Are you a Google AdWords user? If yes, then you probably might know about the Quality Score and its importance in making your account successful.
In short, the more your Quality Score is, higher are your chances of getting seen on Google. As the chances increase, the amount charged by Google lowers as it is dependent on how strong your position is in the SERPs.
But there is another side to Low Quality score keywords too. Sometimes it works to your advantage to have some low quality keywords around. Let’s look at 3 different scenarios where this would work.
Higher ROI
Even if the Quality Score for the keywords are below 5 (scaled 1-10) you still might not lose everything. If the ad associated with these keywords is getting you higher net profits then bear with these keywords. The ad will appear lower down in the search results than you envision but it would still be more profitable.
This could possibly be due to the fact that even though fewer people click on these ads due to it being displayed lower down, the conversion would be higher for only those people who are actually interested will click on it. Those who want to buy the product or service or want to register for the download would click on it. The ad copy thus, created is very relevant to the offer you are making.
Valuable keywords
Most of the organizations out there get customer feedback on words that their customers associate with the product or service or the brand as a whole. These same association words can have low Quality Score when put in the ad campaign. Since these same keywords have significance for your branding activities removing these might not be in your interest.
The click rate for these ads would be low but they would be more informative for your viewers. These people might come back later and increase your conversion rate. Use you AdWords account and check the conversion rate through your view-through conversion statistics.
The view through rate would tell you how many users viewed the ad and the percentage that did not click on the ad. It would also show how many users came back within the next 30 days and went on to the landing page.
Your AdWords campaign
In case you are just starting off with your campaigns, you would most probably have a low quality score since you have not come to grips with the tool and your knowledge is not sufficient. Quite a few people would want really high scores right at the start but having a perfect score might not be too good either.
Not having the right score means that you would get in to the habit of researching and making your campaigns better.
