Quality Score Up Not Getting Why?

Why the quality Score went Up?

[chriskriag]

I have a keyword in my adgroup with the following metrics

The keyword was added in adgroup on 1st Dec 2014 as it is as follows:

Search Volume 140, Competition - High, Suggested Bid - 2.56

keyword QS - 7
Exp CTR - above average
Ad relvn - average
Landing page exp - average

On 8th Dec it become as follow

Search Volume 140, Competition - High, Suggested Bid - 2.56

keyword QS - 6
Exp CTR - above average
Ad relvn - average
Landing page exp - below average

On 23rd Dec it become as follow

Search Volume 110, Competition - High, Suggested Bid - 2.35

keyword QS - 7
Exp CTR - above average
Ad relvn - average
Landing page exp - average


I just want to know how does this happen, the QS first went from 7 - 6 and now again from 6 -7 how?

As it was showing below landing pg exp with QS 6, now it is showing avg landing page exp with QS7

Note: I didn't change any bid nor edited landing page.

The CTR for the keywords from 1st Dec till 25th Dec is 1.21% with average position - 4.1 for dec till now

[aristotle]

I think there might be two possible reasons for this:

1. Adwords could change or tweak the algorithm (or formula) it uses to calculate the quality score

2. As time passes, more and more data is collected on how the ad performs, and this data is factored into the calculation of the quality score. Initially, the performance could appear erratic due to random statistical fluctuations, but as the database grows, these fluctuations become less significant.

[RhinoFish]

They show QS for the exact match case for your keyword, and you might be talking about exact, phrase, mod broad, or broad - point being, QS isn't exact, but a guideline (it doesn't reflect the whole picture of everything that might match up).

QS is also relative, since this is an auction. Someone else might have changed many factors affecting your relative LP quality, relevance, or even CTR.

Since QS shown is rounded off, changes from 6 to 7 and back, could be very small, so this could have been you being in the edge of a rounded score overall, or for landing page quality.

I suggest you ignore the 6-7-6 stuff, and work on your CTR - it's the biggest impact on your QS. Test more ads, extensions, dayparting or conversion optimizer, and on and on.

And aristotle is also spot on, there's some variation to be expected. While you say you didn't change anything, it could have been something very tiny, maybe your webmaster improved mobile factors on the page using the Google Page Speed tool (or a competitor moved there's backwards), and LP was affected.

It could have also been a competitor running a sale, or something else that was time based, and beyond your own actions. Again, I'd put all of these things into a worry thimble, and work on CTR. :-)