Why is my quality score so low?
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I am not sure if this is the best place to ask a PPC question but figured it was worth a shot.
I am trying some different keywords around the word "wedding venue" for instance "amazing wedding venue" or "iowa wedding venue". This is the landing page, http://germanhausbarn.com/wedding-venue/ .
What I can't figure out is why I am getting 1/10 quality score for most of those keywords. Is there something I am missing?
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Hey!
Great question (sorry for not getting back to you sooner). The issue isn't your ad copy, or likely your landing page, but the keywords that you're targeting. As with venues or any arrangements offline, costs are significantly higher as soon as "wedding" is thrown in. I have had a similar experience with a client who was advertising on wedding rings -- low quality scores, higher CPCs.
When you hover over the status bubble next to your keywords in Google, it should tell you exactly where the issues are. I just checked one of my 1/10 QS KWs and it said my landing page experience, ad relevance, and expected CTR were all below average. This is likely the same for you. I would work on testing your ad copy. But, you need a good adgroup structure for that.
Here's my suggestion: I would put together one keyword with exact match with three different ad into one adgroup. That way you can start to isolate the issue. Is it the copy you're using? Can you get a higher CTR for that? Is it the landing page (it's my unsolicited opinion that this page does in fact need some work for a happier customer experience, but always be testing!)? Is it the keyword itself? What are your competitors writing in adcopy for this keyword? What are your ad extensions? What are their CTRs? Can you edit them to be better?
For this test, you might want to just run these one keyword adgroups on the google network only, so that way you have an accurate understanding of the amount of traffic that's coming through and how they are interacting with your site. Not that the search partners network impacts your QS, but it will impact your results that will effect your tests (unless you plan on splitting the data by network + search partners).
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Here is an example ad:
Iowa Wedding
www.germanhausbarn.com/
(712) 655-3131
Experience Your Dream Iowa Wedding
At Manning Heritage Park! -
What are your ads like? They play a role in QS as well
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Off topic, but those are some fancy digs! The local church and the community center next to the library were always good enough for my Iowa relatives.
I have a bunch of family that comes from Battle Creek, and more that come from Des Moines. I had to take a look and see if I've been there before, but it doesn't look familiar to me. -
Good day! Have you read over Google's guide to Quality Score? It is pretty useful in understanding how they're calculating it and where you may be falling short-
https://support.google.com/adwords/answer/2454010?hl=en
Scroll down to "How we calculate Quality Score". Good luck!
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