Quality Score parts below average on the keywords that spend

The score itself is a summary. The three parts say what to fix. A keyword with poor ad relevance needs a better ad. A keyword with a poor landing page grade needs a better page. Changing the wrong one wastes the effort.

Focusing on the keywords that carry most of the money keeps the list short and the work worth doing.

The check reads live keywords with spend over recent weeks and sorts them by spend.

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.
2. Add the columns Exp. CTR, Ad relevance and Landing page exp., which show the grades.
3. Sort by Cost and keep the keywords that make up most of the spend.
4. Note any with a Below average grade, and which part it is.

Expected click-through rate: make the ad more compelling for that search, using the keyword in a headline. Ad relevance: move the keyword to an ad group whose ads are about it. Landing page experience: send the click to a page about that keyword, fast and easy to use on a phone.

Fix the most expensive keywords first, then check the grades again after a few weeks.

• Ad Rank
• Click-through rate (CTR)
• Expected click-through rate
• Landing page experience
• Quality Score

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

• Quality Score on the non-brand side
• Lost impression share that is worth buying
• 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