Comments on: 2 Ways You Could Be Killing Your Quality Score Without Knowing It

By: jonathan

jonathan — Thu, 06 Nov 2008 11:35:25 +0000

With regards the:
“In addition, she says that you should rotate in new ad texts instead of deleting old ads and adding in new ones.”

Surely, people aren’t just deleting fresh/ current copy to replace it with newer copy?
Its all about split tests, split tests and more split tests!!

By: Amber

Amber — Thu, 23 Oct 2008 12:07:34 +0000

@ John, no problem, glad I can help!

@ Michelle, you’re absolutely right. For me it’s difficult though, if I get a new account that is a mess, I just want to clean until it’s all nice and organized. Now I have to take it slow and steady. Well, hopefully it will improve QS issues along the way. Thanks for reading!

By: Michelle

Michelle — Wed, 22 Oct 2008 14:50:28 +0000

Google Adwords is like a big machine rolling along… you can’t just yank out gears wheels and drive shafts without impacting progress. But if you work at a nuts and bolts level while learning the account, you usually do a lot less damage along the way. Intuitive incrementalism.

By: Jon Lee Clark

Jon Lee Clark — Mon, 20 Oct 2008 22:43:57 +0000

@Amber – thanks so much for the fast and thorough response!

I guess, when you take a step back, it makes sense for a strategic rollout of changes anyway as organization takes time as does re-writing ad copy, expanding kw research, etc. Definitely a mind shift in implementation though! Thanks again for the quality post!

By: Amber

Amber — Mon, 20 Oct 2008 17:05:33 +0000

Hi Jon, I spoke with my Google rep and this is what they had to say about making large changes to an account with a poor quality score, “Hypothetically, making mass changes to accounts with poor Quality Score shouldn’t have as negative an effect as making mass changes to accounts with good Quality Score, but I would still proceed cautiously if the account has been running for a long time and is accruing a fair amount of impressions.” In translation making large changes right off the bat can still have a negative effect on the amount of impressions you receive. Hope this helps!

By: Jon Lee Clark

Jon Lee Clark — Sun, 19 Oct 2008 03:18:44 +0000

I’m curious how long this has been the case? Like @Bags said, if this has been the case for a while I’ve doing a lot more worse than good initially for my clients! This also makes it tough as an advertiser (and is similar to the frustration clients have with SEO) they want action NOW and results NOW. To have to come back to them and say well, Google makes us do things slowly sounds like a cop-out.

So, here’s a follow up question for the Google rep .. if the quality score is horrible or poor when taking over the account, is it still not advisable to make large changes? after all, you wouldn’t be losing a lot of positive data.

Thoughts?

By: erica

erica — Thu, 16 Oct 2008 20:31:24 +0000

I’ve found that while immediate changes may impact your quality score intially it seems that since you’re improving the overall campaign or account your campaigns or adgroups gain back or receive an even better quality score rather quickly. So i saw that initial increase in cost but was followed shortly by a much improved campaign.

By: John

John — Wed, 15 Oct 2008 15:31:52 +0000

@ Bags,

Doh! The upside to that I guess is that you’re getting lots of great experience improving your Quality Score!?!?! : )

By: Bags

Bags — Wed, 15 Oct 2008 15:05:23 +0000

If this is the case, I’ve been annihilating my clients quality scores for a long time. Damn…