07 Feb '18, 3pm

Optimizing for quality score is a best practice, except when

Quality score is a complex metric because it is a basic but fundamental component of ad rank. Optimizing for quality score is a best practice, except when it isn’t. A high quality score is a sign of account health, except when it isn’t. Like any other paid search “best practice,” it is only a best practice when it works in your favor. Because quality score is a fundamental element of an account and has been widely written about, it is a focal point for many advertisers. While some of that is fair, some of the attention it receives is unnecessary. More than a few people have reached out and asked how quality score can be improved in their account. My first inclination is to suggest they first ensure that a quality score improvement is going to help drive them closer to the business goals they hope to achieve. The reality is that spending a lot of time and capital on increas...

Full article: https://searchengineland.com/optimizing-for-quality-score...

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