Google has recently improved Quality Score reporting on keyword level to help enhance paid search campaigns’ performance by providing in-depth information on the quality of keyword, ad copy and landing page.

Quality Score has always been a useful metric in the assessment of a keyword’s quality on a scale of 1 to 10. Now with the improved reporting Google has added 7 new optional columns on the Keyword tab on top of the previously available Quality Score metric.

QS new

New columns include current and historical Quality Score and its three main components for a better understanding and evaluation of relevancy:

1. Expected CTR: measures how likely it is that the ad will be clicked when shown.
2. Ad Relevance: measures how closely a keyword matches the message in the ad copy.
3. Landing Page Experience: estimates how relevant and useful the landing page is to people who click on the ad.

Current metrics (QS, and its three components) show the current value of a keyword, regardless of the date range selected for reporting*, whereas historical metrics reflect the last known quality score for the reporting period as well as help understand how keywords quality has changed over time.

These additional metrics provide more detailed information for paid search campaign optimisation. Tweaking keyword lists and ad copies can improve overall Quality Score. A lower than average landing page quality can suggest applying a blended paid and organic search approach in order to improve relevancy. The higher quality score can lead to lower prices and better ad positions. Analysing historical metrics help us measure the change over time and understand the impact of optimisation made on different component of the Quality Score.

* Historical data won’t be available for dates earlier than January 22, 2016

If you have any questions please do not hesitate to get in contact.

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Gergely Deak

Digital Solutions Specialist at Reprise Media
I started my PPC career in 2010 at Mediacom Hungary, where my main focus and responsibility was the manage P&G paid search activity in Central Europe across 9 countries. During the last 7 years I have worked on developing paid search and social strategies for various brand and direct response focused clients in FMCG, Finance & Automotive sectors to name a few. I consider myself highly analytical. My way of thinking and approaching PPC is strongly based on data and consumer behaviour insights.