If a keyword is marked ‘Rarely shown (low Quality Score)’, it means its Quality Score is likely to be low, which it may affect the number of impressions and the cost per click.
On a scale 1-10, you should aim for a Quality Score of 7 or higher.
Many different factors determine your Quality Score, and it is also possible for a keyword to have a low Quality Score but nevertheless still perform well.
Your Quality Score may not always reflect your goals/conversions, and it may just be used as a performance indicator.
The Quality Score most important factors are:
CTR (Click through rate).
Landing page experience.
Check your Quality Score
Keywords > COLUMNS > Modify Columns > Quality Score.
Check all columns: Quality Score | Ad relevance | Exp. CTR | Landing Page exp. | Ad relevance (hist.) | Landing page exp (hist.) | Exp. CRT (hist.) and Quality Score (hist.).
Quality Score analysis
In this example, a keyword has a low Quality Score, 3/10.
The Landing page experience is ‘Average’ and it does not need changes.
However, Exp. CTR (Click through rate) and Ad relevance are ‘Below average’ and need immediate attention.
Exp CTR (Expected click through rate)
If a keyword is not on the first page, its Exp. CTR status is likely to be ‘Below average’.
On average, ads that appear on the first page or above the search results get substantially more clicks than ads that appear on other search results pages.
Normally, the Exp. CTR ‘Below average’ status indicates the ad text may not closely relate or match the keyword.
Ad relevance measures how closely your keyword matches the message in your ads.
A ‘Below average’ status indicates:
The ads may be too generic and not specific to what users are searching for.
The keyword may not be relevant to the products and services offered.
The keyword or ads are not targeted to the relevant audiences.
Improve Ad relevance
Always include relevant keywords in your ad copy.
Include Ad extensions to your ads. Ad extensions are not a direct part of the Quality Score, but they add an extra layer of information about your business to improve your CTR (Click through rate, one main component of the Quality Score.
Landing page exp (Experience)
The Landing page experience estimates how clear, relevant and useful your landing page is.
It is important that your landing page’s content matches the user’s searches, and your page is easy to navigate and it loads quickly.
Your landing page should provide a good experience to users who clicked your ad so they can find what they are looking for.
Filter your ‘Rarely shown (low Quality Score)’ keywords.
– Keywords > Add filter > Status > Limited > ‘Rarely shown (low Quality Score)’.
In this example, a keyword is marked ‘Rarely shown (low Quality Score)’.
However, if this keyword’s cost and cost per conversion in comparison with other keywords in the account are good, it should not be deleted despite its ‘Rarely shown (low Quality Score)’ status.
ROI (Return on Investment)
– Your ROI (Return on Investment) should be your primary goal and if your keywords are profitable, despite a ‘Rarely shown (low Quality Score)’ status, keep them.
– If your keywords marked ‘Rarely shown (low Quality Score)’ are important and relevant to your business but are not converting, keep these, but optimise their Quality Score.
A keyword match type can affect your Quality Score and CTR (Click through rate), and as a result, marked as ‘Rarely shown (low Quality Score)’. If your keywords are too broad and generic, change their match type from broad to phrase or exact match.
Extract from my Book ‘Making Google Ads Work’.