But in general, we don't focus too much on Quality Score as a metric. In our experience, if you have relevant keywords, which trigger relevant ads, which end up on relevant landing pages, your Quality Score will manage itself. In this case, our client's Quality Score was already good (his low was a seven), so we weren't entirely convinced that getting his score to eight or nine was going to make much of a difference. But he was adamant he wanted to try it, so we agreed. We reviewed its ads and landing pages and increased its bids to improve its click-through rate. After a month and a half (with a BIG increase in ad spend),
we saw an increase in sales. But at the same time, we saw a decrease in ROI year over year and no change in quality score. How useful was this exercise in the end? Not much. Granted, this may have contributed to the lifetime value of those customers, but it's hard jewelry retouching service to say for sure. Fortunately, it didn't take long to convince our client to shift their focus to other more relevant and informative metrics. It's easy to get fixated on one or two PPC metrics, to the detriment of the others. This is especially
true when the metric seems to encapsulate everything in one simple number. But if you run your PPC program based on one metric and one metric, you'll likely end up in the ditch. No one wants their PPC program to fail Of course, no one wants their paid search program to fail. And in some cases, you can do everything perfectly while struggling. But at the very least, you can improve your chances of success by not sabotaging your own efforts with these four PPC duds – guaranteed! The opinions expressed in this article are those of the guest author and not necessarily of Search Engine Land. Staff authors are listed here.