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Re: Woke up one morning to find quality scores low as 2, 3

Follower ✭ ☆ ☆
# 1
Follower ✭ ☆ ☆

 

 

And as far as being blacklisted: All of the other ad groups are behaving as they normally do, so one would think (or at least, I would!) that if there was a systemic problem like that, it would affect everything across the board, don't you agree?

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September 2015

Re: Woke up one morning to find quality scores low as 2, 3

Vla Google Employee
Google Employee
# 23
Vla Google Employee
Google Employee

Hi again guys, 


I think I've managed to solve the mystery of the vanishing quality scores Smiley Very Happy.

Of course having had a look at  Payperpl8's Adwords account definately helped.

After running a few reports (search term reports, checking the change history etc) II would suggest the following reasons for the drop:

- The CTR in most of Payperpl8's keywords has been quite low over a long period of time, as CTR is one of the most important components of Quality Score, the drop can be attributed to the low CTR
- Quality Score is dynamic and is reevaluated based on the level of traffic you receive. Some of Payperpl8's keywords are quite general and very broad. There are also quite a few one word keywords. As such, accrue a large amount of traffic very quickly. This means that our system re-evaluates the quality score very quickly as well. This would explain a rapid change in the Quality Score. 

- From examining Payperpl8I's change history,  I can see that over the past few weeks, there has been some changes made to Payperpl8's keyword level destination URLs. The new URLs need to be re-evaluated by our system and if they are deemed less relevant that the previous landing pages, then  there may be a decrease in the Quality Score. 

And now, the solutions: 

- We always advise that you pause/ delete any keywords that have a very low CTR and replace them with more specific keywords 

- One word keywords don't tend to perform that well in Adwords, simply because they are just too general and can trigger too many irrelevant searches and possible clicks (causing your CTR and your Quality Score) to suffer. Thus, replacing the general keywords with more targeted ones would be a great way to improve your performance. 

- Using your search terms report may help you determine which keyword perform the best and have the highest CTR ( as suggested by one of the forum contributors already). 

- Reviewing your search term report and adding negative keywords may help improve your relevancy, CTR and therefore your Quality Score while also ensuring that you are not wasting your budget on unprofitable clicks. 

 - Consider using a more restrictive match type such as a broad match modifier to help you achieve more relevancy and a higher CTR. With a broad match modifier, you're able to control and know exactly how your keyword would be broadened by requiring that certain keyword terms must be a part of your potential customer's search. For more details on broad match modifier, please visit here: http://support.google.com/adwords/bin/answer.py?hl=en&answer=2497702 - 

- Also, try using dynamic keyword insertion in your ad text. This is a feature where your ad text dynamically updates to include one of your keywords that matches a customer's search terms. For information on how to set up keyword insertion, please visit here: http://support.google.com/adwords/bin/answer.py?hl=en&answer=74992 - 

- When looking at Payperpl8's I can see that the majority of your keywords have been highlighted as having "Below Average CTR". For more tips on how to address this, you may find this article helpful: https://support.google.com/adwords/bin/answer.py?hl=en&answer=1659696 

- Finally, this post from my colleague TanmayArora , is outstanding in explaining how quality score works and how you can help improve it. Be sure to check it out: https://www.en.adwords-community.com/t5/Set-up-and-basics/Ingredients-of-the-Quality-Score-sauce/m-p...

I hope this helps you get your Quality Score to back where it was Payperpl8! Hopefully, the rest of you guys will also find this useful.

Let me know if you guys want clarification on anything discussed above.
Best,
Vla

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September 2015

Re: Woke up one morning to find quality scores low as 2, 3

[ Edited ]
Vla Google Employee
Google Employee
# 33
Vla Google Employee
Google Employee
Hi guys,

Hope you all had a lovely weekend!
Going forward I think it's best that account specific questions are discussed with the individual users. 
In this instance it's very difficult to give advice to Payperpl8 while keeping it general for everyone else. This seems to be causing confusion and I believe the best thing to do would be for Payperpl8 to discuss and resolve the situation with our Troublehsooting Team and/or their account manager. 
@ Payperpl8, I will follow up with you regarding the matter and we can discuss the deatails together.

If any of you have any further questions, I'll be happy to address them. 

Thanks!

Vla

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Re: Woke up one morning to find quality scores low as 2, 3

Top Contributor
# 2
Top Contributor

All your ad-groups have the same destination URL?

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: Woke up one morning to find quality scores low as 2, 3

Follower ✭ ☆ ☆
# 3
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Oh, no, no, sorry if I wasn't clear: of course not. But they are located on the same domain. We're an ecommerce store. If our domain was blacklisted, I would expect all deep links within the domain to be blacklisted as well.

 

Thanks again for all of your time and assistance.

Re: Woke up one morning to find quality scores low as 2, 3

[ Edited ]
Top Contributor
# 4
Top Contributor

You are right about that!

Another question : (I might have another idea) : Do you have the same keywords with different mach type, in other ad-groups? (i.e keywords within the same campaign, but in different ad-groups, competing among themselves?)

 

Have you made any changes to the content of the landing page?

 

I will ask some other Top Contributors to "jump in", and come with suggestions...

 

-Moshe

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: Woke up one morning to find quality scores low as 2, 3

Follower ✭ ☆ ☆
# 5
Follower ✭ ☆ ☆

 

 

After Google (hopefully) resolves this for us, I'll come back here to share the outcome.

Thanks so much again for the concern and suggestions.

Re: Woke up one morning to find quality scores low as 2, 3

Top Contributor
# 6
Top Contributor

OOPS; Lines from my last answer deleted after editing:

Here is my last post in full:

 

You are right about that!

Another question : (I might have another idea) : Do you have the same keywords with different mach type, in other ad-groups? (i.e keywords within the same campaign, but in different ad-groups, competing among themselves?)

 

Have you made any changes to the content of the landing page?

 

I will ask some other Top Contributors to "jump in", and come with suggestions...

 

-Moshe

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: Woke up one morning to find quality scores low as 2, 3

Follower ✭ ☆ ☆
# 7
Follower ✭ ☆ ☆

 

 

No changes have been made to the content of the landing pages.

 

For the most part, this ad group has no duplicate keywords, even across other ad groups, and there are certainly no duplicates of the highest converting keywords. There are, however, some duplicate keywords in an ad group that is paused. They would only account for 71 of the 800 affected keywords in this ad group. However, just to be absolutely safe, I am going to delete those 71 keywords entirely from the paused ad group.

 

Thanks!

 

 

Re: Woke up one morning to find quality scores low as 2, 3

Explorer ✭ ✭ ☆
# 8
Explorer ✭ ✭ ☆

Did you manage to use the keyword tool for your landing page ?

 

And did it give you the expected keywords / theme ?

 

Re: Woke up one morning to find quality scores low as 2, 3

Follower ✭ ☆ ☆
# 9
Follower ✭ ☆ ☆

 

 

One of the landing pages (which is a store subcategory) returned zero results! That's why I had originally thought I wasn't using the URL input tool right. Maybe this tells us something, but I have no idea what that might be, since everything worked until just recently.

 

I just did the same search for the broader store category and it returned only 123 keywords, nearly all of them NOT directly our product, but they are keywords which bring in conversions all the same (i.e. somebody is searching to rent the product; they find it on our site for purchase at a lower price, and choose to buy it from us instead of continuing on to a rental company. Nearly all of the 123 that came up have the word rental in them, and we don't rent, but "rental" keyword searches do convert for us.) That said, people seeking rentals are auxiliary sources of business, not primary ones.

 

None of this addresses the fact that many of this "dinged" keywords have previously enjoyed healthy CTRs and ample conversions...

 

Re: Woke up one morning to find quality scores low as 2, 3

Badged Google Partner
# 10
Badged Google Partner

Are the KW terms in question the exact match SQ terms that have historically generated the most revenue for your account? What is the average CPC, and the historical QS for those exact match SQ terms?

 

Knowing what those terms are will help you be able to determine which campaigns/adgroups triggered which ads to show when, for what exact SQ terms, and what's actually happening now.

 

Maybe the broad match KW that used to win the majority of the auctions for the underlying SQ term, now doesn't have a high enough adrank, given the cmbination of SQ term and ad. Perhaps another adgroup with anouther broad match KW and another ad is winning the auction for top converting underlying SQ terms. If that is the case, you have to know which KW/ad/adgroup is actually the best value. 

 

 

 

 

 

Tom