Narrator: When you can ignore quality score.
So by now, we all know how important quality score is.
However, I wanted to let you know
that there are a few instances
where you should indeed actually ignore your quality score.
So in this video, I'm going to go through
three different examples
of exactly when you should do just that.
The first and most common example I see
when you should ignore your quality score
is when it relates to plural and singular keywords.
These are instances that can't be understood
by any logical boundaries.
Sometimes the plural version of a keyword
will have half the quality score
of a single version of the same keyword
in the same ad group.
There is no logical reason why this should be the case.
Sometimes adding a prefix or a suffix to the word
can drastically change your quality score.
For example, you could have bed cover versus bed covers.
Now these are very similar keywords.
The only difference is, one is a plural
and one is a singular keyword.
The plural version or the single keyword version
could have a different quality score.
Now, these instances and others
that have no rhyme or reason can be very frustrating,
as you will continuously try to optimize
for the quality score, but you will fail every single time.
The best thing to do in this case scenario
is to try a few different tests.
And if you don't see any positive results, just walk away,
whether that means leaving the keyword in your ad group
or removing it, it can be very frustrating,
but unfortunately, there isn't much we can do about it.
The second example where you can ignore quality score
is to do with new accounts and new keywords.
Every new keyword is assigned a quality score,
which is not reflective of its true quality score.
As a rule of thumb, I don't worry about any quality scores
until the keyword
has at least 1000 impressions and 100 clicks.
This way I can be certain
that the data I'm reviewing is indeed reliable.
It's important we don't get trigger happy too soon
after a few clicks and then go ahead
and make drastic changes.
The only time you want to act straight away is if the issue
is to do with a landing page,
as this issue simply won't go away.
The last example is bad blood.
I've seen tons of examples
in industries with bad reputations
that literally have a quality score glass ceiling.
Meaning no matter what you do,
it's really difficult to improve your quality score.
Some of these industries are pharmaceutical,
financial, the legal industry,
and literally any other industry
that has a very high cost per click.
A lot of these industries have gotten a bad reputation
with Google after loads of advertisers
send traffic to shady or untrustworthy websites.
As a result, Google adopted a guilty
until proven innocent mentality
with these specific industries.
We've ran into this issue a few times
where no matter what we did,
we couldn't get the quality score above five.
We persisted and eventually in the long run,
we managed to improve it over time.
If you suspect something like this
is happening in your account, you can always reach out
to a Google rep and ask them to look into this further.
If you'll see in a lot of low quality scores,
but your ads are averaging in the top three positions,
then it's very likely that this is happening to you.
Don't worry about it too much as it's most likely
happening to all of your competitors as well,
which is why these industries
can be very competitive to enter, due to the high CPCs.
If you are operating in one of these industries,
then try not to worry about it and keep clocking along
and you'll eventually get there.
Just be mentally prepared to be in it for the long run.