Quality Score reporting in the Adwords interface, unfortunately, leaves a lot to be desired. Right now, the current Quality Score is the only thing available. Granular details are contained in individual pop-ups can make analysis cumbersome. But things could be changing soon.
There was a blog post written by Avner Pinchover on the Israel version of the Inside AdWords blog with Search Engine Land, which talks about a series of new columns of quality Score metrics that are coming to the AdWords UI. This post was published on March 10, and hasn’t really hasn’t seen much attention. But for some reason, it was removed on April 12th. If you’d like to still see the post, you can read it in the archive here. Search Engine Land reached out to Google to see if there was any reason why it was pulled, but there hadn’t been any comment on the matter.
With the changes, advertisers could soon see a new section of Quality Score metrics available in their AdWords accounts. There would be seven new data points for analysis in the update.
If this is the case, it’d finally be possible to analyze and share quality score data for the three key Quality Score factors that’s stuck in the hover-over pop-ups at each keywords.
- Expected Click-through Rate
- Ad Relevance
- Landing Page Experience
Additionally, new historic metrics would show the last known score in the selected date range (as far back as January 2016).
- Quality Score (Historic)
- Ad Relevance (Historic)
- Landing Page Experience (Historic)
- Expected Click-through Rate (Historic)
The update would allow Advertisers to segment keyword reports by day, which would let them analyze end-of-day quality score data. In the blog post’s example below, the 3/10 Qual. score is the current score, and the Qual. score (hist.) column begins by showing the last known Quality Score for the reporting period and the historical score for each day in the reporting period. If there isn’t enough impression and click data, the reports will show an empty Quality Score.
The Quality Score columns, according to the blog post, would also be available at the Manager account (MCC) level, assuming this goes live, of course. This would be a significant change in the level of data Google provides and would make it possible to analyze Quality Score trends.
This data was made available by Google via the AdWords API last March. Check out Brad Geddes’ post from that time for thoughts on how to start thinking about using this data.