Karma I guess.
For several years I have been going into Google Groups and occasionally answering questions. One of the most common complaints is about Quality Score. And one of the most common questions is what do to about Quality Score problems.
I would answer those questions with some general suggestions on increased relevance and targeting that is more tightly focused : Keyword through Ad and Landing Page. Then I would also be sure to mention that time and patience are also needed to turn an accounts Quality Score around.
Well I have met my match, the shoe is on the other foot, swallowing some of my own medicine, however you want to put it. I finally had a client come to me, whose historical Quality Score was so bad, that I finally gave up on the account, and suggested to the client that we needed to open another and start all over.
Although they didn’t suggest it up front, three different AdWords support people did end up agreeing that the original account was terminal, dead, not worth resurrecting.
I had taken over managing other AdWords accounts that had almost every keyword inactive for search due to poor Quality Score. But after a little restructuring and a few days things start to improve and before you know it almost all words are getting a Great or OK Quality Score.
Not this one. It just sat there. No first page presence even with daredevil bids. Thus few impressions, fewer clicks, no action. Day after day went by and nothing changed. So we pulled the plug.
I was humbled, now I new the frustration of following best practices but just being in too deep a Quality Score hole to crawl out, with any reasonable effort anyway, and in any reasonable length of time.
Wish List: It would be nice, if there were some gauge, as to how “poor” the historical Quality Score for an account, keywords within the account, and those same keywords across AdWords general experience really is. Something anyway, something to keep people from wasting their time trying to resurrect a terminal AdWords account.
Tom Hale - AdWords Specialist
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