Quality score (current) column

The most recent value of the Google Ads or Microsoft Advertising quality score for a keyword. 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 Google Ads or Microsoft Advertising 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 Google Ads tips for improving your ad quality.

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

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

Learn more about reporting on quality score in Search Ads 360.

Add this column to a report:
  1. Navigate to an advertiser, a Google Ads or Microsoft Advertising engine account, or lower scope.

  2. Click the Keywords tab.

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

  4. Type the column name in the search box.
  5. Click + next to the column name to select the column.
  6. Click Apply.


If you scope to an advertiser and view this column:

  • The column displays --- for keywords in engine accounts other than Google Ads and Yahoo! Gemini.

  • You cannot edit the value in the column. Scope to a specific engine account or lower to edit the value.

Was this helpful?
How can we improve it?