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Same keyword with different quality Score why?

Visitor ✭ ✭ ✭
# 1
Visitor ✭ ✭ ✭

Hi I am having two keywords and these two same keywords within a adgroups with same ad copy but the keywords showing different quality score why?

2 Expert replyverified_user

Re: Same keyword with different quality Score why?

Collaborator ✭ ☆ ☆
# 2
Collaborator ✭ ☆ ☆
They probably have different match types. AdWords considers the one keyword with different match types as distinct different keywords.

Re: Same keyword with different quality Score why?

Rising Star
# 3
Rising Star
Hi Ramesh,

Welcome to AdWords Community!

As Ahmed rightly said, different match types are considered as different keywords and hence the difference in quality score. In case both have the same match type but different historical data (like clicks, CTR), quality score could be different. This is because the initial quality score eventually increases or decreases based on that keyword's actual performance.

- Sumanth
Sumanth Sridhar

RameshRe: Same keyword with different quality Score why?

Follower ✭ ☆ ☆
# 4
Follower ✭ ☆ ☆

Hey Ramesh

Welcome to adwords community.

 

As Sumanth said you must be having different match types.

you can know more about match types here https://support.google.com/adwords/answer/2497836?hl=en

 

And it is possible that the CTR of one keyword is less than the other keyword due to which Quality Score is different as CTR is a major factor in calculating quality score of any keyword. 

 

For more info check this https://support.google.com/adwords/answer/140351?hl=en

 

Hope it Helps..

Re: Same keyword with different quality Score why?

Top Contributor
# 5
Top Contributor

Hello Ramesh,

 

 

All answers given above are correct.

 

In addition -

 

Are you using the same keywords with the same match types in two different ad groups? If yes, they are sure to have different quality scores as they are completely duplicate set of keywords.

 

Please note: It's best to avoid having duplicate keywords in your account. We'll show only one ad per advertiser for a particular keyword, so there's no need to include the same keywords in different ad groups.

 

Why would you need to place same keywords (with the same match type) in different ad groups? I don't see any reason. 

 

Further reading - https://support.google.com/adwords/answer/2453976?hl=en

 

Thanks

Ratan

 


About Me: Community Profile | Ratan Jha INC.
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Re: Same keyword with different quality Score why?

Explorer ✭ ☆ ☆
# 6
Explorer ✭ ☆ ☆
This might be due to Following Reason:-
1. Different Match Type
2. If Same Match Type Both Keywords Having Different Data,Like CTR ,Quality Score.

Re: Same keyword with different quality Score why?

Participant ✭ ✭ ✭
# 7
Participant ✭ ✭ ✭
Hi Ramesh,

I am going to jump in here and stir the pot a bit. The previous statements about match typing and the effects it can have on QS are actually misinterpretation of the process and in fact match typing has no effect on the estimated QS number that you see in your account. That number is only based on exact match's to a user's search query.

Thus having 2 of the same keyword with different match types will not have a QS difference because of match types. That QS difference arises because of a myriad of other factors that are effected by the differing match types.

For reference here is the quote that directly states this by Google in a section titled:

Some of those other factors that are a part of your ad’s quality without being directly
reflected in your Quality Score include:

"Non-exact query matches. The 1-10 number estimates your Quality Score for a
query that exactly matches your keyword. But it doesn’t reflect match types or
negative keywords you may use."

So in essence, while match typing can have an effect on QS, through interconnection, it is not used in the QS estimate you see.

As an example assume we have 2 of the same keyword, one exact match and the other broad. The exact match will generate more exact match search queries than the broad. Both keywords will start out with an estimated QS, as the exact match receives more exact match queries it will more accurately reflect an actual QS, whereas the broad match keyword will take longer to generate performance based on exact match search queries and thus will tend towards an accurate reflection of actual QS. Here we will see a discrepancy between the exact match and broad match, but this discrepancy is not due to match typing but to the time it takes to generate significant data for an accurate measurement.

With your example, it may be a case as described above. But there are other reasons, for example account history does play a role in the original estimation of a keywords QS, with greater emphasis given at a more granular level. So adding a new keyword to 2 different ad groups could have different QS dependant on the difference in performance of those ad groups. This is not likely, as the performance difference would have to be substantial, but it is not impossible.

Another possibility is that you are sending them to different landing pages which has a direct influence on QS, and thus the difference between the 2 keywords.

Another possibility is a difference in negatives between the ad groups, but this is again more of a match typing problem than a direct impact on the estimated QS you see in your account.

The important thing to note here is that the QS you see in your account is an estimation of your keywords QS and is actually calculated every single time that keyword enters the auction. A large number of factors then go into calculating your keywords ad rank, and this is what determines your position and cost at the end of the day. This difference in QS is not something to be worried about.

Hope this helps

Re: Same keyword with different quality Score why?

Visitor ✭ ✭ ✭
# 8
Visitor ✭ ✭ ✭
Thank you for supporting to all members. But I don't have confident with quality score because so many keywords I am having as Rarely shown due to low quality score but those keywords are getting good clicks with low cost. Anybody having confident with quality score?