Improve Quality Score with Advanced Techniques
Posted: Thu Dec 05, 2024 7:39 am
Quality score is the key to a cost-effective search advertising campaign and maximizing return on ad spend (ROAS). Unfortunately, for such an important metric, the Google Ads UI is very limited in the data that it provides and the tracking options available.
Why is Quality Score Important?
Quality score is a rating based on how relevant your ads and landing pages are to your keywords. Google uses quality score along with other factors like your bid and ad extension data to determine ad rank.
A boost in quality score will result in one of the following:
Increase in average ad position.
Decrease in cost-per-click (CPC).
Both an increase in average ad position and a decrease in CPC.
Quality Score Components
Quality score is determined by three main factors: ad relevance, landing page experience, and expected click-through-rate (CTR).
1. Ad relevance
Estimates how closely the message in the ad copy matches the keywords within the ad group.
2. Landing page experience
Measures how relevant the content on the landing page is to the users search term, keywords, and ad copy.
3. Expected CTR
Uses historical data to measure how likely it is that your ad will be clicked when shown.
Tracking Quality Score
One of the most common complaints I hear about quality ig database score is that it’s difficult for advertisers to measure the effectiveness of their optimization efforts. This frustration is in large part due to the lack of options the Google Ads UI has available for tracking quality score.
You can check the quality score of keywords on a specific date, but what if you want to track the change in quality score over time?
In 2006, Martin Roettgerding developed a great script that gave advertisers the ability to track quality score on a daily basis. Developers at Clicteq then enhanced the script further by allowing advertisers to track the individual components of quality score over time.
With this script, you’ll gain valuable insight into whether or not your optimization efforts are paying off.
How to Implement the Quality Score Script
To get started, we first need a Google sheet to store the data.
Step 1:
Create a new Google sheet in a folder on your Google Drive.
Step 2:
Navigate to the Tools & Settings menu within the Google Ads account. Under Bulk Actions, select Scripts.
The 'Script' option in Bulk Actions.
Step 3:
Click the blue icon to add a new script to the account.
Step 4:
Download the script here.
Step 5:
Copy and paste the script into the account. You should end up with something that looks like this.
Screenshot of the Quality Score script.
Now we need to connect our script to the Google sheet we created.
Step 5:
Paste the URL of the Google sheet you created into line 17 of the script. When the script runs it will send the data to this Google sheet.
Screenshot of line 17 of the Quality Score script.
Step 6:
Click Run.
The script will run each day and update the Google sheet. Now, you’ll be able to track high-level quality score data as well as each component that makes up quality score on a daily basis.
Identifying Quality Score Problems
Investigating and fixing quality score issues can improve account performance and reduce your CPCs, but there are a few things to keep in mind when thinking about quality score.
If you build a strong account structure from the start with tightly themed ad groups and compelling ad copy that closely matches your keywords, quality score shouldn’t be a problem.
Your account goals should always reflect your business goals. Only spend time and capital on quality score if it will help you achieve your business goals.
Don’t obsess over quality score at the expense of other more important metrics.
Now that we got that out of the way, a great method to analyze quality score issues at the keyword level is to export a search keyword report and turn it into a quality score report by using some conditional formatting. Let’s get started!
Step 1:
Login to your Google Ads account and navigate down to the keyword level within the campaign and ad groups you want to analyze. Set the date range you’re interested in.
We only want to include the metrics we need for our quality score report.
Why is Quality Score Important?
Quality score is a rating based on how relevant your ads and landing pages are to your keywords. Google uses quality score along with other factors like your bid and ad extension data to determine ad rank.
A boost in quality score will result in one of the following:
Increase in average ad position.
Decrease in cost-per-click (CPC).
Both an increase in average ad position and a decrease in CPC.
Quality Score Components
Quality score is determined by three main factors: ad relevance, landing page experience, and expected click-through-rate (CTR).
1. Ad relevance
Estimates how closely the message in the ad copy matches the keywords within the ad group.
2. Landing page experience
Measures how relevant the content on the landing page is to the users search term, keywords, and ad copy.
3. Expected CTR
Uses historical data to measure how likely it is that your ad will be clicked when shown.
Tracking Quality Score
One of the most common complaints I hear about quality ig database score is that it’s difficult for advertisers to measure the effectiveness of their optimization efforts. This frustration is in large part due to the lack of options the Google Ads UI has available for tracking quality score.
You can check the quality score of keywords on a specific date, but what if you want to track the change in quality score over time?
In 2006, Martin Roettgerding developed a great script that gave advertisers the ability to track quality score on a daily basis. Developers at Clicteq then enhanced the script further by allowing advertisers to track the individual components of quality score over time.
With this script, you’ll gain valuable insight into whether or not your optimization efforts are paying off.
How to Implement the Quality Score Script
To get started, we first need a Google sheet to store the data.
Step 1:
Create a new Google sheet in a folder on your Google Drive.
Step 2:
Navigate to the Tools & Settings menu within the Google Ads account. Under Bulk Actions, select Scripts.
The 'Script' option in Bulk Actions.
Step 3:
Click the blue icon to add a new script to the account.
Step 4:
Download the script here.
Step 5:
Copy and paste the script into the account. You should end up with something that looks like this.
Screenshot of the Quality Score script.
Now we need to connect our script to the Google sheet we created.
Step 5:
Paste the URL of the Google sheet you created into line 17 of the script. When the script runs it will send the data to this Google sheet.
Screenshot of line 17 of the Quality Score script.
Step 6:
Click Run.
The script will run each day and update the Google sheet. Now, you’ll be able to track high-level quality score data as well as each component that makes up quality score on a daily basis.
Identifying Quality Score Problems
Investigating and fixing quality score issues can improve account performance and reduce your CPCs, but there are a few things to keep in mind when thinking about quality score.
If you build a strong account structure from the start with tightly themed ad groups and compelling ad copy that closely matches your keywords, quality score shouldn’t be a problem.
Your account goals should always reflect your business goals. Only spend time and capital on quality score if it will help you achieve your business goals.
Don’t obsess over quality score at the expense of other more important metrics.
Now that we got that out of the way, a great method to analyze quality score issues at the keyword level is to export a search keyword report and turn it into a quality score report by using some conditional formatting. Let’s get started!
Step 1:
Login to your Google Ads account and navigate down to the keyword level within the campaign and ad groups you want to analyze. Set the date range you’re interested in.
We only want to include the metrics we need for our quality score report.