Study Utilizing New Adwords API Reveals QS Factor Weights

Back in early February, Google released a new version of its Adwords API. One of the capabilities added to this version of the API is the ability to pull each Quality Score factor for each keyword. This makes tracking QS performance factors across large accounts much easier, since the process of separating each factor can be automated instead of recorded by hand.

One study performed by an Adwords tool provider attempted to determine the weight of each QS factor. What he and his team found is that Landing Page Experience and Click Through Rate weighed more in overall Quality Score than did Ad Relevance.

Landing Page Experience Ad Relevance CTR
Above average 3.5 2 3.5
Average 1.75 1 1.75
Below average 0 0 0

The formula for total Quality Score with these ratings is

1 + Landing Page Experience + Ad Relevance + CTR.


Scoring “average” across all factors yields a score of 1 + 1.75 + 1 + 1.75 = 5.5 (rounded to 6).
This new data is a powerful tool for large-scale Adwords account managers, as it can pinpoint the weak features of a large number of ads at a time.

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