Let me introduce you to unrecognized factors that indirectly affect your Quality Score. They’re one step back from Quality Score because instead they influence the variables that are used in the Quality Score calculation.

Why bother getting to know them? Well, once you’ve improved the main Quality Score contributors (discussed in previous articles in this series), you should be looking for more ways to be competitive.

These indirect influences are well worth mastering, not just for the sake of Quality Score but to improve your conversions and reduce your costs.

Dynamic Keyword Insertion

Dynamic keyword insertion (DKI) is a great tool you can use to achieve greater relevance in your ads. Greater relevancy translates to a higher click-through-rate, which is a vital ingredient of keyword Quality Score.

Now let’s get one thing straight. DKI does not directly increase or reduce your Quality Score. This is a myth.

The foundation of high Quality Scoring campaigns is a super strong link between your keywords, ads and landing pages. The more relevant your ads, the higher the click-through rate you will achieve. DKI is simply a valuable tool you’ll use to serve up relevant search results, thereby improving your CTRs which flows onto Quality Score.

Keep in mind that DKI is a tool, and you can use it effectively or abuse it.

Don’t pack your ad groups with so many keywords that you can only create targeted ads per keyword by abusing DKI. If you do that, then you’re just using it as a crutch and this will probably be reflected in your Quality Score.

To use it effectively, keep in mind the principles of creating targeted, relevant campaigns. Then use DKI to help you achieve this faster. Let’s look at the below example:


If you’re marketing a variety of giftware, you may use DKI to cover the volume. Your ad may look something like this:

Get {Keyword:Alt text} Here
Huge Range of {Keyword:Alt text}
Great for all ages. Buy Now!

If your list of products/keywords includes the following:

  • Christmas Hampers
  • Gift Hampers
  • Children’s toys
  • Educational games
  • Crystal giftware
  • Perfume gift packs

then DKI is not being used effectively. Yes, each keyword is being inserted into your ad text, however the ad is not suited for all your keywords. Even with DKI, this is still more of a shotgun approach and won’t fool your audience.

From here, you’d need to restructure your campaign, create focused ad groups and write targeted ad copy – based on strong keyword research of course. There’s just no compromising here.

However, when you combine DKI with the above process, you’ll be launching high volume, highly relevant campaigns in a fraction of the time.

SpeedPPC gives your DKI an added advantage with a unique and sophisticated method of dynamic insertion. In comparison to regular search engine DKI, with SpeedPPC you have complete control over what search terms are inserted in your ad and landing page copy.

Using the SpeedPPC token key method makes it even quicker to create quality PPC campaigns by automatically inserting the most relevant keywords in your ads and landing pages.

So you don’t have to worry about creating the perfect campaign structure. It’s all done for you.

Negative Keywords and Match types

At first glance, you may wonder what negative keywords and match types have to do with your Quality Score. Plenty actually!

Once again, relevancy is the key. We know how much click through rate impacts Quality Score. Negative keywords and match types both contribute to relevancy and click through rate.

To explain further:

When you use negative keywords, you exclude search queries that you know are not relevant. Your ad doesn’t show so you’re reducing useless impressions. Because your click through rate is a ratio of clicks to ad impressions, you’re way ahead on improving your click through rate.

You’re basically making your ad impressions count. Your click-through rate doesn’t suffer because your ads aren’t showing on unrelated searches.

Using match types further focuses your relevancy to users’ searches. It allows you to match your ads more precisely to a search query and attract visitors that are actually searching for your product. The better targeting again improves your click through rate, Quality Score and bid cost (usually not as competitively priced as broad matched keywords).


I was searching for a Motorola Q9 phone, and an ad appeared for a health store selling Co-enzyme Q10 capsules. They were obviously bidding on a product term, and possibly catering for searchers of Q9 capsules. However, by adding negative keywords for Motorola, phone, etc they could have excluded my unrelated search (and probably a few others).

Negative Keyword Example

By now you’ve probably realized that negative keywords and match types have almost as big an impact on your click through rate as your actual ad copy.

They’re both essential in getting your ads in front of the right people.

So protect your click through rate by using negative keywords and match types, because click through rate does have a direct impact on your Quality Score.

Consider also, Quality Score is not the only one to benefit here. By using better refined match types and cutting out the non-converting clicks you’re saving yourself a heap of dollars that you can throw at higher quality traffic.

Account Quality Score

Your Account Quality Score is an overall summary of your keyword Quality Scores.

More importantly, when you introduce new search terms where there is little historical data, your Account Quality Score is a deciding factor on how much your minimum bids are. The better your Account Quality Score, the lower your minimum bid prices.

If your Account Quality Score has historically been Poor, then you could get hit with higher bid costs to get new keywords active.

As a pro-active PPC marketer that frequently tries out new search terms, you’ll want the huge savings you’ll accumulate from lower starting bids.

Keyword Quality Score and Account Quality Score are linked and interdependent.

Your individual Keyword Quality Scores contribute to your Account Quality Score.

Your Account Quality Score impacts all your individual Keyword Quality Scores.

So while you can’t actually see your Account Quality Score, understand it’s importance and how your individual Quality Scores influence it.

Account Keyword Quality Score

Don’t make the mistake of leaving poor performing keywords in your account thinking they’re not costing you anything. The flow-on effect is actually costing you.

Here’s how.

  • Poorly performing keywords pull down your click-through rates and consequently both your Keyword and Account Quality Scores.
  • The outcome is higher minimum bid costs across all keywords in your account.
  • Optimizing your campaigns is not just about finding new keywords and testing new ads. You also need to discard what isn’t working.
  • Don’t let the poor performers rot away in your campaigns. You may not see the dollar cost of it in the Average CPC column, but you can be sure you are paying the price for it.
  • Diagnosing high minimum bid prices is clearer when you understand your keyword Quality Score. You’ll find it far cheaper to raise your Quality Score rather than hiking up your bids.
  • I hope this series has helped you understand the direct and indirect factors contributing to Quality Score. Your Quality Score is certainly within your control.
  • Now you should look at your PPC campaigns with fresh eyes. Identify which Quality Score factors need improvement. Then plan a strategy for improving each area. Finally, make time to measure the effect on performance.
  • This process will cost you far less than the time and money you’ll gain from it.