Quality Score on the non-brand side

Averaging brand and generic gives a number that moves when the mix moves and at no other time. A brand-heavy account looks healthy while its generic side is expensive, and a generic account looks broken while doing fine for what it is.

Low scores on the keywords that spend matter, because they affect how much each click costs and how often the ads can show.

The check needs your confirmed brand words.

Checks that weigh money or clicks judge what they find on your own account's numbers, not on one figure applied to every account, so what counts as a problem on a small account is not the same on a large one. Checks on settings read how the account is set up.

When there is too little to go on, the check says so instead of guessing. A finding always comes with the rows behind it, so you can read the evidence before you decide.

1. In Google Ads, open Search keywords for the last 30 days and add Quality Score and Cost.
2. Remove the keywords that contain your brand name.
3. Add up the cost of the remaining keywords with a low Quality Score, and divide by the total non-brand cost.
4. If it is a large share, sort those keywords by cost and start at the top.

Look at the three parts of each low score, covered by the Quality Score parts check: expected click-through rate, ad relevance and landing page experience.

Tighten ad groups so each ad answers its keywords, put the keyword in the headlines, and send the click to a page about that keyword.

• Ad Rank
• Cost per click (CPC)
• Expected click-through rate
• Quality Score

The checks next to this one in Auction insights, each with its own page.

• Lost impression share that is worth buying
• Quality Score parts below average on the keywords that spend
• How much of the budget buys the account's own name
• No Search keyword bids on the brand
• Competitors you named, that nothing bids on