About QS and Exact Match

Does quality score determine by exact match?

[carelectronics]

Hi, this question puzzles me for a long time, hope someone here can help me. Does quality score only determined by exact match and not broad and phrase match?

I mean,
for example,I have three match types with a keyword - car electronics
[car electronics]
"car electronics"
car electronics

The question is, when "car electronics" and car electronics have a QS, does it come from [car electronics]? Are their quality scores definitely the same as [car electronics] ?

Thanks for your time.

[joelrunner]

In some of my accounts (where I don't have high enough volume to justify otherwise), I have broad, phrase & exact in the same adgroups, and I couldn't find one instance where quality scores were different for the same keyword with different match types (as you described".

However, in other higher volume accounts where I separate keywords into different adgroups (based on match type), I find different quality scores for the same keywords (with different match types) all the time.

I don't know that this answers your question because the difference in QS is probably due to different ads in the different adgroups, but hopefully it helps.

[carelectronics]

Thanks joelrunner.

Yeah, I've also noticed that in the same adgroup the QS is the same for the same keyword with different match types, while in the different adgroups are different.

Someone just told me that in the same adgroup we have to use exact match for some relevent keywords so it's helpful to increase quality score and lower cpc.And a keyword's QS is determined by exact match type. I'm not sure about it. So I came here to see if someone can give me an answer.

By the way, yesterday I added a exact match keyword for the keyword already has a QS7, today the two keywords are both have a QS of 10.

[LucidSW]

I am aware that Google themselves have said something to the effect that "QS is figured out using the exact match for all match types".

What does that mean? It helps to know how is QS calculated. An average CTR is calculated for all advertisers using the keyword. This as Google stated is done regardless of match type. You may have "blue widgets" in all three types but they lump them as one.

Then, a standard deviation (SD) calculation is made. Your QS is determine by this SD number. It is how far away your CTR is from the mean. And if they use all three match types, you will see the same QS for all three yourself.

I have looked in the accounts I manage. It took a few minutes but I did find instances where a phrase match QS was different than the exact but it was always on a paused keyword. I can't find any yet where all keywords are active.

To me, it doesn't make sense that they should all have the same QS because of different behaviors on different match types.