Importance of Quality Score
Search ad campaigns connect advertisers directly to their audience by showing ads for users search queries on Google. Keywords are the base of text ad campaigning, right keyword targets generates profit while irrelevant keywords deplete your account budget. With Relevant keywords & ad chemistry, you can win more leads. Quality score is one of the important measurement scales for monitoring the keywords & ads for making a profitable campaign.
Basis of Keyword Quality Score:
- “how relevant ads are to targeted keywords”
- “quality of ad copy”
- “how targeted are users to landing page content”
If keyword quality score is high then you can image that your campaign is properly setup with greater chances of earning profit but if scores are 5 or less, than that is an indicator that a campaign structure review is needed.
In May 2017, Google announced important updates for a deeper understanding about quality score changes & history. The new changes made by Google give flexibility by having a deeper understanding of QS metrics that allows you to act on new insights with ease.
Previously you had to move your courser over keyword status for info about quality score performance behavior.Let’s first take a look at the older option for QS recognition:
Here, this floating bubble shows you whether you were performing above or below average in these three areas (expected CTR, ad relevance, landing page experience). To make things a bit easier, Google has added 7 new status columns to the Keyword tab giving importance to the individual component of each keyword Quality Score.
- Ad relevance
- Landing page experience
- Expected CTR
- Quality score (hist.)
- Ad relevance (hist.)
- Landing page exp. (hist.)
- CTR (hist.)
Google did this to give you a clear picture of the keyword current Quality Scores. You can see it by going on keywords selection -> Column -> Modify Column ->Select metrics -> Quality score
Historical Data of Quality Score:
Additionally, the newer version allows greater leverage with four columns of historical data with which to work.Historical data is keenly important for the betterment of campaign performance. You can identify with historical data byselecting the “day” segment of your keyword report. This will display the daily Quality Score value at the end of each day.
Google understands that “the mistakes of the past prepare us for the future.” Thus, it has given an improved and new reporting tool which contains our previous data so that we can learn from it and make better management decisions if QS is dropped.
If we learn this new reporting and understand it in a better way, then it makes it simple for us to uncover specific areas like landing page experience& ad performance in our campaign. In conclusion, we are saved from guess work and perhaps driving the campaign in the wrong direction.