Quality Score Help

I am working with a company that has been trying to run their own campaigns for car accidents in Florida. Their campaign was doing really poorly and all keywords were getting a quality score of 1-3.

I suspended all their KW and Campaigns running and started a new one.

I have used key words in the ads (title, body and display URL) and optimized a new landing page with keywords in URL, Title, Meta, H1 and in the body.

Upon entering the kw, I only got a QS of 5.. which I thought was low. After a day of running, now all of my KW are 2-3. If anything I thought they would go up - not down.

For example.. the keyword: auto accident

Ad text:
Florida Auto Accident
Looking for a Florida Auto Accident
Attorney, Call Today. Don't Wait.
URL/Auto-Accident

On the landing page I have "auto accident" with about a 5% Keyword Density.

I have no idea why I am only getting a SQ of 2 with Auto Accident! It should at least be 5-10.

I have an overall CTR of 6.67%, so I am not sure if I just need to give it more time to increase the scores, though I am not sure how that will happen with the ads not showing for that keyword.

It is very confusing. I am looking for any suggestions you might have to help me get this up to a 6-7. This is a very important client for me and I want to do a good job.

I am guessing part fo the problem is the campaign history is awful with what they have been doing. Would I be better off setting up a brand new account?

Thanks,

As far as I can tell the part of the Quality Score algorithm that factors in CTR does so on some kind of relative scale.
Obviously I have no inside information and do not know for sure but I have ads with CTRs that are good for my industry/terms but horrible for others and they get high QSs. If the average CTR for a first place ad on your terms is say 15% and you are getting 7% that would be a low ad quality while a 7% CTR on a term where first place had an average of 3% CTR would be high quality.

What match type are you using?

I did all three to start it off

auto accident
"auto accident"
[auto accident]

it is geo-targeted to North Florida.

Also, the landing page URL is

URL/CM/LandingPages/auto-accident-lawyer.asp

Would that be part of the problem?

I would prefer it to be URL/Auto-Accident-Lawyer but their CMS doesn't alow that.

I would expect the URL text to be a minor factor at most. The guys at Google know full well that many legitimate companies have little control over the URL and that spammers and fly by night operators can easily stuff the crap out of it. I imagine that it is therefore a minor part of the QS algorithm.

Are the match types broken out into separate campaigns? what do the stats look like for each type?
It could be you are diluting your CTR with a ton of hits for the broad match where people are looking for news or whatever and other people bidding against you are not. So their CTR is higher and therefore you get a poor QS.
Check out the other ads too. Do they have better ad text than you do?

They are in the same campaign. This is what they look like from yesterday.

[auto accident]
Auto Accident Lawyer

Rarely shown due to low quality score

$75.00
0 0 0.00% $0.00 $0.00 0 2/10


auto accident
Auto Accident Lawyer

Rarely shown due to low quality score

$75.00
0 155 0.00% $0.00 $0.00 1.3 2/10


"auto accident"
Auto Accident Lawyer

Rarely shown due to low quality score

$75.00
0 12 0.00% $0.00 $0.00 1.6 2/1

It is hard to tell what I am looking at without labels for the various columns of figures.
Is that 155 displays 0 clicks? Which number is the CTR?

This is just a guess but your issue may well be more with CTR (hence your ad wording or targeting) rather than with anything on you landing page.

I understand they clicks are low. How are you supposed to get a higher CTR if google determines your ads have a low quality score right away and never show the ads?

Google Reviewed my account, and found no issue with the URL or Landing page, so it has to be clicks.

I am going to try several landing pages and only 6 or so KW in each. Make sense?