Back in May, Google announced new Quality Score columns (Landing Page Experience, Ad Relevance and Exp. CTR) that would help diagnose Quality Scores at the keyword-level. When working out of the AdWords interface, it is a struggle to review each metric for every keyword and come to a clear, actionable conclusion.
When CPA is mediocre, Avg. CPC is high and Quality Score is low, something needs to change. When you are utilizing every ad extension you can, have fantastic ad copy, every search term is relevant and your landing page looks great, you need access to more information to make the next move.
This is where the new Quality Score diagnosis columns come into play. Simply display each column, choose a recent time range, and download a report. Using some Excel magic, you can determine where to focus your efforts. The following image provides a sample output of this report.
This sheet shows the percent of keywords and impressions that are associated with Above Average, Average or Below average rankings for each metric. While you might have initially assumed the weakness was on the Landing Page, this report reveals that Ad Relevance and, to a greater extent, Expected CTR are the ones holding back the Quality Score.
This helps you direct your efforts, fix up your ads and explain to your client that you have pinpointed a cause in higher CPCs and are making changes that will help treat this which will as a result, lower CPAs.
Another way that you can make up for AdWords’ shortcomings is by tracking Quality Score over time. In the image below, I show a sheet that I use to track Quality Score trends for individual accounts. In this example, Quality Score is pushed to a Google Sheet using an AdWords Script provided by freeadwordsscripts.com that weighs each Keyword Quality Score by its Impressions at the end of each month. This is how efforts to improve Quality Score can be measured and shared.