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Check your Quality Score

Upcoming changes to Quality Score reporting

Starting the week of October 10, 2016, you’ll start seeing null Quality Scores (designated by "--" in the table) when there aren’t enough impressions or clicks to accurately determine a keyword’s Quality Score.

A result of "--" will appear for new keywords, as well as keywords that lack recent click and impression data. By default, Quality Scores of "--" won’t be included when filtering by Quality Score in your reports or automated rules. But you'll have the option of including Quality Scores of "--" in your filtered data.


Update required before the week of October 10, 2016

If you use reports or automated rules that include a filter on the Quality Score column, note that null Quality Scores of "--" will be excluded by default. To return these scores of "--", you’ll need to check the new "Include quality scores of '--'" option when you set up your rule or filter. For more advanced actions, read the documentation for scripts (reports and methods) and the AdWords API (reports and service).

When you're looking for insight into how relevant your landing page and ad are to the keywords you've chosen, you can look at your Quality Score.

This article explains how to find your Quality Score for any of your keywords.

Before you begin

If you’re not familiar with the components of Quality Score, consider reviewing About Quality Score before you get started.


Choose the AdWords experience you're using. Learn more.

You can check your Quality Score by looking within the Keywords tab. There are a couple ways to check your Quality Score.

Run a keyword diagnosis:

  1. Click the Campaigns tab at the top.
  2. Select the Keywords tab.
  3. Click the white speech bubble Ad disapproval bubble next to any keyword's status to see details about that keyword's Quality Score. You'll be able to see ratings for expected clickthrough rate, ad relevance, and landing page experience.


Enable the Qual. score column:

  1. Click the Campaigns tab at the top.
  2. Select the Keywords tab.
  3. Look for the Qual. score column in the statistics table. If you don't see this column in your table, you can add this column by doing the following:
    • Click the Columns drop-down menu in the toolbar above the statistics table.
    • Select Modify columns.
    • Select Attributes.
    • Click Add next to Qual. score.
    • Click Save.
Quality score column

Try it now

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