The two most important parts of your PPC Quality Score are your keywords and your ad text. The two go hand in hand, like bread and butter. Here are few tips to help you make the tweaks you need to make without killing your quality score:
- Don’t make too many changes at one time – It takes Google a while to assess changes you’ve made to your account. It could take a couple of weeks for an ad text change, for instance, to be reassessed. If you make too many changes at one time you’ll see a lot of fluctuation in your quality score.
- Keep keywords in tight ad groups - Don’t use every keyword on your list in your ad groups. Match your ads with your keywords properly and keep them together.
- Don’t delete your old ads - As you test new ads, don’t delete the old ones. Pause them instead. This will ensure that you keep your keywords associated with the text in those ads.
- Don’t move all of your keywords together – This gets back to making sweeping changes. You can actually lower your quality score by moving one or two keywords to another ad group. If you move your entire list of keywords to another group then you can disassociate your keywords from ad text that is performing well. It’s like starting over.
Your Quality Score is like your credit score. Safeguard it. It if tanks then you’ll have to spend time rebuilding it. While that is possible, it will cause your ad campaigns to lose traction.
