Does Adding Conversion Tracking to Websites Decrease Quality Scores?

market motive quality scoresFrom the Market Motive Forums: Trying to Determine Why Quality Scores Went Down

Quality scores are critical to an AdWords account as they influence the rank and cost-per-click (CPC) of ads. I recently fielded a great question in our member’s only forum regarding the decrease of quality scores and if this happened due to adding conversion tracking to a website.

A student had an AdGroup with solid overall quality scores of 7+. There was even one term that had a perfect 10 out of 10 score. When conversion tracking was added to the website, there was a dramatic decrease in quality scores on that very same day.

So what’s the deal?

The good news is that there’s no correlation between conversion tracking codes and quality scores.

The term that had the perfect 10/10 score had under 1,000 impressions; therefore, it’s pretty common for words to jump around in quality score a bit until the click-through rate (CTR) stabilizes and the impressions are roughly over 2,000.

Go to Google AdWords and hover over the quality score details for a particular term. If the issue has nothing to do with the landing page, then the best way to increase your quality score again is to do ad testing for the CTR.

However, there is something important to note for a non-branded word: 10s are not always possible, and 7s are actually great numbers.

If there isn’t a large change to CPC or position, then everything is in good shape, and this isn’t something to obsess about. If the position drops or CPCs go up, look at the quality score details and either test the landing page or test ads.

Along with award winning training courses and weekly live webinars, our members find guidance and insight every day in the Market Motive forums. This post is based on a student/faculty exchange, and we invite members to join the conversation.

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