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Understanding Quality Score. Confusing Scenario.

9:13 am on Sep 5, 2011 (gmt 0)

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Hi guys,

I've not really dabbled with Adsense for years and my recent campaign sucked.

Some real confusions are with quality score. The title of the Ad is "Blue Widgets" for example, which is exact match of the homepage title which it's targeting. Though it has a quality score of 3! Yet "Blue in Widgets" has a quality score of 7! The example with the word "in", has more than double the quality score. That can't be right? Especially as its less of a match.

Due to the last campaign being terrible, CTR, CPC, everything about it was bad. Does it make sense to completely remove those campaigns and start over? Will the memory of the low CTR, high CPC be difficult to shift?

Is there any great guides around? I've read about 50 blogs this evening, all stating the obvious. I know the basics. I just don't know why for example, the word "In" has more than doubled the quality score.

Are there any really good sources or ebooks out there?

Many thanks in advance.
2:49 pm on Sept 5, 2011 (gmt 0)

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the history responds well to improvements, don't worry about nuking something because it used to be bad - the algorithm is weighted for most recent performance. i've done both, nuked old, and rebuilt - don't let it's history determine which you choose. if the structure needs to be changed a bunch, nuke it.

CTR is the largest component of QS - focus on CTR.

the "In" thing is likely due to what others are doing - if you're modeling an ad for it, and specifically chasing it, it likely has a higher CTR (relative to your competitors), and therefore a higher QS.
9:32 pm on Sept 5, 2011 (gmt 0)

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Not sure how much we're supposed to provide so I've sent you a PM with a recommendation for some resources.

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