There has always been a healthy amount of debate over the importance
of Quality Score as an indicator of Google AdWords success and the
amount of focus that should be devoted to it.
Today, Google issued a whitepaper
called “Settling the (Quality) Score” to help advertisers use Quality
Score to guide optimizations. Will it settle the debate? Maybe not, in
fact it may just spark more conversation, but if you’re involved in paid
search at all, you’ll want to check it out.
Google describes Quality Score being like a “warning light in a car’s
engine” as opposed to being a “detailed metric that should be the focus
of account management.”
In other words, it’s a signal not a KPI. It’s a mash-up of expected
click-through rate, ad relevance and landing page experience, but, as we
know, the score we’re shown isn’t the actual score given at any moment
during an auction. The score we see represents overall performance in
the auctions.
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