Optimize keywords with a low Quality Score appearing in the top positionsd
Low Quality Score, absolute top impression share and spend are the factors in this penalty.
Keywords with a low Quality Score delivering impressions at the absolute top of the results page could mean you are over-paying for clicks. The reason for this is that if there are competitors in the auction with above average quality scores, it will result in you paying over the odds to appear above them.
Downloading the report shows you the QS associated to each keyword, how often they have appeared in the absolute top position, and the related performance data.
There are a few ways to help resolve this issue:
- Add more ads into the ad group with potentially diverse landing pages in an attempt to increase your Quality Score. This will have the effect of reducing your CPC.
- Reduce bid. If the keyword is converting poorly and there is little room to improve your ads, then reducing your bid can reduce the penalty and improve the optimisation and efficiency of your account.
The score for this penalty is calculated by the amount spent on affected keywords as a percentage of overall spend.