Quality score (avg) column

The average value of the Google Ads or Microsoft Advertising 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 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.

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 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 Campaigns, Ad groups, or 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.