What is It?
The Quality Score (QS) is 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.
Why Use It?
With the Quality Score Tracker, you can:
Quickly identify if large portions of the account require optimization. The tool helps you monitor the overall health of your account by analyzing your keywords.
Track changes in Quality Score over time and understand whether your optimizations to keywords, ads, or landing pages are improving performance.
Understand the factors affecting your Quality Score by analyzing the three key components—Expected CTR, Ad Relevance, and Landing Page Experience—so you know exactly where to focus your optimization efforts.
Detect significant Quality Score changes across campaigns, ad groups, and keywords using the Top Movers view, allowing you to quickly investigate what caused the variation and take action.
How does it work?
The Quality Score Tracker records quality score on a daily basis and shows the results at the account, campaign, ad group, and keyword level. This QS 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 QS at the account level to see how your account is performing. It is also possible to see a trend for the QS 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.
When you connect a new Google Ads account to Optmyzr, the tool will be populated with Quality Score Data from the 1st day of the previous month.
Note: On this, there are 2 cases when you force refresh data in the tool.
If you force refresh the data within the first 7 days of the month, the Quality Score data will be fetched from the 1st of the previous month
If you force refresh the data after the first 7 days of the month, then the Quality Score data will be fetched from the 1st of the current month.
How to Get Started?
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
Select the date range you want to view QS data for. In case you wish to change the date range, you have to change the "end date" first.
Note: If you recently linked your account back to Optmyzr, or are having any issues with the date ranges available, you can click on the "Force refresh data" option in the bottom left to fetch the latest Quality score data for the account.
Understanding the Results
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: Represents the keyword spread for the first date of the date range.
Dark-colored bars: Represents 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, and Conversion Rate).
Ad Groups to Optimize:
This is a list of ad groups that will most benefit from a QS optimization. It helps you analyze which part of the account you should focus on first. The three components of QS will help you determine whether you need to improve keyword-ad relevance or optimize the landing page.
Impressions by Quality Score:
You can visualize which QS (from 1 to 10) has more impressions in your account.
Campaigns
The Campaigns tab lists the top 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 last day (QS New) as well as the change. It also includes the three components of QS.
Ad Groups
This tab displays the top ad groups by cost.
Keywords
This tab displays the top spending keywords in the account. You can also see other metrics like how the Quality Score changed, keywords, ad relevance, and more. You can also see the current status of the keyword.
Top Movers
The Top QS movers tab shows the Campaigns, Ad Groups, and Keywords that had the highest change in QS. It takes into consideration the following variations (according to the QS Change column):
Campaigns: 0.5
Ad Groups: 1
Keywords: 2
Use Cases
Identify Keywords That Are Lowering Your Account Quality Score
Problem: It can be difficult to quickly identify whether low-quality score keywords are affecting performance and increasing your costs.
Solution: Use the Keyword Spread and Quality Score Distribution sections in the Quality Score Tracker to see how your keywords are distributed across Quality Score values. This helps you quickly determine if a large portion of your keywords has a QS of 4 or below.
You can then navigate to the Keywords tab to identify the specific keywords responsible for the low scores and review their Expected CTR, Ad Relevance, and Landing Page Experience components.
Understand Why CPC Is Increasing in Your Campaigns
Problem: You notice that the average CPC for some campaigns is increasing, but it is not clear whether the change is caused by competition or by declining Quality Scores.
Solution: Use the Daily Trend graph to compare Quality Score with Avg. CPC over time. This helps you identify whether a drop in Quality Score corresponds with an increase in CPC.
If you identify a correlation, you can analyze the campaigns, ad groups, or keywords contributing to the decline by reviewing the Campaigns, Ad Groups, and Keywords tabs.
Demo Video