This month, Google rolled out a number of changes in their AdWords platform (NEWS!), the most important of which is improved Quality Score reporting with new data columns. As advertisers, we can now see historical Quality Score data in AdWords. Long gone is the annoying need to roll over individual keywords to view Quality Score data. 🙌
As you may or may not know, Quality Score matters. As Google defines it, “quality score is intended to give you a general sense of the quality of your ads. The 1-10 Quality Score reported for each keyword in your account is an estimate of the quality of your ads and the landing pages triggered by them.” This new and improved reporting means advertisers can use past and current performance to ensure success in the future. Now, let’s dive into the good stuff.
New Status Columns
To save time and help advertisers make more informed decisions, Google added three new optional status columns to the Keywords tab for Expected CTR, Ad Relevance and Landing Page Experience. Advertisers can add these columns to keyword reports to get a snapshot of an Adgroups keywords’ current Quality Scores.
Ah, comprehensive historical data. A marketer’s dream.
We are in and out of many of our clients AdWords accounts a few times a week, updating content, keywords, and monthly offers. So, when running such complex campaigns, it’s important to understand how these changes can affect Quality Score. As of May 2017, advertisers can view historical Quality Score for all keywords to understand how they changed over time. This data is available via four new columns: Quality Score History, Landing Page Experience, Ad Relevance History and Expected Click Through Rate History.
When used correctly, Quality Score data helps us identify low-hanging fruit and additional issues that may prevent a campaign’s success. This means business owners and marketers alike will spend less time guessing and optimizing the the wrong pieces of each campaign — saving us all time and money.
Old Town Media is a badged Google Partner. Our digital team is qualified by Google and has exclusive access to their training and support.