CTR and qualityscore?

Hi there,

I have an adwords campaign with mostly a good quality score (7-10). But some keywords score a very low quality score.
It happends in two different ways:
-A low qualityscore with a good the keyword relevance, quality of page and loadtime of the page. --> happends with low and high searchvolume...

-A low qualityscore with a BAD the keyword relevance, quality of page and loadtime of the page. --> Is this just because of a low search volume?

Now i have 3 questions;
1: What exactly does the keyword relevance indicates? the relevance in the advertising text or the text on the landingpage?

2: How can the quality score be bad if all the indicators score well? has this something to do with the CTR of the keyword or something?

3:If so is it feasible to stop to advertise on the google content network in order to get a higher CTR or not? does the ctr of the content network also influence the keyword quality score for the google search network?

Thanks alot for answering my questions!
wz

Not sure what you're talking about, but thought a tip could help you.

Since Adwords quality scores are determined on a campaign level and an individual level, and your CPC is affected by these scores, you should pause all the low quality scores in your campaign. Then duplicate the campaign, and in the new one, delete all the keywords that had a high quality score and unpause all the ones that had a low quality score.

Go back to the original campaign and delete all the keywords you had paused.

This will increase the quality score of the original campaign, and will therefore reduce your CPC.

I wouldn't worry about increasing the quality score on the other terms until after you do this.

Thats a good tip, i think... So just make a singel campagne for just the bad scoring keywords so the cpc of the main campaign wil become lower(quality score better) and the cpc of the bad scoring keywords will generate a new, maybe even better quality score thus lowering the cpc.. am i correct?

still isn't it true that a quality score and cpc is just related to one single keyword? so what differents would the above method make?


Any other ideas regarding my problem?

The campaign with the lower quality score words would actually still carry a low quality score, and a higher CPC than it would if those scores were improved. But in the meantime, you lower you cpc for the main campaign, and can lower the budget/allowance for the lower scored campaign, saving yourself money.

As to your OP, the relevance of a keyword is in regard to both the ad text and the landing page. But if your keywords are relevant to the ad and to the landing page, then you shouldn't have any problems there.

The best performing ads I've developed on the content network carry a low quality score because I create ads that distract from the content. This draws visitors away from the content. If you develop relevant ads, then they are less likely to recognize them, or to click away since they are already reading about the subject.

thanks for the tip and the explaination about keyword relevance.
but what about the CTR influencing the quality score(question 2/3) ?

Many thanks for your time!

anyone who can response to my question 2 and 3 about the CTR influencing quality score and in what way?

thanks!

Q1: Keyword relevance is how relevant your keyword is to what Google sees on your landing page and also your ad. So if you have the keyword "electronic dog collar" but your page talks about "purina dog food", that is not relevant. Even less so if your ad is promoting the food and not the collar.

Q2: Main component of QS is CTR. In fact, if your relevancy is good, what's left is mainly CTR. Therefore, increase CTR and you will increase QS.

Note that QS is normalized for position and is a relative value compared to how well the keyword is doing historically. If the keyword has historically averaged 3.5% at a certain position, if you achieve a higher CTR, your QS will be higher. I think the mean QS is set at 6 or 7.

Q3: Search and content should be treated differently. They should be in different campaigns. QS is calculated only on Google search (search partners data is not used and content network data is definitely not used). On the content, QS has a much closer relationship to your CTR.