Google: Stop Losing the Forest for the...Quality Score
June 26, 2014
In an effort to provide clarity regarding the components and significance of quality score, Google Chief Economist, Hal Varian released a white paper, Settling the (Quality) Score (PDF), in tandem with a video explaining the AdWords auction parsing process.
While there’s a treasure trove of information in both resources, Google seems primarily interested in driving home the point that quality score should be used to illuminate in-account issues, not be used as the guiding lantern in your trudge through the dank caverns of account management…so to speak.
Here are a few quotes pulled from the whitepaper that illustrate this:
- “Quality Score is like a warning light in a car’s engine that shows how healthy your ads and keywords are. It’s not meant to be [a] detailed metric that should be the focus of account management.” (pg. 3)
- “We’re continually improving the way that we calculate the quality of your ads, and that calculation will never be captured by a simple 1-10 number.” (pg. 6)
- “Your Quality Score will give you insight into how you’re performing, but ‘chasing the number’ shouldn’t be the focus of your optimizations.” (pg. 10)
Google also presented 3 items that do matter in improving quality, 3 items that do not, as well as actionable recommendations for all 6 scenarios. The below chart can also be found on page 3 of Settling the (Quality) Score.
Google also further emphasizes that Quality Score is more than just an integer, and that the score itself is not utilized during the ad auction. Rather, the three components of quality score— ad relevance, expected CTR, and landing page experience— are individually judged, weighted, and applied to the ad auction formula.
All in all, Google didn’t release any information that wasn’t already available to us, but it’s pretty evident that misguided optimizations and an industry-wide debate about the importance of quality score were prevalent enough to warrant a friendly reminder to not let the tail wag the dog.
So what have we learned, fellow paid-search clickmonkeys? Be creative, be compelling, be relevant, and always remember that actual performance indicating metrics should outshine all else when considering optimizations.
(featured image by Oaktor Photography/Flickr)
Browse By Category
Spotify Advertising: The Why and How
This blog post gives you the rundown on Spotify, including why and how you might advertise on Spotify's new self-serve ad platform, Ad Studio.
5 Facebook Ad Settings to Audit In Your Account
5 Easy settings to audit in your Facebook Ads account to improve performance and understand website traffic.
Analyzing the AdWords Distance Report
The distance report provides a unique view of your geographic data. The report helps users understand how distance from a location impacts search ad performance.
A bi-weekly newsletter packed full of resources and strategies that will help make you a better PPC expert.
Hanapin Marketing | The PPC Agency of Experts Behind PPC Hero
How to Master Attribution for Easy Budget Planning
In this webinar, Hanapin’s Cassie Oumedian and Google’s Julia Meter will provide tips on using AdWords attribution to directionally decide where you should allocate your budget, and how you can use the changing industry to your advantage.
Competitive Device Trends: An In-Depth Analysis
Explore how to pull a templated report that includes both device analysis and auction insights competitor data as well as recommendations!
AdWords Interface Updating By End of 2018
By the end of 2018, the old AdWords interface will be replaced by the new AdWords Experience permanently. The exact date of the transition is up for debate but it is expected to come as early as October, if not earlier in the year.