 

You can see this thread also

 

https://www.en.adwords-community.com/t5/Manage-ads/Keywords-Relevancy-is-Below-Average/td-p/143560

 

4) Have you changed the Ads ?

 

5) Have you changed the keyword matching type ?

Re: QS has dropped from a 7 down to a 4 and we can’t determine the rea

Follower ✭ ☆ ☆
# 4
Follower ✭ ☆ ☆

Hi,

Thank you for the responses.

 

There are no changes to the ad.
No changes to the campaign.
No changes to the ctr.

 

Also auction insights is fine.

Based upon this info any thoughts?

 

Thank you in advance

Re: QS has dropped from a 7 down to a 4 and we can’t determine the rea

Follower ✭ ☆ ☆
# 5
Follower ✭ ☆ ☆

Oone more thing:
In status bubble all 3 items are average and have always been listed as average.
This is a long term campaign and no changes to either campaign, site or metrics are noticeable.

Re: QS has dropped from a 7 down to a 4 and we can’t determine the rea

Collaborator ✭ ✭ ✭
# 6
Collaborator ✭ ✭ ✭

CTR decrease or a non-functional landing page are the main things to blame when you see a decrease in the QS.

Also if a competitor has a higher CTR than you, your QS decreases, but you say you don't have much competition.

 

I suggest you take this a step further and call google, they are able to take a look into your account and answer, and perhaps return here to post their solution, for the benefit of any other users with the same problem.

 

Contact Google :

 

https://support.google.com/adwords/answer/8206?hl=en&hlrm=en