quality scores changes

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Permalink Reply by Daehee Park on April 7, 2009 at 11:36am

the minute the campaign started their was a local hoax with wal-mart

I'm wondering how the local wal-mart is relevant to your museum campaign. Could you explain?

I've noticed that the quality score is heavily affected by the landing page relevancy and the click-through-rate. If your landing page is composed of just images, that may be the culprit. Or if your starting bid is too low for a competitive niche, that could kill your CTR and eventually your quality score.

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Permalink Reply by Jacque Martini on April 7, 2009 at 5:19pm

The woman who founded this lovely museum in northwest Arkansas was the daughter of Sam Walton, founder of Wal-Mart. The Wal-Mart problem came with a local hoax of people threatening to kill anyone in the parking lot about the third weekend in March. There were so many hits on the word everything plummeted.

The landing page for Crystal Bridges has planting of information and writing so that can't be the problem. Our starting bids were .50 so that shouldn't have been a problem. Thanks.

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Permalink Reply by Johannes Schatz on May 6, 2009 at 3:54pm

Hey dear competitor :P

this Wal-Mart thing could really be a problem, because maybe it affected Googles long-tail related to "Walton".

However, two things:

1. When we set up our account the traffic estimator told us CPC for first page will be average 0,02 - 0,04 USD. I didnt believe this (out of some experience from other accounts). So the real average CPC was much higher, 0,20 - 0,30 USD even with an QS between 7 and 10. So reckon with more expensive CPCs than the traffis estimator predicts.

2. Consider the click track (dont know any better translation for the German "Klickstrecke", sorry). For evaluating the QS it goes:

keyword -> name of Adgroup (try to have the same AdGroup name as one of ur major KWs in this AdGroup) -> AdText (try to have as many KWs in it, which can also befound in this very AdGroup) ( -> target url [dont really know if and how this affects the QS]) -> Landing Page (again, have KWs on it which can also be found in the AdGroup, AdGroup name, AdText)


We mostly have 7,8,9 QS, some 10s in our campaign. But I dont know if this is normal, good or bad. What do you challenge guys have?

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Permalink Reply by Jacque Martini on May 6, 2009 at 4:18pm

we had to end up doing only content so were resigned we could not do search. Every group in our class had to try totally different things once the campaign started. We have advised our client to start up with a clean slate and not use Walton/Wal-Mart and choose content sites that they really want to be seen on. Also the search is more local and they want the locals to know about events etc. It can be a win win but they have to get the QS back up where yours are and ours started out at!

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