| What determines a Quality Score? You've read | | | | counted as keywords. So while Dynamic |
| the free guide and you know that the higher the | | | | Keyword Insertion is likely to appeal to human |
| quality score, the less expensive it is for you to | | | | consumers, Adwords will not boost your quality |
| buy traffic from Adwords. But what is at the | | | | score. In fact DKI may damage your quality |
| heart of the quality score? How does Adwords | | | | score id you remove the actual keyword from |
| assign a quality score? | | | | your ad in favor of the DKI tokens. |
| * CTR within Adwords | | | | * Historical keyword performance |
| The most important factor of your quality score | | | | Google keeps your keyword historical data, |
| is it's CTR. Google realizes that everything it's | | | | primarily the CTR. That means deleting a |
| robots scan a page for can be manipulated. In | | | | keyword will not remove the already generated |
| fact, Google encourages this manipulation. Google | | | | data. So, if you are deleting keywords and |
| tells you that the landing page must be relevant | | | | re-adding them to try to clean the slate, it's |
| to the keyword. Therefore Google expects you | | | | probably a waste of time. |
| to optimize your landing for a keyword. | | | | Adwords considers the recent history to have |
| But at the end of the day, the CTR is pretty | | | | more impact. This allows you to adjust poor |
| much written in stone. The CTR is the clicks | | | | performing keywords in the hopes of increasing |
| divided by the impression. If a human consumer | | | | their CTR. Without this consideration any |
| find your ad relevant to the keyword / search | | | | keyword that performed badly historically would |
| term, they click your ad. Conversely, human | | | | have a low quality score. |
| consumers won't click on irrelevant ads. Google | | | | Deleting keywords is still an important task of |
| counts the CTR so heavily because it's based on | | | | campaign management. Like pruning plants, you |
| the real human visitors to their search engine. | | | | must remove poor performing keywords to raise |
| Google is essentially letting the consumers drive | | | | the overall quality of your campaign. |
| the process. Google does this because the daily | | | | * Landing Page Relevance |
| human consumers are a better judge of | | | | A relevant landing page lowers your minimum bid |
| relevancy than any program. | | | | and potentially increases your ad position. It |
| Google assigns initial quality scores based on other | | | | doesn't directly affect quality score. However, |
| factors. Nut once the impressions start, your ad | | | | an ad will a higher position because of a targeted |
| will sink or swim based on it's CTR. It's a | | | | landing page will generate a better CTR. A |
| Darwinian game of survival of the fittest. | | | | better CTR will raise the quality score. |
| * Ad Copy and Ad text relevance to query | | | | In conclusion, Google has this to say about quality |
| Google examines your ad copy when assigning a | | | | scores. |
| quality score. Google likes to see the keywords | | | | "There are over 100 factors that can affect |
| in the ad headline or text, and rewards you with a | | | | quality score. However, not all will be triggered |
| higher quality score. | | | | depending on the conditions involved. |
| Dynamic Keyword Insertion tokens are not | | | | |