Google is rolling out several improvements to Quality Score reporting this week that make it easier for you to get more visibility into these scores.
About Quality Score
For those who aren’t familiar with AdWords, Quality Score is a vital element of any successful advertising campaign. Per Google, Quality Score is intended to give you a general sense of the quality of your ads. The 1-10 Quality Score reported for each keyword in the account is an estimate of the quality of the ads and landing pages triggered by them.
The three factors that determine your Quality Score are:
- Expected Clickthrough Rate
- Ad Relevance
- Landing Page Experience
So, if you optimize your campaigns to accomplish a higher Quality Score, Google sees your ad and landing page as relevant and useful for the person looking at your ad. This can translate to lower CPCs and increased return on ad spend.
New status columns for Quality Score
To save you time and help you make more informed decisions, Google is adding three new optional status columns to the Keywords tab for “Exp. CTR,” “Ad Relevance” and “Landing Page Exper.” Simply add these columns to your keyword reports to get a comprehensive snapshot of your keywords’ current scores.
History lessons in keyword quality
View historical Quality Score, and its components, for all of your keywords to understand how they’ve changed over time. This data will be available via four new columns: “Qual. Score (hist.),” “Landing page exper. (hist.),” “Ad relevance (hist.)” and “Exp. CTR (hist.).”
*image via Google
There are two important things to know about these columns:
- They reflect the last known score for the date range you selected. Note that historical data won’t be available for dates earlier than January 22, 2016.
- If you apply the “Day” segment to your Keyword reports, these columns will show daily values that reflect what your scores were at the end of each day.
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