If you’ve been advertising on Google AdWords for a while, you know that it’s all about quality score. The better your quality score, the better you rank, the lower your CPCs, and the more revenue and margin you can squeeze out of your Google AdWords campaigns.
On a keyword level, it’s super easy to measure quality score. After all, quality score is exposed on a keyword level. (Side note: If quality score is low for any particular keyword, I always recommend breaking it out and optimizing ad copy.)
Now, let’s say you’re managing millions of keywords like me. How do you get a sense of your overall account level quality score? Here’s how… Each month, I recommend exporting your entire Google AdWords account with all columns. Then, I recommend creating a new column called quality score * cost that equals the product of quality score and cost. Next, sum the new quality score * cost column and also the cost column. Divide the quality score * cost sum by cost sum and you have your weighted average quality score for your entire Google AdWords account!
Make sure to to do this exact same exercise each and every month. On Google’s back end, quality scores are not on the simple 1 to 10 scale that they export to the end user. However, the 1 to 10 scale is the best we have. These days, a high-spending AdWords account with a lot of history and a great quality score should have an average quality score in the 7 range. When you start measuring on a month to month basis, you’ll see some fluctuations (usually within a 1 point range). Make sure your weighted average has at least two decimal points.
Why do you want to measure this number? There are a few main reasons. First and foremost, you want to see if all your ad copy and reorg projects are working. If your quality score improves, it indicates your work is paying off. Second, you want to keep an eye out of major issues with your account. If your quality score drops, there’s likely a new competitor in your category who is adversely affecting your click through rate (and therefore quality score) or something is wrong with your account. A drop is something to spend time investigating. Third, quality score is a great metric to manage upwards. It’s a way to benchmark your team’s performance. It’s not as important as revenue and margin, but is one other indicator of progress.
Image of check mark © alexsl