+3 votes
by (150 points)
In your experience, why would a keyword with a really high CTR have a low quality score like 3/10. I have a campaign set up with all single keyword adgroups, all exact match keywords in the SKAG. A couple of the keywords have really good CTR anywhere from 12-20% but the quality score is 3/10 These are hyper relevant keywords and for sure are relevant. Only thing I can think of is that some of the SKAG's are too closely related and I should them as exact match negatives of each other. EG 2 adgroups: -email marketing software (7/10) -email marketing platform (3/10) Google is favouring software, so I should add them as exact match negatives of each other? What you reckon?  
In your experience, why would a keyword with a really high CTR have a low quality score like 3/10.

3 Answers

+2 votes
by (1.7k points)
Does “email marketing platform” include “platform” in the ad’s H1 & description? Does that adgroup go to a landing page that uses platform instead of software? Do the headlines & offers of the landing page closely match the headlines & offer on the ads? Keyword in meta data? The search term should match the ad, which should match the landing page. I’d also add in some phrase match then get rid of the poor performing keywords over time. Obviously with phrase match, you’ll need to get aggressive with your negative keyword management.  
0 votes
by (1.7k points)
Take a look at the "Ad relevance"- and "Landing page xperience"-kolumn. I guess your "Expected CTR is already quite good. These three combined is your Quality Score.  
0 votes
by (6.6k points)
Is the keyword in the ad?  
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