The Quality Score is a scary concept and can easily make any of us simple minded fools confused. Google has been gracious enough to post some helpful hints about the Quality Score on a regular basis. The most recent post, "A few bad days of test performance will not ruin your Quality Scores" is...well..not very helpful.

Google is always preaching the concept of testing new data and constant optimization of campaigns. The fact is, how can you really have effective outcomes without a good amount of hard data?


In order to optimize your clients' accounts, we encourage you to run targeted
tests on your bids, creatives, and keywords. These small tests are a useful way
to measure the impact of changes before applying them more widely. You should
carefully track the performance of your experiments.

A few days is not enough. My rule of thumb: if the numbers are important enough, allow a low CTR AdGroup to run for no more than five business days (at a time) then immediately run an optimized campaign in full with the previous campaign on pause. This should ensure that the overall account CTR is good at the end of the month.

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