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Quality Score

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# 1
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Please tell me My Keywords are "Cisco Phones" QS is 4/10 and "Cisco Phone" QS is 2/10 in same Ad Group Why?


2 Expert replyverified_user

Re: Quality Score

Top Contributor
# 2
Top Contributor

Hi Lisa,


Quality Score is a vast topic and there are many factors which are taken into consideration when AdWords calculate this magical metric in the account.


There could be many reasons behind low QS. Few includes low CTR, low relevancy, low bidding etc...


Also, your Landing Page Quality where you are directing the users to when they click your does make a difference.


Did you check what type of search queries are hitting related to both these keywords and whether they are really relevant to what your website's services are or not?


I would strongly encourage you to read this historic post by Google Tanmay where he explained the recipe for perfect QS:-



Re: Quality Score

Rising Star
# 3
Rising Star
HI Lisa,

As Pankaj mentioned said this can be due to so many reasons. Also even though both of your keywords looks almost alike historical data such as CTR can be different and it can be one factor for having different QS.

However 4 or 2 is not a good QS at all. You should check your landing page relevancy and ad relevancy to the keyword.

Also have a look at following PDF by google to understand about the factors that helps to decide the QS