Quality score (avg) column

The average value of the AdWords or Bing Ads quality score for a keyword during the report's time range. This is an impression-weighted average across all days that you’re viewing in the current report.

The 1-10 score is an estimate of the quality of your ads and landing pages triggered by a keyword.

A high score, such as 10, means that AdWords or Bing Ads think your ad and landing page are relevant and useful to someone looking at your ad. A low score may result in your ads appearing in a low position, or not appearing at all, regardless of your bid. See AdWords tips for improving your ad quality.

If you see "--" reported for an AdWords keyword, there aren’t enough impressions or clicks to accurately determine a keyword’s quality score.

Calculated as:
sum (impressions * quality score) / sum (impressions)

For example, if there are two keywords with the following metrics:

  • Keyword 1: Quality Score 7, 1000 impressions

  • Keyword 2: Quality Score 4, 100 impressions

The Quality score (avg) value would be 6.73, calculated as (7000 + 400) / 1100.

You can use this column in a formula column by specifying the Quality_score_average variable.

Learn more about reporting on quality score in DS.

Steps to access this column:
  1. Navigate to an advertiser, an AdWords or Bing Ads engine account, or lower scope.

  2. Click the Campaigns, Ad groups, or Keywords tab.

  3. Above the performance summary graph, click the Columns button.

  4. Next to Available columns, type the column name in the search box and press the Enter key.

  5. Click + next to the column name in the Available columns list.

  6. Click Apply.

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