Quality Score was a very simple metric for judging how good that ad was and a very useful guideline for getting advertisers to think about how their ads matched the searcher s intent. But since Google has tripled the size of its ads and added customizable ad extensions new formats and responsive ads to help with testing at scale. No longer is the question Does this ad match search intent for one keyword signal? but rather Does this ad match the intent of this particular searcher based on thousands of signals including keyword device operating system time of day demographic and more.
Now Google has made a lot of them easier for advertisers to write good or at least not bad ads . That s great for searchers and novice advertisers but it raises the bar for mobile number list everyone to write a truly great ad with a significantly higher Quality Score. Quality Score still matters it s just not the panacea it used to be. We agree on one thing about Quality Score Mark s last point echoes one of mine above regarding Google s lack of specificity on exactly what you need to do to improve your Quality Score. “Quality Score is still important and the tactics you use to improve it will continue to deliver incremental results.
Improving your Quality Score can still improve your PPC results by % but improving your PPC strategy can improve it x. WordStream Account Director Holly Niemiec sums up this concept nicely I ve always seen Quality Score as more of a check engine light for campaigns. This means yes it can impact a campaign s performance but it s not everything. Keywords with a low Quality Score can still perform well and sometimes even better than keywords with a higher Quality Score and competitor keywords always have a low Quality Score but can still convert well.