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A recent blog post on the Israel version of Inside Adwords blog by Google could have hinted at some changes to how we get access to Quality Score reporting metrics in the Adwords UI.

What could be changing? What does this mean for you? We explore the hubbub and leave you with some actionable insight.


The hubbub

Search Engine Land – here you can find the news as it was first reported

Google+ – more details about the original post


What could be changing?

More Quality Score reporting metrics in Adwords

7 New Reporting Columns

According to sources at Search Engine Land, there was a short lived post from Google in Israel that shows extra reporting columns to make Quality Score reporting much more useful.

New Menu for Quality Score Metrics. Credit: Search Engine Land

At the moment, we have access to;

  • Landing Page Experience
  • Ad Relevance
  • Expected CTR

However it’s currently quite difficult to analyse as it’s only available in the Adwords UI by hovering over at keyword level.

We may soon be able to get access to the above through reporting columns so we can segment and download the data into Excel.

As well as this, it looks like we may also get access to historic Quality Score information through the following columns;

  • Quality Score (Historic)
  • Ad Relevance (Historic)
  • Landing Page Experience (Historic)
  • Expected Click Through Rate (Historic)

What does this mean?

Easy Access to more insight = Winner!

This means that we will be able to get easier access to Quality Score metrics via the Adwords UI. This will allow advertisers to make better data driven decisions when it comes to improving Quality Scores.

Access to Historical Quality Score metrics

If this update comes into fruition, advertisers all around will be happier than this pig in the wind…

The blog indicates that we could get access to historical performance at keyword level.

To see this, you’ll need to select a date range and segment your data by Time > Day. This level of insight is a significant change for those looking to understand Quality Scores over time.

Credit: Search Engine Land

Actionable Insight – You’ll be able to better understand if changes are impacting Quality Scores

By using a combination of all of the above, you’ll be able to get a better understanding of what you need to optimise and the impact on your Quality Score.

For example, if you download a report looking at ‘Ad Relevance (hist.)’ versus ‘Quality Score (hist.)’ you’ll be able to map Ad Copy changes that have been made directly to it’s impact on Quality Scores. So if your Ad Relevance is ‘Low Relevance’ (and Landing Page and Expected CTR are ‘Above Avergae’) and you see that your Quality Scores are low, you can then make the decision to amend Ad Copy to improve your results.


What can you do?

Keep checking Adwords to see if anything changes in the UI

When (or if) this update happens, look to utilise the data to make decisions about what to do next. For example;

  • Ad relevance low? Look to update your Ad Copy ensuring that the Keyword is in the Headline, Description Line and Ad Paths
  • Landing Page Experience low? Look to update your landing by either pointing the keyword into a different page or by utilising conversion rate optimisation tools to drive more relevant pages and better results.

Can’t wait? Use a Custom Script

PPC hubbub - LightbulbTop Tip

There are Custom Scripts available for you to use which will give you access to the above information in a Google Sheet.

PPC Hero has a great one that you can access here.

For ease, you can find the code to paste into your Shared Library here:

function main(){

/*For additional detail and context check out the original post on PPCHero.com
For additional script help, see https://developers.google.com/adwords/scripts/
*/

//Report Builder - WHERE and DURING can be easily changed as needed to different values or metrics.
//For example you could filter on Clicks by changing line 13 to ' WHERE Clicks > 10 '
//For more help see, https://developers.google.com/adwords/scripts/docs/features/reports
var report = AdWordsApp.report(
'SELECT Criteria, CampaignName, AdGroupName, Clicks, Impressions, Cost, Conversions, QualityScore, SearchPredictedCtr, CreativeQualityScore, PostClickQualityScore ' +
'FROM   KEYWORDS_PERFORMANCE_REPORT ' +
'WHERE  Impressions > 25 ' +
'DURING LAST_30_DAYS');

var accountName = AdWordsApp.currentAccount().getName();
var spreadsheet = SpreadsheetApp.create(accountName + " Quality Score Report");
var sheet = spreadsheet.getActiveSheet();
report.exportToSheet(sheet);
}

The Script then exports all of the relevant information you need into a Google Sheet in your Google Drive.

Credit: PPC Hero

 

Dan Roberts
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Dan Roberts

Founder & Author at PPC hubbub
Dan is a Google Shopping Specialist and was recently awarded Rising Star at The Drum Search Awards for the work delivered for his clients, agency and wider industry. Dan founded PPC hubbub after becoming frustrated with the lack of actionable insight and meaningful points of view for the industry.

LinkedIn - https://uk.linkedin.com/in/siondanielroberts
Dan Roberts
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