การติดตามผล Quality Score

Monitoring Your Quality Score

เพราะว่าการเปลี่ยนแปลงเป็นธรรมชาติของ Internet ไม่มีอะไรแน่นอน ดังนั้น keywords และ Quality Scores จึงสามารถเปลี่ยนแปลงได้เสมอ จึงเป็นเหตุผลที่ดีที่เราจะทำการปรับปรุงคุณภาพของ QS อยู่เสมอๆ

To analyze your account performance quickly, use the following resources:

  • Keyword Analysis page: Check the Keyword Analysis field to see if your keyword is triggering ads and for a breakdown of its Quality Score. To launch the Keyword Analysis field, click the icon in the "Status" column next to any keyword.

  • Keyword Status: View the "Status" column on the "Keywords" tab of your Ad Group Details page. Your keyword status indicates whether or not your keyword is triggering ads on search results pages. Here's the breakdown:

    • Eligible: These keywords are eligible to trigger ads.
    • Disapproved: These keywords don't comply with our Editorial Guidelines or Content Policy and won't trigger ads until you correct the problem.
    • Paused/Deleted: These are keywords you've paused or deleted. They won't enter the ad auction and therefore won't trigger your ads.
    • Low search volume: These keywords are suspended because they're associated with very little search traffic on Google properties. They'll be reactivated if we find they could start delivering traffic. Learn more.
    • Below first page bid: These keywords' bids are below the first page bid estimate, meaning that they likely aren't triggering ads on the first page of search results. The first page bid estimate will show as long as your keyword exceeds a minimum Quality Score threshold.
    • Low Quality Score: These keywords have very low Quality Scores, which means they're not likely to trigger ads.

    To learn how to enable a keyword that isn't running, visit the Keyword Status troubleshooting topic.

  • CTR Column: View the "CTR" column on your ad group tab or campaigns tab to see how well an ad group or campaign is performing. The higher the click-through rate (CTR), the better the ad group or campaign is probably doing.

    On the ad group level, CTR is broken out in rows by search and the Display Network. In general, a CTR over 1% on Google is very good.

    CTR on the Display Network is typically much lower and is relative based on the Display Network placement. For example, if the average CTR for an ad on a particular website is 0.01%, but the CTR for your ad on that site is 0.05%, you're doing great.

    For more in-depth performance tracking, we suggest that you set up conversion tracking or Google Analytics.

    Try it Now: Keyword Analysis

    The Keyword Analysis field tells you if a particular keyword is triggering ads, in addition to the reason why it may not be triggering ads. The field also provides a breakdown of the keyword's Quality Score.

    To view the Keyword Analysis field for any keyword, follow these steps:

    1. Sign in to your AdWords account at https://adwords.google.com
    2. Click a campaign.
    3. Click an ad group.
    4. Select the Keywords tab.
    5. Click the icon in the Status column next to any keyword.
    Questions to consider:
    1. Why is it imperative that your landing page works in conjunction with your ad text?
    2. How might confusing landing pages discourage your site visitors from taking actions on your site?
    3. How does relevant and original content contribute to landing page quality?

    Improving Your Quality Score

    To ensure the best value from your AdWords advertising, we recommend reviewing your Quality Scores frequently and, when they're low, working to improve them. Here are a few tips to improve Quality Score:

    I. Create tightly themed ad groups

    If you only take one of these suggestions, take this one: Each of your ad groups should advertise a single product or service. An ideal ad group has a handful of similar keywords and a few relevant ads. This way, an extremely targeted ad shows each time a user searches on one of your keywords.

    For instance, if you sell a variety of teas, you'd want to create one ad group for green tea, one for black tea, etc. Even better, create different ad groups for each brand of green and black tea that you sell.

    Review example ad groups advertising a single product/service and multiple products/services.

    II. Target appropriate locations and languages

    For each campaign, you can choose to target your ads to particular languages and locations (plus choose your budget and other settings). Be sure to target only the languages and locations that are relevant for your business. For example, if you ship your products to locations within a certain distance of your business, target the country, territory, region, or city related to the area, instead of to "All Countries."

    III. Write descriptive ads

    Clearly describe your product or service in your ad text, emphasizing what makes your product or service unique: Life-time warranties? Low prices? Include a call-to-action such as "Sell," "Order," "Browse," "Sign up," and "Get a Quote."

    Finally, make sure your ad links to the most relevant page on your site. For instance, if your ad is for green tea, link to the page showing all the brands of green tea that you sell, not to your site's homepage.

    IV. Evaluate your site design

    Take a close look at your site's overall layout and functionality. Sites that are attractive, easy to navigate, and informative tend to be more profitable and get higher landing page quality scores. Use the tips outlined in our Landing Page Quality lesson to enhance your site. You might also consider using Google Analytics and Website Optimizer to get a better idea of how well your site is working.

    For more tips on improving Quality Score, visit Lesson 12: Optimizing Performance

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