What's the Effectiveness of Pushing Quality Score? (Non-Brand Term Analysis)

Quality Score, Impressions, Clicks, CPC, Position(Rank), CTR - You already knew the correlations, formulas and theories. Talk to client about them everyday, manipulating them to get what you want but do the golden rules work the same for brand term and non-brand term?



SCOPE OF ANALYSIS

• 7 accounts of well known companies
• Half year data
• More than 8000 Non-Brand Keywords
• Impr/Kw is the total impression of keyword of the QS divided by the total number of keyword of that QS
• Click/Kw is the total click of keyword of the QS divided by the total number of keyword of that QS

The purpose of "by keyword" is to show the ability of a single keyword if it reaches certain QS or position.

Every time I create analysis, there is hypothesis behind which I want to prove.
I want to know the effectiveness of pushing quality score. A more qualified showing of increment and impact, also if it varies according to different nature of keywords. This post is Non-Brand Term Analysis.

Let the graphs tell.

Analyze by QS

Keywords with QS 9 have the largest amount which lowing the impression and click per keyword. We can still see the trend, the higher the QS, the more impression that system deliver and also the more clicks from users.

Everything in this graph is normal and typical.

Analyze by Position

Position 2 got the highest impression and click per keyword instead of somewhere close to 1

It is not necessary that high position must have high QS. The result could be balanced out by CPC. Position does give a guarantee of CTR.