Quality Score Tracker - User Guide

The Quality Score Tracker calculates, tracks and stores the Quality Score (QS) on a daily basis at account, campaign, ad group, and keyword level.


What is Quality Score?

It's a value that Google uses to determine how relevant the keywords, ads and landing pages are to a user's query. It influences the position at which an ad shows, and how much you are paying per-click.


How does it work?

The QS Tracker records the QS on a daily basis, and it shows Quality Score at the account, campaign, ad group, and keyword level. The QS at the account, campaign and keyword level is weighted and is based on the number of impressions and traffic from Google Search on all devices. The higher the impressions, the more weight the keywords get.

You can see the Quality Score at the account level to see how your account is performing. It is also possible to see a trend for the Quality Score over time and compare any two statistics in the same chart. You can choose from Avg. CPC, QS, Impressions, Clicks, CTR, Conversions, Cost per Conversion, Conversion Rate, and Avg. Position. 


Why should you use it?

It helps track your QS and prioritize the campaigns and ad groups that will most benefit from a Quality Score optimization. It provides a list of ad groups that have a high cost and need to be optimized to improve QS. You can:

  • Analyze the general health of your account by seeing how many keywords are distributed by Quality Score. For example, if most keywords have a QS of 4 and below, the account might need to be optimized to improve QS across the board.
  • Measure the impact of optimizations on QS and overlay it with other statistics like Impressions, Clicks, CTR, Avg CPC, and Conversions among others. For example, if the average CPC of a keyword suddenly increases then is it because Quality Score dropped?
  • Identify campaigns that have a low QS and need immediate attention. Using the campaign level along with cost data will help you prioritize these campaigns.
  • Discover which ad groups are bringing down the overall campaign level QS and optimize them to improve ad text to keyword relevance, which will help increase the CTR and eventually the QS.
  • Historical Quality Score analysis is possible with the Quality Score Tracker. Unlike AdWords, where the keyword level quality score can be analyzed only on a daily basis, the Quality Score Tracker lets you analyze keywords and ad groups for variations in Quality Score over time.
  • The Top Movers tab gives you a list of campaigns, ad groups, and keywords that saw the highest drop in Quality Score during the selected date range.

How to use it?

  1. Go to the Quality Score Tracker page here.
  2. Select the Account, Campaign or Ad Group you want the system to take into consideration when displaying the QS data. The Campaigns and Ad Groups in the list are color-coded by QS and segregated accordingly:
    • Green indicates a high QS 
    • Yellow means a medium QS
    • Red means a low QS
  3. Select the date range you want to view Quality Score data for. In case you wish to change the date range, you have to change the "end date" first. The tool will only start storing the historical QS data from the moment you link your AdWords account to Optmyzr.

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Account Summary

Account Quality Score

This is specific to the last date selected in the date range. The table shows the progress of the QS from the selected start date (From) to the end date (To), including the highest and lowest QS recorded during the selected date range.


Quality Score Components

We look at the "Expected CTR Quality", "Ad Relevance", and "Landing Page Experience" for each keyword, and then take a weighted average by impressions.

  • Expected CTR Quality: Measures how likely it is that your ads will get clicked when shown for that keyword and takes into account historical performance.
  • Ad Relevance: Measures how closely related your keyword is to your ads.
  • Landing Page Experience: Estimates how relevant the landing page will be to people who click on your ad.

Keyword Spread

This displays the change in the keyword spread since the first day of the date range. The number mentioned at the top of the graph shows the total number of keywords with impressions on the last day of the date range

  • Light colored bars: Represent the keyword spread for the first date of the date range
  • Dark colored bars: Represent the keyword spread for the last date of the date range for all the QS values

Quality Score Distribution

Displays the QS distribution for the last day selected in the date range.

Daily Trend

This graph shows the trend and comparison for the two metrics selected from the drop down (like QS, Impressions, Average CPC, Clicks, Conversions, Cost per Conversion, Conversion Rate and Average Position).


Ad Groups to Optimize

This is a list of ad groups that will most benefit from a Quality Score optimization. It helps you analyze which part of the account you should focus on first. The three components of Quality Score will help you determine whether you need to improve keyword-ad relevance or optimize the landing page.

Impressions per Quality Score

You can visualize which QS (from 1 to 10) has more impressions in your account. 

 


Campaigns

The Campaigns tab lists the top 100 campaigns by cost in the account. You can select metrics from the drop-down and sort the data columns. It includes the QS for the first day (QS Old) and the last day (QS New) as well as the change. It also includes the three components of Quality Score.

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Ad Groups

This tab displays the top 100 ad groups by cost.

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Keywords

This tab displays the top spending keywords in the account. You can also see other metrics like how the Quality Score changed, keyword ad relevance and more.

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Top Movers

The Top QS movers tab shows the Campaigns, Ad Groups, and Keywords that had the highest change in Quality Score. It takes in consideration the following variations (according to the QS Change column):

  • Campaign: 0.5
  • Ad Group: 1
  • Campaign: 2

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Demo Video


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