“Les vacances sont finies!”
It’s what my mother used to say every year after the traditional three weeks of
croissants, baguettes, and barbecues in “la douce France.”
It was her way of telling me this: “Get back to your school routines!”
Well, les vacances sont finies!
So, here I am getting back to my routines, including:
1. Writing my daily emails, starting today 🙂
2. My monthly account audits (more on that tomorrow)
3. Automating my PPC routines
One of the PPC routines I like to automate is checking for keywords that show Quality Scores that could be easily improved.
Here’s the script to automate that often-overlooked task:
Quality Score Components Checker
URL: https://nilsrooijmans.com/scripts/QS-Component-Score-Checker.txt
What it does:
The script checks all the serving keywords in your search campaigns for their Quality Score component scores.
If the keywords have had at least (1) the minimum number of impressions and cost, AND (2) a low score for the ‘Ad Relevance’ or ‘Landing Page Experience’ component, it is reported in a Google Sheet.
If there are keywords reported in the sheet, the script will also send a link to the report via email.
Why you care:
The Quality Scores of your keywords reflect your ad quality. Ad quality is an estimate of the experience that users have when they see your search ads and the quality of their experience once they reach your landing page. Higher ad quality generally leads to better performance, including better ad positions and lower cost. Thus, improving ad quality and monitoring your Quality Scores can save you buckets of coins!
How I use it:
Personally, I restrict my Quality Score optimization efforts to a very limited set of keywords for which optimizing the QS is:
A) making a significant difference (in number of clicks and/or average CPCs), and
B) easy to do
In practice, this means that I only look at keywords with significant cost (>$100 per month) and a below-average score for either the ‘Ad Relevance’ or ‘Landing Page Experience’. These components can easily be improved, often resulting in 10%-15% lower CPCs, whereas the ‘Expected CTR’ component is much harder to optimize.
Now get back to your routines, install the script, and start optimizing your accounts!
Installing the script only takes 5 minutes.
– Nils
PS: This script is part of the collection of scripts in my e-Book “21 Must-Have Google Ads Scripts.” Grab a copy if you enjoyed it!