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Life is not fair and so is Google PDF Print E-mail
Written by Pet Natividad   
Tuesday, 12 October 2010 00:00

Is Google Changing Quality Score Rules Again?


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In the past few months, two significant issues have been messing with AdWords quality scores—or at least with how many of us perceive quality scores.

Google has developed several bugs in how it displays quality score.Keywords with low quality scores are acting like keywords with high quality scores.

 

Google Quality Score Display Bugs

Google’s quality score bugs have been well documented.

I’ve seen reports of quality score in AdWords accounts not matching what’s being displayed in the AdWords editor. There are other reports of the quality score in the account not being accurate, etc. For the purposes of this article, these glitches are not an issue. Google engineers checked on several accounts and assured us that the quality score display bugs are not affecting the actual performance of these accounts.

How Quality Score Affects Ad Display

When a keyword has a low quality score, several ad features stop working:

  • Ads are not displayed in the premium positions (above the organic results).
  • Sitelinks cease to work.
  • Product extensions do not work.
  • Dynamic keyword extension stops working.

Other features stop working as well until you finally receive the message that the ad is not being displayed due to low quality score.

Low Quality Score Keywords Eligible to be Displayed

In the past, keywords with quality scores of 3 were generally given the error that the keyword was not being displayed due to low quality score. Keywords with a quality score of 4 or higher rarely received this warning.

That number seems to have been lowered. Keywords with quality scores of three now seem to be eligible to be displayed on all results.