Rarely shown due to low Quality Score: how to fix it.

Where it shows: in the Status column of the keywords table.

• Ads in the group do not use the words people search for.
• The landing page is slow, generic or does not mention what the keyword asks for.
• The keyword sits in a group with many unrelated keywords, so no ad fits all of them.
• People rarely click ads for this keyword, so expected click-through rate is low.

1. Add the Quality Score, Expected CTR, Ad relevance and Landing page experience columns to the keyword table.
2. Find which of the three parts is Below average. Fix that one first.
3. For ad relevance, move the keyword to a tighter group and write an ad that answers it.
4. For landing page experience, send the click to a page about that exact thing, and make it load fast on a phone.
5. If the keyword does not fit what you sell, pause it.

Quality Score updates as new auctions come in, so changes show over days or weeks, not hours.

A higher score lowers the price of each click and lets the keyword show again, often without raising the bid.

Build ad groups around one theme each, with ads that repeat the words of their keywords.

When you change the site, check that pages with ads behind them still load fast on a phone and still talk about what the keyword asks for.

Oppy runs these every week, so the status is found early.

• Quality Score on the non-brand side: Quality Score on non-brand keywords only.
• Quality Score parts below average on the keywords that spend: The three Quality Score parts (expected CTR, ad relevance, landing page experience) below average on the keywords that carry the spend, once they have enough impressions to grade.

• Quality Score
• Expected click-through rate
• Landing page experience