🔥 Quality Score
QS is driven by Ad Relevance, Expected CTR, and Landing Page Experience.
- Tightening keyword → ad → landing page alignment
- Writing intent-specific ad copy
- Improving LPX with UX team (page speed, mobile UX, relevance)
- Removing keywords hurting CTR
- Lowering bounce rate through LP testing
- Adding high-intent negatives to improve expected CTR.”
🔥 How do you manage a large-scale search account daily?
Every day I run the account using an algorithmic routine:
- Auction checks – Ad Rank, IS, rank drops
- Efficiency filters – identify non-converting queries/keywords
- Bid architecture – adjust Target ROAS or CV based on volume goals
- Query mining – add incremental keywords that show strong product-to-query alignment
- LPX audits – identify pages hurting Quality Score
- Performance stabilization – ensure signals (conversions, budgets, seasonality) are consistent for Smart Bidding.
🔥 Impression Share Diagnostic Framework
Lost IS (Rank) means:
- Low bids
- Low QS
- Competition increased
- Ad Rank issues
How you respond:
- Increase bid or loosen TROAS
- Improve QS components
- Tighten match types
- Improve LPX
🔥 How do you improve LS (Search Lost IS) Rank?
- Increase bids
- Lower TROAS
- Improve QS
- Reduce fragmentation
- Improve LPX
🔥 Traffic Purification Loop
- Identify bad queries/keywords
- Low CTR → relevance issue
- High CPC + low value → cost pressure
- Low expected CTR → hurting QS
- Conversions < threshold
- Pause / lower bids
- Monitor recovery signs
- Quality Score improvement
- CTR improvements
- ROAS improvement
- Reinstate with small budgets
- Scale if stable
🔥 RCA (Root Cause Analysis) framework
Step 1: Identify the symptom
- ROAS drop
- CPC spike
- Click drop
- Conversion drop
- IS loss
- QS drop
Step 2: Check auction metrics
- CPC
- IS Lost Rank
- Ad Rank
- Top vs Absolute Impression Share
- Overlap rate with competitors
Step 3: Check user-level metrics
- CTR
- CVR
- Bounce rate
- Device segmentation
- Audience segmentation
Step 4: Check platform-side factors
- Bid strategy learning
- Conversion signal delays
- Budget limits
- LPX issues
Step 5: Implement a corrective action
- Adjust bids
- Improve ads
- Add negatives
- Update landing page
- Adjust TROAS
- Expand keywords
🔥 What is Keyword Intent Mapping?
Aligning queries to correct match types and campaigns based on intent level:
- High-intent → exact match
- Mid-intent → phrase
- Discovery → broad
This increases QS, improves control, and strengthens ad relevance.”
🔥 How do you ensure Smart Bidding stability?
- Single source of truth conversion
- No conflicting bid changes
- Stable budgets
- Long-enough learning windows
- Consistent campaign signals
- No over-fragmentation
🔥 Smart Bidding
Target ROAS (TROAS)
- When to loosen (to increase volume)
- When to tighten (to improve efficiency)
- Why TROAS needs consistent signals
- Importance of conversion lag analysis
Maximize Conversions / Conversion Value
- Used for scaling during budget-free environments
- Best for early learning or rapid share acquisition
Key phrase to use:
“Smart Bidding only works if you maintain signal purity. My job is to protect the algorithm from noise.”
🔥Deep Auction-Level Explanation
1️⃣ Maximize Conversions (or Max Conversion Value)
Best when the goal is:
- Maximum traffic & reach
- Enter more auctions
- Win impressions aggressively
- Collect signals quickly
- Launch new campaigns/products
Why it works well in auctions:
- It removes efficiency constraints
- Algorithm bids more aggressively
- You get higher impression share
- Good for unstable environments with low data
- Smart Bidding tries to maximize clicks/conversions within your budget
Downside:
- CPC increases
- ROAS becomes unpredictable
- Not suitable for mature accounts
2️⃣ Target ROAS (tROAS)
Best when the goal is:
- Efficiency
- Maintaining profitable auctions
- Defending ROAS
- Controlling expensive keywords
- Running large-scale accounts with stable conversion data
Why it works best in auctions for profitability:
- Algorithm bids only when predicted value ≥ ROAS threshold
- Eliminates low-value auction entries
- CPC is controlled more tightly
- Search Lost IS (Rank) may increase (because you're selective), but ROAS improves
- Works extremely well in stable, high-volume campaigns
Downside:
- Restricts volume
- Sometimes avoids competitive auctions
- Requires strong, consistent conversion signal density
- Not ideal for new keywords or new markets
🔥How Google’s Auction Reacts to Each Strategy
 🔥 How do you balance volume vs ROAS in TROAS bidding?“Loosen TROAS when I need more volume. Tighten TROAS when efficiency is dropping. But I never change TROAS too frequently — I allow enough conversion cycles for stabilization.” 🔥 How do you diagnose a sudden drop in ROAS?
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