We reported here at AdWords Help Experts reported back in May 2010 that Google was had begun to show limited data for queries that did not result in a click but the data was very limited.

This week I have noticed a dramatic change to my search query reports and lots more zero click data.

This week I am seeing more data than ever in client accounts!  This is a huge help in identifying negative keywords.  I have not confirmed that Google has changed their reporting so if you see increases in your account reporting please comment!

Article by:  +Kim Clinkunbroomer Clinks Web Service  a  Google AdWords Partner Company Subscribe: RSS Feeds  |  Follow me on Twitter

11/24/10 – Well I guess Google just wanted us to feel really thankful this season!  QS values are raising.  Scores are raising, however, they are not fully back to normal.  QS is up throughout the entire accounts but in some groups keywords are not back to their previous QS.  What was a 10/10 is current 6/10 (was 3/10 with QS bug) Check your accounts and comment below!

What a way to start the week.

Seems there might be something going on with the reporting of Quality Score in AdWords again.

Little background first.

Last month Google had a problem with the reporting of Quality Score in the AdWords Interface.  They issued a Known Issue related to Quality Score.  This Known Issue reports that some advertisers were effected between October 26-27, 2010 with a sudden decrease in Quality Score.  The low quality score reported did not reflect the performance of accounts and the issue was repaired.

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I was surprised last week to see quality score in a client account declining.  Quality scores dropped overnight throughout the account.    I can prove the keywords were running fine a week ago becaused I has paused some keywords that still sit with the Quality Score as reflected last week (screenshot below).  This ‘seems’ to be effecting performance because I am seeing higher first page bid estimates for many keywords.  However these keywords still continue to accrue impressions, clicks and are still holding strong at their previous positions.  The issue ‘seems’ to be only cosmetic but I am not completely sure.

I am not the only one.  There is a pretty full crowd in this thread in the AdWords Help Forum already on the issue.

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Another example of 10/10 keywords reduced to 4/10 – sad isn’t it?

The lines highlighted in Yellow represent keywords PAUSED last week.  As you can see their Quality Score while paused is 10/10.  If I was to enable these keywords their QS will drop.

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Now, for the record this is an account that has been running since 2002 and has excellent history, CTR, and qualtiy score, and has been running that way for a years.  There has been no decline in CTR on the account.  There is no reason for this decline.

Diving into all my client accounts to look things over.

Is anyone else having this issue?  Not just low QS, plenty of reasons for that, but QS that suddenly tanked last week?

Comments welcome please!

IMPORTANT UPDATE: Google has confirmed that there is indeed a problem. A Google employee stated this today in this AdWords Help Forum thread.

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“It is understood that what is being described here is what appears to be a similar but separate issue that folks started seeing on Friday evening, November 19th.

Engineering is taking a look into this, as a priority – and I will report back in this thread when I know more.”

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.IMPORTANT NOTE: the effected accounts I have seen still seem to be performing well.

I do have concerns about the future effect from advertiser that do raise their bids unknowingly. Google has yet to make what I would call a proper statement regarding the Quality Score reporting issue.  This  concerns me as advertisers who are unaware that their account is in fact running fine raise their bids which in turn forces other advertisers to raise their bids to maintain their previous ad rank – AKA Bid inflation.

Hopefully enough advertisers will get the message and sit tight while Google works out the issue instead of increasing bids or panicking.

Good to know Google is on it.  I will post again with whatever updates become available.

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Article by:  +Kim Clinkunbroomer Clinks Web Service  a  Google AdWords Partner Company Subscribe: RSS Feeds  |  Follow me on Twitter

Norton Anti Virus showing for "free polling software"

Norton (Norton Antivirus) has an ad being served for the search query “free polling software” but Norton does not offer polling software.

This is a great example of the importance of Negative Keywords.  If Norton is appearing #4 then I am sure this is not the first time they appeared in error, maybe it is some strange marketing tatic, but I doubt it.  I think it is just a simple case of a broad match keyword gone haywire.

How Could this Happen?

This happens when advertisers use broad or “phrase” match keywords because these types of keyword matching options will allow for the keyword to ‘expand’ to other relevant keywords.  For instance ‘ballet shoes’ could expand to ‘red ballet shoes’, ‘mens ballet shoes’, ‘adult ballet shoes’, ‘used ballet shoes’, ‘size 13 ballet shoes’ and many others.

Why Should Norton Care?

Two reasons:

• first they are receiving impressions for search queries that are irrelevant to their product which lowers their CTR and diminishes quality.
• Second, people may actually be curious enough to click on their ads costing Norton needless expense.  When I saw the name Norton on the results page I was instantly intrigued thinking that Norton offered some kind of free polling software.  I would be more than happy to go with a trusted name like Norton…however they do not offer polling software – only virus protection on the landing page.

What Can Norton do to Prevent This from Happening Again?

Simply add a negative keyword -polling, to the campaign level and it would help prevent the ads from appearing anytime ‘polling’ is included in the search query.

How can you make sure this does not happen to you?

Run a Search Query Performance Report regularly to identify negative keywords to add to your account.  It is also a great source of identifying and adding new keywords.

Running a Search Query Performance Report

Special Note: The purpose of this article was not to pick on anyone managing Norton’s account.  This happens to the best of us, maybe the account is new, maybe they added a new keyword that they have not reviewed yet.  The point of the blog post is Negative Keywords are important and it is important to stay on-top of discovering and adding them to your account, it is a never ending process.
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Article by:  +Kim Clinkunbroomer Clinks Web Service  a  Google AdWords Partner Company Subscribe: RSS Feeds  |  Follow me on Twitter

Checking your first page bid estimates is a good way to identify areas for improvement, develop a bidding strategy, and identifying keywords that may be less expensive than others.

There are two ways to view your first page bid estimate.

1. keyword/placement performance report. Customize the report to show the First Page Bid Estimate.

Customizing your Keywords/Placement Performance Report to show First Page Bid Estimate

2. Spreadsheet edit feature is a quick way to review your first page bid estimates.

How to View your First Page Bid Estimates in Spreadsheet Edit.

The spreadsheet edit will display the first page bid estimates like this:

Spreadsheet Edit – First Page Bid Estimates

Again, look at your first page bid estimates from time to time to analyze what effect your quality score has on your account.

Click here to read more about quality improving quality score.

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Article by:  +Kim Clinkunbroomer Clinks Web Service  a  Google AdWords Partner Company Subscribe: RSS Feeds  |  Follow me on Twitter