Improving your landing page will not increase quality score
Having a low quality score can hurt the profitability of your Google AdWords pay per click campaign. If a landing page appears “Landing page quality: No Problems” in Google AdWords, changing will not help increase quality scores. Google basically sees landing pages as either good or bad and there are no varying degrees of good or bad.
Increasing conversion rates will not increase your quality score
Another common misconception associated with quality score in Google AdWords is that increasing your site’s conversion rates will increase quality score. This is not true. Your main focus should be on increasing click through rates and keyword relevance. If you are having trouble trying to figure out where to start I recommend creating a pivot table. You want to be able to compare each ad groups spend and real quality score. If you are not familiar with calculating real quality score use this formula:
(individual keyword quality score * individual keyword impressions)/ total ad group impressions
The goal is to see which ad groups are using the majority of your budget and have low quality scores. Be sure not to look at average quality score for the ad group because this can be skewed. Imagine one keyword has a quality score of 10, gets 100 impressions and 5 clicks and another keyword has a quality score of 4, gets 5,000 impressions and 100 clicks. Your average quality score for that ad group would be 7 which is okay but in reality there is an opportunity to improve this ad group.
Your ads can still get impressions even though your keywords are below first page bid
This was one of the first things I noticed when I began managing Google AdWords accounts. I was curious as to how I could be getting so many impressions considering my bid was “below first page bid”. The answer to this is your bid is most likely “below first page bid” in certain geographic areas. In areas where competition is fierce, bids are higher causing you to be pushed to the second page. Your ads still appear on page 1 of search results in geographic areas with less competition.