can QS be changed all the time using optimaztion or it's set to "X" from they day you put up your campain and thats the score for always?
Your quality score will change for the duration of your advert running, obviusly you want it to get better so you need to keep refining your ad to keep your quality score up and you can do this by better text ads, better keywords, making good use of negative keywords. Always split test and find what works better for your campaign and site.
What do you guys think of improving Q.S. by splitting high performing keywords from the low performing. In other words--> Creating Adgroups with high performing keywords and creating Adgroups with lower performing keywords. In this way they high performing keywords dont get affected by the low performing keywords. ??? Question: How long does it generally take for QS to improve if the history of the keywords, ads, adgroups and landingpages was quite poor???? Regardz
Yes, that could work. What you should ask yourself is why those keywords are not performing as well as others. They may have been in the wrong group all along. For example, having "dog food" with "puppy food" in the same group may have very different QS, especially if your ad says dog food. Splitting the puppy food keywords into their own group could be the solution. If you split the puppy food keywords, you are starting fresh. There is little or no history passed from the previous group. QS is not only on the keyword but the keyword-ad. To the system, you are creating a new keyword with new ads, separate from what you did before. The system will set an initial QS based on the information it has and go from there. This QS is usually accurate, even though it has no impression and click data to go on. The algo is very sophisticated but sometimes you do see wild fluctuations when the campaign starts.
CTR mostly, but it also factors in landing page relevance, historical CTR of the display url, CTR of the kw and ads, relevance to ad group and campaign naming, etc.. QS on the Display network is a little different that the QS on Google and Search Partners networks. Google "google help quality score" and you'll see Google's explanation. One tip I've heard is on new accounts, start with your brand terms. They'll get the highest CTR and let that run for a little while. It will give the rest of your account a QS lift when you do add the rest.
Yes this is a good tactic to use, there could easily be problems with keywords regarding your ads that are lowering your quality score so seperating and testing is a good idea that way you can see how they perform seperatly. It's all about testing.