This segment will show us how the quality score affects cost per clicks (CPC) throughout an account. Although this shouldn't be a main KPI metric, it should always be considered a fundamental asset towards optimizing a campaign.
The Data Studio report will be used here while the analysis will utilize Google Sheets/Excel & Google Slides.
1. Start with the Data Studio Report. Highlight and copy the quality score analysis data here. This visualizes the keyword ‘health’ on the account.
Check that the date range is correct; this shows 14 days.
2. Use the snippet tool to grab the data.
3. Paste into the Analysis Report page where it will be summarized. I believe that most of the scores are in the average range.
4. Go back to the Overview report with all the keywords and export to Google Sheets.
Share the link to the Google sheet data with the client.
Link the Analysis header to the Google spreadsheet.
Now we look at the second version of the Quality Score Report which presents a trend line - typically the higher quality score means the less that is paid for the average CPC.
The overall trend of keyword quality score in average CPC is displayed and it’s clear which keywords have a low-quality score – those will cost more. While those with 10s will be much less.
Here the CTR is 14, seven and five percent, so there is a direct correlation between cost-per-click and quality. Interesting to see.
5. Copy and paste the Overview Report data into the Analysis Report page.
6. Export the Overview data to Google Sheets.
7. Share and Link Google Sheets.
8. Sort the data by cost. Here are some of the keywords without a quality score. Many of them are in the average range, perhaps because they’re not on the landing page. There can be a multitude of different factors impacting it.
9. Highlight the keywords, and copy and paste them into the Analysis report. I added “can be approved with keywords on landing page and faster speeds.”
Our Quality Score Analysis is complete. It is humbling to have to review and interpret the quality score since it’s relaying the performance of the account overall. This is what spending is based on and the client should be informed.
Part ten of this Google Ads Audit tutorial will take us through the Audit Devices Analysis.
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