Question

Hey guys, running an ad now where my second best performing broad match is 'not being shown due to a low (1/10) quality score? Do I ignore it? Currently over a 6% CTR. A little confused because it seems to be generating traffic. There is a 'below average landing page experience' - how much of a factor does this actually play?  

Answer 1

Reach out to me and I’ll take a look at your landing page along with offer free advice to how to change it

Comments

Thanks mate. It can’t be changed unfortunately or else I’d have changed it  

---

You can’t change the copy? You don’t split test?  

---

Not in this instance

Answer 2

It’s a tough spot, I would keep it especially if your are getting somewhat decent ctr might take a minute to update to a better qs. How old is that campaign/or use of that keyword? I’ve had a keyword that was a 1 but it was a main/important keyword and was getting good traffic but google decided that across everyone in google using that term they had poor results so it gave me low qs. It went up to a 5 eventually as I get 10% ctr and over 100 conversions on it monthly. Just make sure your landing page is good and ad is relevant with landing page and term. The other thing that helped is I switched to one of their automated campaigns. If you don’t have any conversion data yet I’d do maximize clicks.  

Comments

@preemie yeah it’s weird. It’s a fairly specific ad (real estate agents in a certain area) where all search volumes are very low. Campaigns a week-or-so old so it’s still early days, so hopefully that changes. The search terms and the content on the page are not aligned very well but it’s a franchise so I can’t change it, I’m trying to get them let me build a new one that’s more relevant to our ad but I’m not confident that will happen. I’m manual cpc now - why would you suggest maximise clicks?  

---

@kentigerma oh yeah I did one of googles automated strategies for myself which was maximize conversions because I had enough conversion data. In your case maximize clicks would be best but my theory is that since I used their automated strategy they boosted my quality score up a little. No real data behind that just my theory since when I did that I went up to 5 / 10 all my ads and landing were the same. Takes a few weeks though.  

Answer 3

Thanks for the tip - I'll give it a shot!  

Answer 4

@kentigerma What prevents you from changing the landing page? Just get in contact with whoever created it. Or make your own. Or pay for someone to make another. I would bet that the landing page is low-converting. One of the factors Google uses to determine LP experience is bounce rate, time on page etc. They also crawl the page for common keywords and general structure, load time etc. You also have problems with the CTR and the ad relevance if you have a 1/10 QS. It's likely Below Average in all 3 QS columns. I would try to: -Use exact or phrase where you can to increase ad relevance and CTR. -Write better ads to increase CTR (and set expectations for a good landing page) -Make a better landing page that fulfills expectations and provides a good user experience. You should be able to get at least a 6 QS no problem, then work up from there.  

Comments

Thanks @damning - The landing page is tricky because the ad is for a franchise group who actually own the website and the landing page. I know I will need to create a new landing page, this is an ongoing conversation with the client. The CTR is >10% so I'm thinking that the ads and keywords are good. It's a very 'niche' ad (real estate agent is a particular suburb) which means extremely low search volumes so to have a CTR above 10% means it's not the ad. I think the issue lies with the content on the landing page not containing any keywords, at all. The landing page contains all the information a consumer would want (it's a real estate agents website) so from my POV, it's a funny one!  

---

@kentigerma But how is the QS 1/10 unless the Ad Relevancy and CTR columns are both below average? What does it say when you look at these 3 columns for the keyword: landing page experience ad relevance expected CTR ?