Google Ads uses a measurement tool called Quality Score to inform advertisers how likely their campaign will be successful. Google rates campaigns in three categories—keywords, advertising, and landing pages—on a scale of 1 to 10. Advertisers can try to enhance aspects of their campaign that could raise their Ad Rank using this Google estimate. In this article, you will learn how to calculate the quality score in Excel.
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You may download the following Excel workbook for better understanding and practice it by yourself.
In relation to your ad copy, landing page, and ultimately the user, Google evaluates the quality and relevancy of your keywords based on the Quality Score. The Quality Score is graded on a scale of 1 to 10, with 10 representing the best. For determining the Quality Score, Google considers three aspects of keywords, advertisements, and landing sites.
There is a connection between ad relevancy and predicted CTR. But in this instance, it’s more important to ask whether your ad wording and related keywords are in your ad group. For instance, while “content marketing agency” or “web design agency” can be relevant keywords for your marketing business, if you use the same ad for both, relevancy will suffer. This is what advertising relevance evaluates. Check your keyword groups to make sure they aren’t too broad if your ad relevance is below average. You are more likely to obtain a high ad relevance rating if your advertisement is more pertinent to your keyword groupings. This results in a more beneficial campaign experience for the searcher, which is why Quality Score emphasizes it.
Landing Page Experience
In a nutshell, landing page experience assesses how effectively your landing page functions and how pertinent it is to the user’s search. Google claims that there are five primary factors that affect landing page experience scores:
- Relevant, useful, and original content.
- Transparency and trustworthiness.
- Easy navigation on all devices.
- Low landing page loading time.
- Site speed.
Expected Click-through Rate
Expected CTR is a keyword-related metric that assesses the likelihood that a user will click on your advertisement when looking for the keyword it is linked to. This number does not account for ad positions, extensions, or other ad formats that may increase or decrease the visibility of your advertisement. Expected CTR is based on the assumption that the user’s search phrase will exactly match your keyword when calculating Quality Score. Google employs a more precise predicted CTR in real time based on search phrases, device type, and other auction parameters.
Step-by-Step Procedures to Calculate Quality Score in Excel
In this article, we will show you how to calculate the quality score in Excel with the given steps below. Let’s suppose we have a sample data set to calculate the quality score in Excel.
Step 1: Adding Ad Relevance
Based on the favorable and unfavorable comments we anticipate an advertisement will receive from its intended audience, a relevance score is determined. The relevance score of an advertisement will be higher the more favorable interactions we anticipate it will receive.
- Firstly, we will add ad relevance value in terms of ranks such as above average, average, and below average.
Read More: How to Calculate Average Score in Excel (7 Suitable Ways)
Step 2: Inserting Landing Page Experience
Google Ads utilizes a metric called “landing page experience” to determine how relevant and helpful your website’s landing page will be to visitors who click on your ad. Higher-rated landing pages typically feature text that is relevant to a user’s search queries.
- Secondly, we’ll include the value of the landing page experience in terms of ranks like above average, average, and below average.
Read More: How to Create a Scoring System in Excel (With Easy Steps)
Step 3: Adding Expected Click-through Rate
Expected click-through rate (CTR), a keyword status in Google Ads, gauges the likelihood that your ads will be clicked when they are displayed for a given keyword, regardless of their position, extensions, or other ad formats that may influence their prominence and visibility.
- Thirdly, we’ll list the expected click-through rate also in terms of above-average, average, and below-average ranks at the start.
Step 4: Calculating Total Weight
In this step, we will generally calculate the total weight of the ad relevance, landing page experience, and expected click-through rate by using the SUM function.
- Here, select the F5 cell first.
- Next, write down the following formula for calculating the total weight of ad relevance, landing page experience, and expected click-through rate for keyword 1.
- Besides pressing ENTER, you will see the total weight for keyword 1 in the F5 cell.
- Now, use the Fill handle tool and drag it down from cell F5 to F12.
- Finally, you will see the combined weights for each keyword’s ad relevancy, landing page experience, and anticipated click-through rate.
Read More: How to Calculate Total Score in Excel (4 Easy Ways)
Step 5: Applying Formula to Calculate Quality Score
A distinctive tool called Quality Score is designed to help you gauge how well your ads stack up against those of other advertisers. This rating, which ranges from 1 to 10, is available at the keyword level. A higher Quality Score indicates that, in comparison to other marketers, your ad and landing page are more pertinent and helpful to someone searching for your term. The Quality Score distinctive tool will help you find areas where your advertisements, landing pages, or keyword choice could be improved.
- Therefore, pick out cell G5 cell here.
- Additionally, jot down the formula for determining the quality score for keyword 1 based on the expected click-through rate, the landing page experience, and the ad relevance.
- Subsequently, if you hit ENTER, and the quality score for keyword 1 will appear in the G5 cell.
- Then, use the Fill handle tool and drag it down from cell G5 to G12.
- Lastly, you will get the quality scores for each keyword’s ad relevance, landing page experience, and predicted click-through rate.
In this article, I’ve covered step by step process of calculating the quality score in Excel. I sincerely hope you enjoyed and learned a lot from this article. Additionally, if you want to read more articles on Excel, you may visit our website, Exceldemy. If you have any questions, comments, or recommendations, kindly leave them in the comment section below.
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