📈 Quality Scores – How to Read & Use This Feature

The Quality Scores dashboard visualizes how keyword quality develops across your campaigns. It highlights where low scores impact spend, impressions, or conversions — helping you spot weak spots in ad relevance or landing pages early. With flexible date and campaign filters, it gives SEA managers a fast, color-coded overview to improve performance and reduce CPCs.

🔧 How to Use

Filter your view
 Choose a date range and select the campaigns you want to analyze. Use the search or brand/non-brand filters to focus on what really matters for performance.

See your overall Quality Score
 Instantly understand how your account is doing. The color-coded header (red to green) shows if your scores are strong or need attention, while the short note explains what it means for your results — with an option to book a free performance check for deeper guidance.

Track your progress
 The line chart visualizes how your average Quality Score develops week by week or month by month, helping you spot improvements or declines over time.

Find where quality gaps cost you
 The bar chart shows how spend, impressions, conversions, or keywords are distributed across Quality Scores. Red and orange bars reveal where low-quality areas may be wasting budget or limiting visibility.

Compare what drives results
 Use the two pie charts to see how different metrics (e.g., costs vs. conversions) align across Quality Scores. It’s a fast way to see whether your spend matches where quality — and performance — are highest.

🔍 How to Read / Interpret

Average Quality Score – Gives a quick sense of overall account health.

  • Green = strong relevance and user experience
  • Orange = room for improvement
  • Red = low-quality signals that can hurt visibility and increase CPCs
     The short text explains what your score means and how it impacts cost and delivery.

Trend chart – Shows how your average Quality Score evolves over time.

  • Upward trend → improving ad relevance and landing-page experience
  • Drop or stagnation → campaigns may need creative or keyword refinements
     Toggle between weekly or monthly views to see short-term or long-term developments.

Distribution bar chart – Displays how your spend, impressions, or conversions spread across scores 1–10.

  • 8–10 (green) = strong alignment of keywords, ads, and landing pages
  • 1–4 (red/orange) = inefficiencies and higher CPCs
  • Gray = keywords without a score
     Use the legend to hide or isolate ranges for a clearer view.

Pie charts – Compare two metrics side by side — for example, cost vs. conversions — to see if your budget supports high-quality or low-quality traffic. Matching high spend with high QS ranges signals efficient investment.

⚡ Actionability

What’s “low,” “average,” and “good” — and where to aim

  • Below 5 → Low: Signals weak relevance or poor landing-page experience.
  • 4–6 → Average: Usable but with room to improve.
  • 7–10 → Good to excellent: Typically earns lower CPCs, higher ad rank, and better visibility.

A healthy setup has most keywords or spend in the 7+ range. Too much volume in 1–4 means wasted budget.

How to improve Quality Scores

  • Ad relevance – Tighten keyword-to-ad match, group by theme, use more precise headlines and descriptions.
  • Expected CTR – Test stronger calls-to-action, try responsive search ads, add sitelinks or callouts to boost engagement.
  • Landing-page experience – Ensure fast load times, clear structure, keyword alignment, and a consistent user experience.
  • Monitor progress – Improvements take time to register. Use the trend chart to see whether optimizations lift your scores — even a jump from 5 → 7 can meaningfully lower CPCs.
  • Align spend with quality – If most of your budget supports low-scoring keywords, reallocate or pause them while you optimize. Focus spend where scores — and results — are strongest.
💡 Example Use Cases

See where low quality drives up your costs
 If CPCs feel higher than expected, check the bar chart distribution. A large share of spend in Quality Scores below 5 means ads or landing pages are underperforming. Review ad relevance and keyword alignment — small creative and structural fixes can lower CPCs and improve visibility.

See if optimizations actually pay off
 After testing new ad copy or landing pages, use the trend chart to track your average Quality Score. A consistent rise from 5 to 7+ confirms that relevance and user experience have improved — and should soon translate into lower CPCs and higher impression share.

See where to focus your next improvements
 Compare costs vs. keyword distribution in the two pie charts. If much of your budget sits in low-scoring ranges (red/orange), focus there first. Lifting those scores delivers faster efficiency gains than fine-tuning already high-performing keywords.

See how high scores boost your results
 A strong concentration of Quality Scores above 7 means your ads are relevant, landing pages deliver value, and your budget works efficiently. Over time, that quality compounds — driving better visibility, lower CPCs, and stronger ROI.