Google’s Quality Scores Come In Pairs
Say that again? AdWords Quality Scores come in pairs. Not exactly identical twins though. Strange, considering the AdWords interface only displays a single score. Can’t find it? That’s because heck, if you’re going to share the rating you might as well hide it, right? Isn’t that just Google though, to reveal as they are concealing? Growing up as an “X-Files” TV show fan, I developed a theory: if there is a truth out there that you want nobody to believe, leak it out in small enough increments and nobody will believe it or pay much attention. That’s right, Google follows my “X-Files” credo that if you want something hidden, you have to leak it out.
Now for some of you super-fancy and aged SEM professionals who have been quietly, expertly going about your own business since the bygone days of yore - YOU may not be surprised at this. Then again, you may be the most surprised of any group.
There is one Quality Score calculated solely for the purpose of determining your minimum CPC bid. The other Quality Score determines your ad positioning on a fluctuating basis. So then why does Google AdWords only show (hide) one Quality Score? This is just as dark and mysterious as Google itself?
Minimum CPC Bids Quality Scoring
This Quality Score comes gift wrapped to you as a house warming gift as soon as the keyword is added. According to Google’s own verbiage, “If you were to add the same keyword three times to your ad group, each with a different match type, they would all receive the same Quality Score.” If the giant scary web monster stamps you with a poor quality score, res assured that it will most likely remain for at least a good while, so make sure you take heed to set up the best of the best when it comes to establishing your keywords’ relationship to Google.
Ad Positioning Quality Score
This specific Quality Score is in constant flux because it depends upon your keyword relevance, using the actual search query as the benchmark or measuring stick. While the match type does not directly influence the over all scoring, it has a tremendous amount of influence in this regard. For example, if you were to broad match the keyword search marketing small business while the query of small business search engine marketing is searched, your instantly conditional score should be lower than your competitor who is phrase matching the keyword small business search engine marketing. For this reason, exact and phrase match should provide, not just individual bidding strategies but, more favorable ad positioning.
I just know you want to learn more about these two Google AdWords Quality Scores. Perhaps I should write more. . .
Tags: Quality Score 1