If you have a concept, it is a bitter truth to have multiple misconceptions. In this article, we are more focused on the quality score misconceptions that usually appear among the advertisers.
Before we unearth the false assumptions made on the Quality Score of a PPC ad, we would like to the different types of Quality Scores that you are actually going to consider. For the experts at a PPC marketing company in Delhi, India. these are easy to grasp. However, we would recommend the newbies to gain proper knowledge on the following variations before going to the next section.
Quality Score of a PPC can be of different types –
Landing page quality score
Keyword level quality score
Mobile quality score
Display network quality score
Ad group quality score
Let’s now find the misconceptions that lead to a low Quality Score.
4 Common misconceptions on Quality Score that you must consider
- If you change the match type, you can change the quality score: One common misconception about Quality Score is whenever you change the match type of your keywords, the Quality Score automatically changes. But do you know, sometimes Google determines the QS of an ad without prioritizing the keyword match type?
Yes, the truth is the Quality Score of an ad remains the same, irrespective of the keyword match type. As per Google’s algorithm, the keyword QS is determined based on the search query. If the search query matches exactly with the keyword, the QS automatically rises high.
Hence, it doesn’t matter what keyword match type you choose, it has no direct connection with the ad QS.
2. Display network and search network quality score affect each other: Many advertisers have a false conception that Quality Scores of Display Network and Search Network affect each other. But that’s not the truth!
The requirements for different network campaigns are different. Therefore, it is impossible to reflect the QS result of one campaign on another networking campaign. No matter what network you want to work on, the QS will never interfere with each other.
3. Restructuring QS elements of an ad will erase the performance history: It doesn’t matter whether you delete the elements, restructure or redesign the QS elements of your Google ad, that will never affect your past performance history.
Suppose you find that the keywords used in the ad are not performing well or the landing pages are negatively affecting your ad. Even if you remove or reconstruct the QS elements, it won’t change your ad performance history. No matter what you do with the QS elements, the performance history will remain the same. The negative data may get reduced but they will never go over time.
4. Higher positions will generate higher QS: At a glance, this may appear true. You may feel that a higher position will generate more clicks. But the picture is a little bit different.
As per the Google algorithm, it adjusts the Quality Score of your ad by compensating for ad position differences. With higher positions, the ad gains a higher click-through rate. While for the lower positions, it’s lower. As a result, Google compensates based on its formula. No reinforcement of ads for higher positions. It is simply compensated!
The Bottom Line
Quality Score matters a lot, especially when you are expecting a long-lasting result through your PPC ad campaign. Be it your high CTR, high rankings, or any other performance metrics, you must work on the metrics that influence your quality score. But irrespective of your campaign goals, make sure you avoid misconceptions regarding this particular theory.
Look for the experts offering white label services and make your ad relevant to the search queries to enjoy a productive Quality Score.