Improve Quality Score with Advanced Techniques

Michael Farrell
May 15, 2020

Quality score is the key to a cost-effective search advertising campaign and maximizing return on ad spend (ROAS). Unfortunately, for such an important metric, the Google Ads UI is very limited in the data that it provides and the tracking options available.


Why is Quality Score Important?

Quality score is a rating based on how relevant your ads and landing pages are to your keywords. Google uses quality score along with other factors like your bid and ad extension data to determine ad rank.

A boost in quality score will result in one of the following:

●      Increase in average ad position.

●      Decrease in cost-per-click (CPC).

●      Both an increase in average ad position and a decrease in CPC.


Quality Score Components

Quality score is determined by three main factors: ad relevance, landing page experience, and expected click-through-rate (CTR).

Ad relevance: Estimates how closely the message in the ad copy matches the keywords within the ad group. 

Landing page experience: Measures how relevant the content on the landing page is to the users search term, keywords, and ad copy.

Expected CTR: Uses historical data to measure how likely it is that your ad will be clicked when shown.


Tracking Quality Score

One of the most common complaints I hear about quality score is that it’s difficult for advertisers to measure the effectiveness of their optimization efforts. This frustration is in large part due to the lack of options the Google Ads UI has available for tracking quality score.

You can check the quality score of keywords on a specific date, but what if you want to track the change in quality score over time?

In 2006, Martin Roettgerding developed a great script that gave advertisers the ability to track quality score on a daily basis. Developers at Clicteq then enhanced the script further by allowing advertisers to track the individual components of quality score over time.

With this script, you’ll gain valuable insight into whether or not your optimization efforts are paying off.


How to Implement the Quality Score Script

To get started, we first need a Google sheet to store the data.

Step 2: Create a new Google sheet in a folder on your Google Drive.

Step 2: Navigate to the Tools & Settings menu within the Google Ads account. Under Bulk Actions, select Scripts.