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An advertiser wants to increase the Quality Score of a low–performing keyword. Which approach would you recommend?
A) Delete the keyword and use Keyword Planner to find more relevant keywords
B) Delete the keyword and add a synonym of the keyword to the campaign
C) Set an ad group bid adjustment of +20% for that keyword
D) Modify the ad associated with that keyword to direct to a highly-relevant landing page
Explanations:
Quality Score is an estimate of the quality of your ads, keywords, and landing pages. Higher quality ads can lead to lower prices and better ad positions. You can see your Quality Score (Quality Score is reported on a 1-10 scale and its components (expected clickthrough rate, ad relevance, and landing page experience) in your keywords’ “Status” column. The more relevant your ads and landing pages are to the user, the more likely it is that you'll see higher Quality Scores. Quality Score is an aggregated estimate of your overall performance in ad auctions, and is not used at auction time to determine Ad Rank
It’s time to identify poor-performing keywords and make them work harder for you. You’ll want to improve the relevance of your keywords to help boost their Quality Scores, or modify the match type for ones that aren’t helping you meet your advertising goals, or delete duplicate keywords in your account. You can also filter your performance data to find low-performing keywords.
Read more here: https://support.google.com/adwords/answer/2453976?hl=en
