Comments on: Do Some Advertisers ‘Ruin’ a Keywords Initial Quality Score for Other Advertisers?

By: JezC

JezC — Wed, 18 Feb 2009 11:31:18 +0000

@Cherie – focus on the exact match. If you can’t make the exact match CTR come up, the offer is wrong for the intent behind the search. e.g. If the exact match is “new york flight” you might assume that they want a flight *to* New York. They may want a flight *from* New York – then the advert copy would dissuade people, not persuade them.

Understand the *searchers* intent. Just because *you* think the offer is a match, doesn’t mean that *searchers* think it is a match. It’s a “Theory Of Mind” exercise – you have to look at this like a searcher, not an advertiser, to understand what the searcher wants to achieve.

By: Cherie

Cherie — Wed, 18 Feb 2009 10:50:53 +0000

Thanks for this post, makes things somewhat clearer. However, regarding this

“If you find a newly added keyword that is truly relevant to your product or service has a poor score work on the CTR. Once you add a keyword to your account you can increase it’s quality if it is relevant to your ad text and landing page and achieves a good CTR. It make take time to accrue positive CTR history.”

How are we supposed to get a better CTR if it won’t show on the network due to a poor QS, it appears to be a vicious circle. I have a new campaign that is super targetted but I’m getting QS’s of 1 and 2.

Should we pause keywords in other campaigns that aren’t generating clicks to increase CTR overall?

By: BizWriter

BizWriter — Sat, 07 Feb 2009 22:21:44 +0000

“Is there such a thing as an “Account Quality Score”?”

Yes, there is, though you will not see it displayed anywhere in your AdWords account… It is measured by the CTR of all the ads and keywords in your account.

By: me

me — Fri, 06 Feb 2009 20:50:22 +0000

AdWordsProSarah , are you saying that having low quality keywords in one campaign will affect other campaigns (with different keywords) in my account. Is there such a thing as an “Account Quality Score”?