
- Ad/Keyword/URL Click Through Rate (CTR) – far and away the biggest factor in quality score
- Historical account CTR – how has the account done over time?
- Landing Page – is your landing page relevant to the ad and keyword? Is it transparent and easy to navigate?
- Relevance – how relevant is your keyword to the ad? The keyword you’re bidding on to the actual search?
- Geographic performance – how well does your ad/keyword/account do in a given geographic area?
- Device performance – how do all of the above factors perform on tablets or phones?
- Adjust your ads based on performance to get the highest CTR, while maintaining ad relevance
- Test display URL’s to see which resonate with users
- Get rid of hyper-broad keywords. Don’t just pause—delete them.
- Delete poor performing keywords. If keywords have zero impressions (or worse, tons of impressions and zero clicks) and a low quality score, get rid of ‘em. This may not help, but it won’t hurt either.
- Closely monitor search query reports and negatives to make sure your keywords are relevant.
- Create landing pages that’s a great user experience.
Note: this is the one area that I’d pay close attention to from a quality score perspective. If your LP experience is below average, start adjusting and adjust fast
- Cut keywords that convert just because of a low quality score. If you’re bidding on your competitors branded terms, your quality score will likely be below average. That doesn’t mean they’re bad keywords, or that the campaigns can’t generate a strong ROI.
- Cut ads or keywords based entirely on click through rate. If they drive conversions, they may not be so bad.
- Create a new account to try and beat bad quality score history. History (quality score and otherwise) is tied to the domain, not to the individual account.
- Stop testing. Always test!