Relevance has it’s place. But both the new Google Video and other recent disclosures make clear that CTR drives quality score. You will not have meaningful impact getting your keywords into your text-ads, grouping keywords in better ways, and many of the other tactics getting over-hyped in some quarters. Relevance plays a supporting role, as does landing page to an even lesser degree, but both are trumped and trounced by CTR. Get great CTRs and you’ll get great QS’s. There is no other route.
Interesting statement here.
Kurt, I gather this is what you were getting at in your post to Kristina?
It makes sense that CTR (the most measurable form of relevance) plays
the largest role in Quality Score. I had a suspicion about this, and its nice
to see a little documentation backing it up.
Thanks for sharing this. It helps clear up the "Google Fog" a bit. I have seen
this affect my own QS's. The keywords which have 8-9% CTR's typically get
bumped up to an 8 QS, and I think I even had a 9 once! No changes in ad
text or landing page copy.