I am in the the process of doing a complete restructuring of a client’s account. In the process of restructuring, in the Adwords Editor bulk sheet, I left one of our head keywords beginning with a upper case letter and it had a major affect on quality score.
A little background info on this keyword. In the original account structure it had a CTR of 4%, was one of our top 5 keywords in terms of clicks and impressions and is an extremely relevant keyword. (Think ‘flowers’ to Flowers.com)
When uploaded into Adwords I was initially shocked to see a quality score of 4 for this high volume keyword. I noticed I had accidentally left the first letter capitalized. When I changed the keyword from ‘Keyword one’ to ‘keyword one’ the quality score jumped up to 7.
From this we can see that Google considers ‘Keyword one’ and ‘keyword one’ as different keywords. And when switched to ‘keyword one’ it reverted back to the historic quality score.
The big issue I am curious about is why would there be such a drastic difference in QS just because one letter is upper case. Even without history and being seen as a new keyword the term ‘Flowers’ would have a decent QS when sending traffic to Flowers.com. Why would this not occur?
So is quality score case sensitive? What do you think?
Shout out to @ruthburr @HarrisNeifield @dbeltramini and @BryantGarvin for their input via Twitter.