How should quality score be leveraged when optimizing a campaign.
There is a inverse relationship between Google's Quality Score (QS) and CPC. As keyword QS increases, the CPC decreases, & vice versa. Google makes this fact blatantly clear. However, Google is less open about the weight they give each variable in their 'QS formula' (link to QS variables: http://bit.ly/9Y7ly8)
With this inverse relationship in mind, QS should be given high importance when you are optimizing your Campaigns. Keywords with low Quality Scores (less than 4) should be purged or put into an isolation group for remediation. Keywords with mediocre QS should also be isolated into groups where you will work to increase their QS over a set period of time. Keywords that improve during this time period can be removed from the isolation group. Keywords that fail to improve should be evaluated to determine whether or not they are worth keeping.
The takeaway here is that QS is an important component to consider when optimizing your Campaigns as you are surely overpaying on keywords running with low to mediocre QS. Most importantly, improving QS on your low to mediocre keywords can translate into material cost savings as the inverse relationship between QS and CPC is realized.
- Patrick H.
Answered: Mar 1, 2010 - 5:50 pm EST What do you think?