Google Rolled Out New & Improved Quality Score Reporting

Effective ads connect people with the content that’s most appropriate to them, right when they’re looking for it. In AdWords, you can assess how relevant your keywords, ads, and landing pages are by evaluating Quality Score and its components: expected clickthrough rate, ad relevance and landing page experience through the keyword status bubble. However, it was needed to have a solution to review them at scale and easily share them. 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. 

With this change, you can now 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.).” This will help you to know how changes to your account, like ad optimization, impact Quality Score. 

7 new columns for QS components are now available in keyword reporting

Note that historical data won’t be available for dates earlier than January 22, 2016.

Updated Keyword report with historical Quality Score segmented by day

let’s take a look at the example report above, which is segmented by day. Let’s say it’s Feb. 10 and you want to see what the Quality Score was for your keyword “Oranges” from Feb. 3 to Feb. 8.

• First, notice the current Quality Score in the “Qual. Score” column, 3/10. This column will always show the current Quality Score, regardless of the date you’re reporting on.

• Next, you’ll see the new “Quality Scores (hist.)” column shows the last known Quality Score for the reporting period, 4/10, as well as the historical score for each day within that period.

• When there aren’t enough impressions or clicks to accurately determine a keyword’s Quality Score, like on Feb. 7 and Feb. 8, you’ll see a null Quality Score (“—”).