Managing Quality Score
Pitfalls to Avoid When Managing Quality Score
There are a number of things that you can do right to improve your Quality Scores. In the last tutorial, I reviewed a few of them. Equally important are things that you can do wrong, resulting in lower Quality Scores. Luckily, they’re easily avoided.
1) Don’t Get Stuck in Analysis Paralysis.
There is plenty of thinking and preparation you should do before launching your search marketing campaigns. However, nothing can replace live data. Rather than trying to figure everything out in advance, get your campaigns live as quickly as possible. You’ll be able to use actual data to implement the tips we discussed last week, rather than relying on assumptions.
2) Don’t Worry about Conversion Rates Right Away.
We’ve often emphasized the importance of optimizing for conversions rather than clicks. As an overall principle, this still holds. But there is one exception. When you first launch a new campaign, do whatever you can to optimize your click-through rates (CTRs), even if it results in clicks that don’t convert. The short-term expense will lead to long-term savings.
3) Don’t Forget about Google’s Long-Term Records
Google keeps a long-term record of your quality scores, records that are kept at the URL-level, among others. Therefore, you can’t simply open a new account and “start over.” Unless, that is, you create a new website altogether at a new address. Follow our guidelines, and there shouldn’t be any need to do so.