All That May Be Responsible For A Low Quality Keyword Score

Quality Score refers to an estimate of the quality of your ads, keywords, and landing pages. In other words, it is an aggregated estimate of your overall performance in ad auctions. Higher quality ads mean lower prices and better ad positions which means, the more relevant your ads and landing pages are to the user, the more likely it is that you’ll see higher Quality Scores. Low-quality keyword score means Google ranked your website lower due to the inappropriate keywords you have used in it.

As a matter of fact, in every AdWords account, Google assigns a Quality Score to your keywords, ad groups, campaigns, site links, and ads. This number (1-10) depends on a number of different metrics including click-through rate, quality of your landing page, keyword/ad relevance, keyword/search relevance, geographic performance etc.

There may be many reasons responsible for a low keyword quality score. Some of them have been listed below:

Low CTR:
Click-through rate (CTR) indicates the ratio of users who click on a specific link to the number of total users who view a page, email, or advertisement. CTR is commonly used to measure the success of an online advertising campaign for a particular website as well as the effectiveness of email campaigns. Having a low CTR means there’s a good chance that Google is going to give you a bad quality score, which can end up costing you money in the long run.

Unorganized campaigns and ad groups:
One of the main reasons for getting low-quality keyword score is unorganized campaigns and ad groups. This occurs when your ad groups are not up to 15-25 related keywords advertising for one specific item.

Short tail keywords:
Short tail keywords are search phrases with only one or a few words. Their length is the main reason for making them less specific than searches with more words. Using all short-tail keywords means that your overall CTR is low (less than 2%). This is yet another reason for a low keyword score.

Refrain from all such practices and let Google rank your ads, keywords and landing pages higher in SERPs.

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