Using New Historical Quality Score in An Optimisation Workflow

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Using New Historical Quality Score in An Optimisation Workflow

As of Monday May 15th 2017 Google finally made available some key metrics which previously required advanced scripts our custom platforms to monitor.

At Broadplace, our platform CampaignHub has offered advanced quality score (QS) reporting for our advertisers and account managers for some time, and now it’s fantastic to see Google adopting these metrics as standard in the AdWords interface.

With our experience of using quality score monitoring on our accounts built up over the last few years we wanted to share with you a simple workflow to help use these new metrics to help push performance for your AdWords Account.

How Advertisers Traditionally Viewed Quality Score
Agencies and advertisers have long used Quality Score as one of the key performance indicators of the competitiveness and health of an account. Quality score, is one of the main elements of AdRank and therefore an important factor in determining how often and how high you ad appears.

Furthermore, as cost-per-click (CPC) is the other main variable in the ad-rank equation, any change in quality score can be notionally observed as affecting the average CPC an advertiser might bid to enter the ad auction. The potentially savings are outlined in the diagram below:

Existing Quality Score Options

Prior to the latest release of historical quality scores, advertisers had the ability to use a range of 3rd party tools to track and monitor quality score, however such as the Epiphany Script, Optymyzr or others.

Some potential drawbacks to these however are that, they only began tracking from the day of implementation and are not retrospective in their tracking, some may require some ability/comfort with using the script function of the adwords account and typically some overview of Javascript (it is inadvisable to implement a script to an account where you cannot understand the code of verify the source). Many other alternatives are part of paid services and require a monthly fee to access.

New Metrics Offer New Opportunities

As part of a weekly or monthly hygiene check on your account you might like to adopt our process to identify keywords that have had a drop in QS and pre-empt any impact in your ad-rank, impression share and CPC.

We’ll take a mid-sized service based account in our example, with an extremely high AOV and a high level of immediacy required from their service, it’s important to this advertiser to seize the opportunity to appear each and every time they can in the ad auction and, in most cases, performance is best when they are placed in position 1.

I’ll take the date range of this year to date – to give us an idea of how their quality score has fluctuated over the last 5 months. We’ll analyse the keyword tab, add columns for “Quality Score” and, (the new) “Qual. score (hist)” and then we’re ready to download the information for some further analysis.

With this information downloaded we’ll have full access to a comparison of our quality scores on a keyword by keyword basis from Jan 1st compared to our values today. To make the comparison a little easier we can add a helper column which will compare IF Qual. score (hist) > Quality score (current) then “QS Got Worse”.

I am now left with a list of keywords that have decreased in QS over the last 5 months and, by using the additional columns of ad relevancy and landing page experience I’m able to add some further insight into this sample that 90% of these keywords have a landing page experience of average or below average that I can start to look at to improve performance for this advertiser.

Where N = Historical Quality Score

Where M = Current Quality Score

=IF(AND(ISNUMBER(N2),ISNUMBER(M2)),IF(N2>M2,”QS Down”,IF(M2>N2,”QS UP”)),”FALSE”)

Turning This Analysis Into a Useful KPI

With this information, we can then create an impression weighted pivot table to show below the impressions which have moved up and/or down and based on these give us a ratio that indicates how much effect we are having on on the account QS over the given time period.

Row Labels

Sum Of Impressions

QS Down

14,500

QS Up

18,400

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QS R

1.27

 A number greater than 1 indicates we are having a more positive affect on QS and our changes are benefitting the account in this way, whereas a number less than one indicates that we are having an overall negative effect on QS.

What Our KPI Tells Us

 Analysing this in silo, much like the lin-rodnitzky ratio, provides us with little context for the overall performance of our account, campaigns or keyword however, applying the principal to a larger data-set, we’re able to see how our singular account comparison compares to a wider dataset.

QS Movement

Impressions

QS Down

3,817,300

QS Up

5,154,000

QS R

1.35

The analysis, of 754 eligible, comparable accounts shows that our single account QSR is close, though slightly below our overall ratio.

This is all kind of a hassle to bother with though, so to make life easier I’ve created a handy macro to help us with this analysis and provide two additional sheets with recommendations to improve keywords and/or landing pages based on the data AdWords provides us.

In order to use the macro you simple need to download a report from your AdWords account (at keyword level) that include the headings below:

Campaign
Ad Group
Keyword
Impressions
Quality score
Qual. score (hist.)
Ad relevance
Ad relevance (hist.)
Landing page experience
Landing page experience (hist.)

Copy paste your data into the sheet called “Insert Data Here” and then, run the macro using the button found on the first page of the workbook. Give is a few seconds, and you’ll be presented with your score (if you have sufficient data) and the extra sheets with some QS improvements for you to deal with.

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References:

1 – “Inside AdWords: Gain deeper insights with improved Quality Score ….” 15 May. 2017, https://adwords.googleblog.com/2017/05/gain-deeper-insights-with-improved.html. Accessed 1 Jul. 2017.
2 – “Quality Score: What Is Quality Score & How Does it Affect PPC? [PPC U].” http://www.wordstream.com/quality-score. Accessed 1 Jul. 2017.
3 –  “How Quality Score Affects Cost Per Conversion | WordStream.” Accessed July 1, 2017. http://www.wordstream.com/blog/ws/2013/07/16/quality-score-cost-per-conversion.
4 – “Introducing the Quality Score Tracker v3.0 | PPC Epiphany.” Accessed July 1, 2017. https://www.ppc-epiphany.com/2016/03/11/introducing-the-quality-score-tracker-v3-0/.
5 –  “Optmyzr — Quality Score Tracker – User Guide.” Accessed July 1, 2017. https://www.optmyzr.com/help/Quality-Score-Tracker/quality-score-tracker-guide.

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