Quality Score continues to be a perplexing topic in search marketing. Although marketers can typically improve their Quality Score by improving their click-through rates, there may be another variable in the equation which requires far less effort, and may have an even bigger impact. [...more]
Unpredictable. Hyperactive. Irrational. And, potentially, very expensive. That's how a keyword's Quality Score (QS) can be like a teenager. Perhaps no single quantity in Google's AdWords system is more mysterious or misunderstood than Quality Score, and what you don't know about it can hurt your account. [...more]
Promoted Tweets represent a new way for advertisers to place their tweets at the top of the search results page... and for Twitter to start generating some significant new revenue. [...more]
Keyword prices continue to rise across all the search engines. Effective keyword management and quality score optimization have become even more important as search marketers try to keep their campaigns within budget and profitable. [...more]
The major search engines offer budgeting features to help advertisers keep their ad spending within a specified limit and to help spread it evenly over time. But using these features can have a high hidden cost of which advertisers might not be aware. [...more]
Once an AdWords campaign starts generating traffic, the most important factor by far in determining Quality Score is click-through rate. Which means that the worst quality ads are often rewarded with the highest quality score. What's an ROI-based advertiser to do? [...more]
The formula for AdRank is so simple that it's surprising how frequently, and grievously, people can sometimes get it wrong. The purpose of economic activity is to maximize profit, not Quality Score. So, when the two are in conflict, choose the lower QS. [...more]
Google makes it clear that an ad's clickthrough rate (CTR) is the primary component of its Quality Score (QS). But one question which search marketers frequently overlook (and one for which Google has offered only a superficial answer) is: Why? [...more]
