A big source of confusion regarding quality score, is that google
really has different meanings of "Quality Score".

For example, there's Adgroup Quality Score, which is used for
content targeting - since content targeting is at the adgroup
level, rather than the keyword level.

But the main Quality Scores are at the keyword level.

There are actually two different quality scores for keywords.
Google and others are a bit inconsistent in how they refer to
these.
And in many cases just act as if there's just one.

But there is an important distinction between the two.
I'll give my own specific names for these two, so we can keep
them straight:

1) Keyword minimum bid Quality Score
2) Keyword position Quality Score

I'll just refer to them as minimum bid QS and position QS from
here on out.

Minimum bid QS is what the "slap" is about.
There's a formula that Google uses to determine what minimum you
have to pay.
Sometimes these minimums aren't that high, so advertisers just
up their bid to the minimum, without thinking about it.

If you're upping your bid to get your ad shown, rather than to
get a higher position, then you're paying Google too much for
your clicks.

And to STOP paying too much for clicks, the remedy is to learn
my "Google Slap Secrets"


Position-QS is a different thing. (and also covered in Google
Slap Secrets).
It has a different formula (but taking in a lot of the same
factors as Minimum-bid-QS).
But it's all about the position of your ad in comparison to
competitors.

The first concern is to ensure that your position is high enough
for your ad to be seen on the first search results page.
(though in rare cases, for highly competitive keywords, people
make a point of being well-placed at the top or bottom of the
second page)

Beyond being seen on the first page, is to get in the most
profitable position on the page.
And that position will be completely dependent on your market,
your offer, your competition, your profit margin, among other
factors.

Basically you have a sweet spot (or really a range of positions)
that works for you.
But you want to minimize what you pay to be in that sweet spot.

Of course getting a good clickthrough rate is a very important
thing.
But there's a nuance to how CTR factors in, that most people
(even experienced Adworders) don't know about.

And beyond CTR, there are a couple other factors that most
people miss.
One is hard to do much about.
The other is EASY to do something about - to help you pay less
for clicks.

Want to know the missing pieces?

Get "Google Slap Secrets" to find out what you're missing


Stop paying too much for your traffic!


-Darrell