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.
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
Learn more about reporting on quality score in Search Ads 360.Add this column to a report:
Navigate to an advertiser, a Google Ads or Microsoft Advertising engine account, or lower scope.
Click the Campaigns, Ad groups, or Keywords tab.
Above the performance summary graph, click the Columns button.
- Type the column name in the search box.
- Click + next to the column name to select the column.
- Click Apply.