: Is there such a thing as overall account quality score in Google AdWords? I see this referenced sometimes by adwords-consultants and it's used as an argument to buy ads for your own brand.

@Heady270

When Google doesn't have enough information about a particular keyword, they estimate the quality score for it based on other factors including the quality score you have established for other keywords. This ends up being a kind of quality score for your entire account.

Their quality score help page makes some reference to this pratice:


To determine the auction-time quality components, we look at a number of different factors. By improving the following factors you can help improve the quality components of your Ad Rank:


...
Geographic performance: How successful your account has been in the regions you're targeting
...



Here is a relevant article that discusses the existence or non-existance of an account quality score. It says that Google has denied having such a metric in the past, but those denials may just be a matter of semantics.

I have personal experience with Google Adwords. A few years ago I was managing a multi-million dollar AdWords account with millions of keywords in it. It was actually a series of several accounts since each AdWords account has a keyword limit on it. Our AdWords representive at the time advised us to put our better performing keywords into a single account and use that account to get better prices on some other keywords for which Google was having to estimate the quality score.

A lot may have changed in the intervening years, but at the time, we took that as confirmation of some type of account level quality score.

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