One of the most important pieces of information provided by AdWords in order to help us create relevant and effective ads, landing pages and choose the proper keywords is that vital piece of information referred to as the Quality Score (QS). This score is a significant component of Ad Rank, which is how Google determines the position in which your ad appears on the search results page. The better or higher the position of ads on the first page of the search results, the more likely it is for an ad to be seen and clicked on. On the other hand, if our ads receive a low QS, this can result in higher bids when attempting to get our ads at a higher position. Consequently, a low QS may have a negative effect on our Return-On-Investment (ROI).
The Quality Score rating is between 1-10. Each keyword receives a QS based on an estimate of the quality of your ads and the landing pages. There are three factors which determine your Quality Score: (1) Expected clickthrough rate (CTR), (2) Ad relevance and (3) Landing page experience. Consequently, being awarded a high QS means that Google considers your ad and landing page relevant and useful to someone looking at your ad.
Prior to May 15th, we were able to receive information via a floating bubble in the status column of the Keywords tab. The information included the Quality score out of 10, with 10 being the best, and whether your keyword was above or below average with respect to CTR, ad relevance, and landing page experience.
In order to provide us with easy access to QS information and “a comprehensive snapshot of [our] keywords’ current scores”, AdWords has added three new optional status columns to the Keywords tab for “Exp. CTR,” “Ad Relevance” and “Landing Page Exper.” It didn’t stop there though, it also added four new historical Quality Score columns (“Qual. Score (hist.),” “Landing page exper. (hist.),” “Ad relevance (hist.)” and “Exp. CTR (hist.)”) to help us understand how our QS has changed over time. These new columns will enable us to gain a better understanding of how ad and landing page optimizations are impacting QS and ultimately everything from our Cost-Per-Click to Click-Through and Conversion Rates.
There are three important things to keep in mind about the information provided in these columns. The first is that they reflect the last known score for the date range you select. The second is that historical data won’t be available for dates earlier than January 22, 2016. Finally, by applying 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.
To help us understand what this looks like, Google provided the example report below, which is segmented by day. Assuming it’s Feb. 10 and we want to see what the Quality Score was for our keyword “Oranges” from Feb. 3 to Feb. 8.
The current Quality Score is found in the “Qual. Score” column, 3/10. This column will always show the current QS, regardless of the date you’re reporting on. Next to the current QS, is the “Quality Scores (hist.)” column which shows the last known Quality Score for the reporting period, 4/10, as well as the historical score for each day within that period. Please, note that when there aren’t enough impressions or clicks to accurately determine a keyword’s QS like on Feb. 7 and Feb. 8, you’ll see a null Quality Score (“—”).
Given the significance of being able to keep accurate records of our QSs, this AdWords development in QS reporting will enable us to manage our keywords and ads more effectively for better results. The new QS information will make it simpler and faster for us to identify accurately specific areas within our account where we need to improve therefore saving us time and money!
If you would like more information about this topic, you can read the official announcement posted on Google Inside Adwords, Google’s official blog for news, tips and information on AdWords.