Why You Shouldn’t Obsess about Quality Score


What’s your Quality Score today? Do you spend much of your time trying to fine-tune every detail so you maximize it?

There’s something to be said for optimizing your quality score. But it’s not the end of the world if you don’t perfect it.

Let us explain why:

  1. Technically, It’s not a Score Out of 10

Quality Score really tries to predict your click-through rate. It measures criteria like ad copy, landing page experience, optimization, and your current click-through rate.

You learn how well you score overall on those criteria. But that doesn’t guarantee the true performance of your ad.

  1. Google Itself Doesn’t Understand Quality Score

On one disastrous occasion, October 27, 2010, every keyword had its quality score fall to 3 or less.

Google reported:

“The issue appears that the Quality Scores of the keywords in the actual auction are not being affected, but the way they are being reported in the interface is incorrect.”

What this means is that the actual Quality Score and the reported score are two different things. This explains why you have keywords with a good click-through rate that have poor quality scores.

  1. You Don’t Control Quality Score

If anything from this post so far has been clear, it’s that you don’t control Quality Score. You don’t always know why you have the score you do. And neither does Google.

When you get a high Quality Score, you might get a lower cost-per-click. But even that isn’t always precise.

  1. Profitability Counts More

At the end of the day, this is what any search marketing campaign is about, isn’t it? So, if you get good margins from keywords with average Quality Scores, why worry?

You can adjust and test them a little to see if you can reduce your costs. But, as long as you’re profitable, that’s what counts.

  1. You Have Many Other Factors to Worry about with PPC

Quality Score is just one of many things you should concern yourself with. You also have to know about location targeting, device modifiers, cost per conversion, conversion rate, and net margins.

With more important metrics related to your profitability, Quality Score shouldn’t be your sole or primary focus.

It takes many hours to optimize Quality Score. Hours which you could better spend fine-tuning other parts of your PPC campaign.

The Secret to Creating Successful PPC Campaigns…

In part one of our PPC campaign series, you learned about Quality Score, how it affects your PPC costs, where your ad gets placed, and what to do to get it as high as possible.

Now in this part, we’re going to share a super-special insider secret with you that few other internet marketing companies use:  skilled copywriting.

All companies have someone write the ad copy, but few work with professionals who know how to create ads that generate more clicks.

Let us show you what we mean:

1. Writing an Attractive Title – Everyone knows you need to get the keyword in – it gets placed in bold, which makes it easy to notice.  Besides that though, you put your company name in if you have a recognizable brand name, but you really want to have an emotional title more so than anything else.

How do you write one?  The Advanced Marketing Institute has a headline analyzer that tells you how much emotional value your headline has.  If your score falls in the 0-30% range, that means you’re a new writer in most cases, and you won’t get too much response in your ad’s title.  30-40% is average for a professional copywriter, while the best copywriters score 50-70%.

Check out some title ideas for this blog post and their scores, for example:

  • The Secret to Creating Successful PPC Campaigns…: 42.86%
  • How to Create Successful PPC Campaigns…:  33.33%
  • 9 Tips for Creating Successful PPC Campaigns…:  14.29%
  • Creating Successful PPC Campaigns…:  25.00%

An additional tip for writing effective headlines is to speak directly to a common customer problem you experience.  If you run a plumbing company, for example, say something like, “Need an Emergency Plumbing Repair?”

2. Add a USP and CTA in the description.  A “USP” is a “unique selling proposition” – it’s what makes you different from all the other businesses out there offering the same service or product.

Going back to the plumbing company example, you might say something like, “We guarantee all repairs for 3 years and fix them for free” (when you know the industry average is 1-2 years.).

Then, a CTA, or call-to-action should come at the end.  People take action more frequently when you tell them to, so CTAs always boost response.

That plumbing company could then say,”Call 555-555-5555 for a FREE estimate.”

So, now, if we put the whole description together, it looks like this:

“Repairs guaranteed for 3 years.  Call 555-555-5555 for a FREE estimate.”

Do you understand how that would lead to more click-throughs, as opposed to just getting the keyword in there and maximizing your quality score?

Well, that concludes our 2-part series on PPC – it works well when you combine these two elements.

Here’s to your success in 2014!




New Customers are Online. Are You?

Where do people go to search for a product, investigate a business, or solicit a recommendation for everything from a doctor to digital cameras? Yes, the internet. While this comes as no surprise, it is surprising that many business owners have not yet incorporated internet advertising into their overall marketing strategy. According to a recent report by eMarketer, businesses not advertising online are missing the proverbial boat. Or more significantly, new customers. The logic is simple: People spend more time online today than they do reading the newspaper, watching television or listening to the radio. So, doesn’t it make good business sense to go where your customers are?

Continue reading New Customers are Online. Are You?