Google AdWords is making some updates to how the AdWords quality score is reported within your Google AdWords account.
Google said is making these changes to make it easier for advertisers to adjust and revise any ads based on the quality score, and to get a better idea of what is and isn’t working, especially when making changes to ads.
“As part of our ongoing efforts to help improve the quality of our ads, we’re announcing an update that changes how each keyword’s 1-10 numeric Quality Score is reported in AdWords. Under the hood, this reporting update will tie your 1-10 numeric Quality Score more closely to its three key sub factors — expected clickthrough rate, ad relevance, and landing page experience. We expect this update to reach all advertisers globally within the next several days. We’re making this change so that the Quality Score in your reports more closely reflects the factors that influence the visibility and expected performance of your ads. We hope that providing you more transparency into your 1-10 Quality Score will help you improve the quality of your ads.”
It’s important to note that how Google is calculating your quality score is not changing. So you don’t need to worry about having to change any of your ads with a great quality score because of how it is calculated is different.
If you’re using quality score as part of your automated rules, you will need to adjust or correct how those rules are interacting with the new displayed quality score, or turn off those rules temporarily. Many highly active advertisers will often use rules to tie high quality score to a higher CPC to gain the top spot, or will reduce CPC spend on ads with a low quality score.
These new changes will be rolling out to all advertisers worldwide within the next few days.