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Home
Testimonials
Case Studies
Performance Max & YouTube Ads Case Study (Sports eCommerce)Google Ads Case Study: eCommerce Apparel Retailer (Performance Max)Google Ads Case Study (eCommerce Supplements)Google Ads Conversion Tracking: Get Rid of Window Shoppers (3 minutes) Lead Gen Case StudyGoogle Ads Case Study: eCommerce Shopify Supplement Store (Performance Max)Google Ads Case Study: Lead Generation B2BGoogle Ads Increase Law Firm LeadsFamily Medical Home CaseCosmetic Surgeon Generates 695 Leads with Google Ads
Blog
Performance Max Google Ads: Creative Strategy (Advanced)Google Ads Increases Sales with eCommerce CompanyYouTube Ads Tutorial: Best Practices (2022)Google Ads Case Study eCommerce ($2 Million) #googleadsGoogle Ads Case Study: Luxury Fashion Retailer #googleadsGoogle Shopping Ads Optimization: Buy on Google (Free)Google Ads Case Study: Fashion Marketing (Swimwear) #googleadsGoogle Ads Fashion Marketing Case Study (Performance Max & Chat GPT) #googleadsZARA Fashion Marketing: Brand Breakdown (Google Ads)From Runway to Clicks | Driving Sales Through Clothing MarketingStarting a Dropshipping Business for Clothing - Things You Should LearnHow To Find Apparel Manufacturers & Suppliers for Your E-commerce BusinessPerformance Max Google Ads Strategy (Advanced)Google Merchant Center: Price Competitiveness ReportGoogle Merchant Center: Fashion AdvertisingGoogle Ads Performance Max: Step-by-StepGoogle Ads Audit (Part 1 Tutorial 2022)Google Ads Audit Campaign Performance (Part 2 Tutorial 2022)Google Ads Audit Ad Group Performance (Part 3 Tutorial 2022)Google Ads Audit Ad & Keyword Analysis (Part 4 Tutorial 2022)Google Ads Audit Responsive Search Ad Analysis (Part 5 Tutorial 2022)Google Ads Audit Landing Pages (Part 6 Tutorial 2022)Google Ads Audit Ad Position (Part 7 Tutorial 2022)Google Ads Audit Audience Analysis (Part 8 Tutorial 2022)Google Ads Audit Quality Score Analysis (Part 9 Tutorial 2022)Google Ads Audit Devices Analysis (Part 10 Tutorial 2022)Google Ads Audit Age Analysis (Part 11 Tutorial 2022)Google Ads Audit Hour Analysis (Part 12 Tutorial 2022)Google Ads Audit Auction Insights Analysis (Part 13 Tutorial 2022)Google Ads Audit Location Analysis (Part 14 Tutorial 2022)Google Ads Audit Gender Analysis (Part 15 Tutorial 2022)Google Ads Audit Household Income Analysis (Part 16 Tutorial 2022)Google Ads Audit Parental Status Analysis (Part 17 Tutorial 2022)Google Ads Audit Placements Analysis (Part 18 Tutorial 2022)Google Merchant Center: Fix Product Disapprovals (2022)Google Tag Manager For Submission Tracking (GA4)Google Shopping Ads Strategy: Convert Cold Traffic (Fast)Daily Ad Brief Interview: TGQ MarketingGoogle Shopping Ads: A/B Split Testing (2022)Google Merchant Center Shopify Dropshipping Feed Upload (Quick Method) 2022Reiss Brand Breakdown: Fashion MarketingGoogle Shopping Ads Tutorial: Advanced Scaling Strategy - Step By Step (2022)Manière De Voir Fashion MarketingTop Tips to Party Bus Marketing Plan (2021)
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Google Ads Audit Quality Score Analysis (Part 9 Tutorial 2022)

Google Ads Audit Overview:

In part nine of the Google Ads Audit tutorial we'll work through Quality Score.

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.

Google Ads Audit Quality Score

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.

Google Ads Audit Quality Score

   

4.      Go back to the Overview report with all the keywords and export to Google Sheets.

Google Ads Audit Quality Score

Share the link to the Google sheet data with the client.

Google Ads Audit Quality Score
Google Ads Audit Quality Score

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.

Google Ads Audit Quality Score

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.

Google Ads Audit Quality Score

Here the CTR is 14, seven and five percent, so there is a direct correlation between cost-per-click and quality. Interesting to see.

Google Ads Audit Quality Score

5.      Copy and paste the Overview Report data into the Analysis Report page.

Google Ads Audit Quality Score

6.      Export the Overview data to Google Sheets.

Google Ads Audit Quality Score
Google Ads Audit Quality Score

7.      Share and Link Google Sheets.

Google Ads Audit Quality Score

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.”

Google Ads Audit Quality Score
Google Ads Audit Quality Score

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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About the Author

Ted is the founder of TGQ Marketing a PPC, Analytics and CRO agency focused on client results.