Quality Score Audit
Identifies keywords with below-average Quality Scores and categorises the root cause: ad relevance, landing page experience, or expected CTR. Includes actionable fix recommendations.
by Dmytro Tonkikh·chiliad.io
Overview
Quality Score Audit queries the keyword performance report for all enabled keywords with a Quality Score below your threshold and at least the minimum number of impressions. It then categorises each low-QS keyword by its primary root cause — Ad Relevance, Landing Page Experience, or Expected CTR — and logs the top offenders with actionable fix hints so you can prioritise your optimisation work.
Setup
- 1Create a new script and paste the code.
- 2Set QS_THRESHOLD to the score below which a keyword should be flagged (default 6).
- 3Set MIN_IMPRESSIONS to require enough data before flagging (default 100).
- 4Run the script; review the three issue categories in the logs.
- 5Use the fix hints for each category to guide your ad copy, landing page, and bidding changes.
- 6Schedule weekly to track Quality Score improvements over time.
Configuration Variables
| Variable | Default |
|---|---|
QS_THRESHOLD | 6 |
MIN_IMPRESSIONS | 100 |
DATE_RANGE | LAST_30_DAYS |
Expected Output
=== Quality Score Audit === Keywords with QS < 6: 12 AD RELEVANCE issues (5) Fix: add keyword to ad copy; create tighter ad groups QS:4 running shoes [EXACT] Brand Campaign / Core CPC:$0.82 QS:3 cheap trainers [PHRASE] Generic / Footwear CPC:$0.44 LANDING PAGE issues (4) Fix: improve page relevance; add keyword to page content ... EXPECTED CTR issues (3) Fix: stronger CTAs; more specific ad extensions ...
Notes
A single keyword can appear in multiple issue categories if it has more than one component rated BELOW_AVERAGE. Quality Score data is sampled and may not match what you see in the UI exactly.