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Google Now Report Historical Quality Score Data in AdWords

Google this week rolling out improvements to Quality Score reporting with new columns added that provide more visibility into these scores as advertisers can now see historical Quality Score data in Adwords.

The four new columns added today to the Keywords tab are – “Qual. Score (hist.),” “Landing page exper. (hist.),” “Ad relevance (hist.)” and “Exp. CTR (hist.).” Simply by adding these columns to keyword reports, you can now view historical Quality Score, and its components, for all of the keywords to understand how they’ve changed over time as far back as January 2016.

Note, that historical data won’t be available for dates earlier than January 22, 2016.

7 new columns for Quality Score components in AdWords keyword reporting
7 new Quality Score columns in keyword reporting

In AdWords, advertisers can already assess relekvance of keywords, ads, and landing pages by evaluating Quality Score and its components like: expected clickthrough rate, ad relevance and landing page experience. Now, by segmenting data by day, AdWords allows to see how end-of-day Quality Scores changes over time. The “Qual. score” column will show the current Quality Score, even if you’re looking at another date range.

Additionally, advertisers wouldn’t have to hover over the keyword status bubble next to each keyword to get feedback on current Quality Score factors.

These columns show: “Expected Click-through Rate, Ad Relevance, Landing Page Experience,” and other important things to know about these columns:

  • They reflect last known score for the date range selected.
  • When “Day” segment is applied to Keyword reports, these columns will show daily values that reflect what your scores were at the end of each day.

In the screenshot below, an exxample report shows the updated Keyword report with historical Quality Score segmented by day. For example, let’s say, on Feb 10, you want to see the Quality Score for keyword “Oranges” from Feb. 3 to Feb. 8:

  • First, notice current Quality Score in the “Qual. Score” column, 3/10. This column will always show the current Quality Score, regardless of the date you’re reporting on.
  • Next, you’ll see the new “Quality Scores (hist.)” column shows the last known Quality Score for the reporting period, 4/10, as well as the historical score for each day within that period.
  • When there aren’t enough impressions or clicks to accurately determine a keyword’s Quality Score, like on Feb. 7 and Feb. 8, you’ll see a null Quality Score (“—”), explain google.

These new Quality Score columns are also available at the manager account level.

For tips and best practices about Quality Score read this guide to ad quality, or check out the Help Center.

AdWords Keyword report with historical Quality Score segmented by day

example historical Quality Score report segmented by day

Some AdWords advertisers reporting shifts in AdWords CPCs since early this month, Google is rolling out new Ad Rank thresholds with key factors including:

With this change, Ad Rank thresholds can take into account the meaning of the query like “a recent news query, versus a consumer product.” “These query categories since differs in meaning may carry different Ad Rank thresholds, and can lead to fewer or more ads on a result.”

Second, in the Ad Rank calculation bids may also depend more heavily on query meaning or category. Google notes, with this change, though quality factors play a major role, but for some queries, Max CPCs may hold more weight in Ad Rank.

In a statement to CMI Media, Google stated (via), “While ad quality continues to play a very important role in the Ad Rank calculation, this particular improvement adjusts the thresholds such that bids may carry a larger weight in Ad Rank than in the past for some queries. You may notice that on these queries, even though you continue to have high keyword Quality Scores, that you experience a change in your core ad metrics.”

Those new to AdWords, “Ad Rank determines where an ad appears on the page and is based on a calculation of max CPC, expected CTR, ad relevance, landing page experience and the expected impact of ad extensions and other ad formats.

Ads need to meet Ad Rank thresholds, or minimums, in order to show on the first page of results. Typically, thresholds are higher to show at the top of the page above the organic results than they are for ads to show at the bottom of the page.

In addition to position, thresholds can also vary depending on factors such as country and device.”

Google will roll out Ad Rank thresholds changes through the end of May.

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