Adwords Quality Score (QS):

This is technically a "reshare" from a while back.  Google released this handy white paper on their meaning and usage of quality score.  I get so many clients that are stuck on this number as a stand-alone metric.  That is not the intent of quality score.

My favorite point from the white paper is that QS is NOT a Key Performance Indicator (KPI).  It is simply a diagnostic tool.  It's great to look at, but always remember that your end goal is conversions at a profitable CPA.

Another key quote (that many debate) is on page 10!  There is no such thing as an ad group, campaign, or account level quality score! 

Enjoy and Share.

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