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"Detail and Recommendations" now listed for Quality Score
Use the magnifying glass next to the keyword
JBrown

10+ Year Member



 
Msg#: 3486466 posted 6:35 pm on Oct 24, 2007 (gmt 0)

The Inside AdWords blog has a quick run-down here:

[adwords.blogspot.com...]

I was wondering what others thought of this. So far it looks like Google recommends deleting most of my 'Poor' keywords. That's a bit surprising. Google isn't suggesting to make improvements in landing page, ad copy, etc., but rather that it thinks this keyword isn't a good fit for the campaign.

 

JoeSinkwitz

5+ Year Member



 
Msg#: 3486466 posted 2:19 pm on Oct 25, 2007 (gmt 0)

JBrown,

I was largely unimpressed, to the point where I actually provided feedback (something I don't often do).

There's been plenty written about how poor from a user's perspective it is to assume "delete" is the best bet, so I'll not go there.

Instead, I'll focus on the uselessness of the response. Why is the KW poor? I have examples where the KW is perfectly on theme with the ad text, the adgroup, campaign, the land page, etc but comes up with the same text as it would if I were trying to get a broad match on coffee when trying to sell fish sticks [non-widget joking example].

AdwordsAdvisor is really helpful in this forum, so hopefully he can pass along the following to create something a little more useful; types of suggested "Poor" quality reasons:
1. KW not a fit for the adgroup
2. KW not a fit for the landing page
3. Ad text not a fit for the adgroup
4. Ad text not a fit for the landing page
5. Not enough data -- give it a week or 4 before contemplating KW suicide
6. Expected CTR below acceptable threshold for KW
7. Expected CTR below acceptable threshold for ad text
8. Landing page relevance
9. Landing page trust

I realize there are a lot more detailed points you could give, but even that general breakdown would provide a starting point for advertisers while maintaining the secrecy Google enjoys.

ipohopper

10+ Year Member



 
Msg#: 3486466 posted 5:31 pm on Oct 25, 2007 (gmt 0)

It is a Myth that Google wants to increase Quality of all their ads. Theoretically if ALL advertisers had the highest of quality ads, landing pages, etc than they would all have very low bid prices. This would result in every click generating lower cash flow to Google.

Google LOVES advertisers who are not poor quality but lower quality. Advertisers who are lower quality generate more per click than higher quality sites. The PhD's at Google have created a virtual auction where advertisers are bidding against phantom bidders.

Google will never impelement a feature in adwords that does not in someway increase the average income generated per click.

iPo

AdWordsAdvisor

WebmasterWorld Senior Member adwordsadvisor us a WebmasterWorld Top Contributor of All Time 10+ Year Member



 
Msg#: 3486466 posted 11:03 pm on Oct 25, 2007 (gmt 0)

AdwordsAdvisor is really helpful in this forum, so hopefully he can pass along the following to create something a little more useful; types of suggested "Poor" quality reasons [...]

Consider it done. (I've just added your post to the Advertiser Feedback Report which goes out later this evening - many thanks.)

It is a Myth that Google wants to increase Quality of all their ads. Theoretically if ALL advertisers had the highest of quality ads, landing pages, etc than they would all have very low bid prices. This would result in every click generating lower cash flow to Google. [...]

If ALL advertisers had the highest of quality ads, landing pages, etc, we would have an ever-increasing upward spiral of users who trusted AdWords ads (and AdWords advertisers) completely and who used them as a first-thought resource when they were looking to purchase a product or service. This would benefit users, advertisers, and Google.

AWA

ipohopper

10+ Year Member



 
Msg#: 3486466 posted 12:51 am on Oct 26, 2007 (gmt 0)

So you are saying that Google would rather have visitors click on very High Quality Ad/Landing Page with bid price of $.03 than click on Poor Quality Ad/Landing Page with a bid price of $.40?

If you really wanted high quality sites all you would have to do is filter them through the initial editorial process and just have a set minimum of $.10 per bid. The problem would be it would lower your average price per click.

iPo

thecloser

5+ Year Member



 
Msg#: 3486466 posted 1:01 am on Oct 26, 2007 (gmt 0)

Maybe I could get some feedback on my question on this thread then:

Here's my big question:

If you're analyzing a "Poor" QS keyword, and the recommendation is that you "delete this keyword" is it pretty well a lost cause for that keyword, i.e. you can't just write new ads and improve/update your landing page quality or relevance?

Or is that keyword a write off in your campaign from then on out?

In short, once you see "delete this" from the recommendation feedback, is that keyword toast for your account from there on out?

limoshawn

5+ Year Member



 
Msg#: 3486466 posted 1:25 am on Oct 26, 2007 (gmt 0)

So you are saying that Google would rather have visitors click on very High Quality Ad/Landing Page with bid price of $.03 than click on Poor Quality Ad/Landing Page with a bid price of $.40?

I believe that is exactly the case. I've said this before and I'll say it again, WHEN Google gets the paid results as good as the organic results, there will be no more organic results.

once you see "delete this" from the recommendation feedback, is that keyword toast for your account from there on out?

No, I have brought many keywords out of the "poor" cellar, even some of the $10.00 minimums. Usually there is a very good reason why keywords have bad quality scores, sometimes it's not so clear but there’s still a reason. I've opened ad groups on occasion to see the dreaded message "keywords inactive for search" and when I scroll down to see the keyword it would be obvious, what the heck was that one doing in here.

RhinoFish

WebmasterWorld Senior Member 5+ Year Member



 
Msg#: 3486466 posted 2:03 pm on Oct 26, 2007 (gmt 0)

It is a Myth that Google wants to increase Quality of all their ads. Theoretically if ALL advertisers had the highest of quality ads, landing pages, etc than they would all have very low bid prices. This would result in every click generating lower cash flow to Google.

If your theory were true, and if anyone with a low score bid $5 or $10 to "get in", the rest of would be paying more than that... is that what you see happening...

Since we're all entitled to theories, even ones that are wrong, here's two of mine...

1) The naysayers who invent theories of G screwing us will never go away, it's just a natural byproduct of losers in any auction.

2) Quality score is something that handicaps unattractive bidders in this auction, but it's still the competition among the attractive bidders that drives winning prices higher.

ipohopper

10+ Year Member



 
Msg#: 3486466 posted 10:10 pm on Oct 27, 2007 (gmt 0)

If your theory were true, and if anyone with a low score bid $5 or $10 to "get in", the rest of would be paying more than that... is that what you see happening...

Why would the rest pay more? Your bid price is not very dependent on other people's ads. If my bid price went down from $5.00 to $.30 would the rest of competitors bids go down?

1) The naysayers who invent theories of G screwing us will never go away, it's just a natural byproduct of losers in any auction.

2) Quality score is something that handicaps unattractive bidders in this auction, but it's still the competition among the attractive bidders that drives winning prices higher.

What auction? In an auction you compete against other advertisers and knowing how much they are paying decide whether to bid higher. In this case you have no clue what others are paying.

If they are focusing on Quality then why not filter out the websites during Editorial Review?

iPo

RhinoFish

WebmasterWorld Senior Member 5+ Year Member



 
Msg#: 3486466 posted 1:16 pm on Oct 29, 2007 (gmt 0)

What auction? In an auction you compete against other advertisers and knowing how much they are paying decide whether to bid higher. In this case you have no clue what others are paying.

Correct, as is true of many auctions, blind auctions and sealed bid auctions for example. Learn more here:
[en.wikipedia.org...]

If they are focusing on Quality then why not filter out the websites during Editorial Review?

This is essentially a filter, a financial one. Instead of incenting lesser quality sites to go away, they are motivating them to improve. At the same time, they are lessening lower quality site's ability to enter the auction. And don't forget, not all ads show - there are plenty being blocked by these algorithms for poor relevancy and quality, it's not as if higher min bids is the only tool they use to control the quality and prevalence of sites entering the auction.

jkwilson78

10+ Year Member



 
Msg#: 3486466 posted 1:43 pm on Oct 29, 2007 (gmt 0)

Theoretically if ALL advertisers had the highest of quality ads, landing pages, etc than they would all have very low bid prices. This would result in every click generating lower cash flow to Google.

I would have to disagree with this. If all advertisers had "high quality" ads, sure, initial bids would be low for the first advertisers to enter a market but there is no fixed number of advertisers per keyword.

New advertisers pop up daily in a lot of keyword markets and they all want their ad to be on the first page or higher positions and as a result competition leads to bid wars which leads to ever increasing bid prices until you reach the tipping point for that keyword where no one can bid higher else lose money.

By attempting to create an environment with high quality ads, Google actually makes it more appealing to prospective and current advertisers because they know if their ads meet their quality standards they will receive high quality leads that are profitable and worth paying for.

The end result is Google makes more money.

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