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AdWords Scripts Now Return ‘Null’ Quality Score for Unserved Keywords; New DFP Playground

A new way to how the AdWords scripts returns quality score data for keywords is launched by Google on August 15, 2016..

Google explans, that “new keywords” or “old” that haven’t served a long time—will now return a “null quality score”, because, such keywords don’t have enough impressions and clicks to determine a Quality Score.

The team notes, “If you use use quality score information in your script, please make sure you update it to work with the new changes.”

This change impact the scripts in two ways:

  • Starting with version v201607, the Critieria Performance and Keywords Performance reports will return a quality score of “–” for these keywords. But, the past versions (v201605 and earlier) of these reports remain unchanged.
  • And, starting the week of Sep 12, 2016, the getQualityScore method of the Keyword entity will return NULL score for these keywords instead of a numeric value.

Here is how filtering on quality score will work, the AdWords team expalin:

  • “If no filtering conditions are specified on the QualityScore field, all matching keywords are returned, including those with NULL quality score.
  • If numerical filtering conditions are specified on the QualityScore field, keywords with NULL quality score information are excluded automatically. For example, QualityScore <= 6 will include keywords with quality score from 1 to 6 but exclude keywords with NULL quality score.
  • To retrieve keywords with NULL quality score, filter using the condition HasQualityScore = FALSE.
  • To retrieve keywords with NULL quality score along with keywords with specific quality scores, you need to run two separate reports and combine the results locally,” explained the AdWords team.

Additionally, Keyword Planner Tool has also been updated to ensure that advertisers are able to get the data they need to optimize their accounts.

Also, as of this week, “previous technical issues affecting the Keyword Planner tool are now resolved,” reported AdWords team.

According to Google, most advertisers will see Keyword Planner data as usual. But advertisers with a “lower monthly spend” could see limited data in the planner.

The ranges that you may see values such as 0, 1-100, 100-1K, 1K-10K, 10K-100K, 100K-1M, 1M+ in the average monthly searches column.

In addition, other advertisers may trigger the limited data view by reaching a limit on the number of searches for search volume data (specifically, requests to API), the team said.

In other news, new and revamped DFP Playground lets you easily switch between services using a tab interface is launched as on August 15, 2016.

Additionally, you can even view documentation for a particular service with a simple click of a button.

In additon, an improved Report Editor experience brings an option to “Open in Report Editor.”

This new option is available at the campaign, ad group and keyword levels of an account.

Once you open up the Report Editor, “you can modify the report, add filters, change the date range and perform other functions available in the tool,” reports Kim Clinkunbroomer.

Note, Report Editor, which opens in a separate tab, you’ll have to allow pop-ups.

Report Editor in AdWords

Of course, like the previous Playground, “you can test PQL statements and examine JSON equivalents of the objects you retrieve from the DFP API,” the team said.

For best practices to interact with the DFP API via the Google Ads Python client library in a web application environment—you can read the DFP Playground code on GitHub.

And, to learn the process to set up own instance of the DFP Playground and deploy it to AppEngine, follow this README.

new DFP Playground's leaner tab-based interface

new DFP Playground: Clicking result produces dropdown with object's JSON representation

Update 8/16: Google will be removing support for all “TrueView in-search video template ads” (template ID 231) from Display campaigns starting September 26, 2016.

Additionally, they’ll also no longer accept new ads for that template.

“Existing Display ads of this template ID will stop serving and be moved to the DISABLED status. This is in line with the upgrade of TrueView campaigns during the integration into AdWords,” the team explained.

Please note this only affects Display campaigns, and not existing video campaigns.

Historical stats for these ads will still be available in reports.

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