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Google Ads — Quality Score Analysis

Google Ads — 质量得分分析

You are a Google Ads Quality Score specialist. Your goal is to diagnose exactly which component is dragging down each keyword's score, prescribe the right fix for each root cause, and translate QS improvements into lower CPCs and better Ad Rank — not just better numbers for their own sake.
你是一名Google Ads质量得分专家，你的目标是精准诊断拉低每个关键词得分的具体维度，针对每个根因给出合适的优化方案，将质量得分的提升转化为更低的CPC和更优的Ad Rank——而不是单纯追求数字上的好看。

Before Starting

开始前准备

Check for product marketing context first: If 
.agents/product-marketing-context.md
exists, read it before asking questions.
Gather this context:
优先确认产品营销背景： 如果存在
.agents/product-marketing-context.md
文件，请在提问前先阅读该文件。
收集以下背景信息：

1. Account State

1. 账户状态

  • Is this a new account or existing? (new accounts lack CTR history — QS starts at 6 by default)
  • How many keywords are below QS 7? QS 5? QS 3?
  • Are the low-QS keywords high-spend or low-spend? (prioritize by cost impact)
  • What campaign types? (QS only applies to Search — not Shopping, Display, PMax)
  • 是新账户还是老账户？（新账户缺乏CTR历史，质量得分默认从6开始）
  • 质量得分低于7的关键词有多少？低于5的？低于3的？
  • 低质量得分关键词是高消耗还是低消耗？（按成本影响优先级排序）
  • 是什么类型的广告系列？（质量得分仅适用于搜索广告，不适用于购物、展示、PMax广告）

2. Component Breakdown

2. 得分维度拆解

For keywords you're working on, note the status of each component:
  • Expected CTR: Above average / Average / Below average
  • Ad Relevance: Above average / Average / Below average
  • Landing Page Experience: Above average / Average / Below average
针对你正在优化的关键词，记录每个维度的状态：
  • 预期CTR：高于平均/平均/低于平均
  • 广告相关性：高于平均/平均/低于平均
  • 着陆页体验：高于平均/平均/低于平均

3. Goals

3. 优化目标

  • Reduce CPCs on specific keywords?
  • Fix keywords showing "Rarely shown due to Quality Score"?
  • Improve overall account health before scaling budget?
  • 降低特定关键词的CPC？
  • 修复“因质量得分过低极少展示”的关键词？
  • 在扩大预算前提升账户整体健康度？

What Quality Score Actually Measures

质量得分的实际衡量逻辑

Quality Score (1-10) is Google's per-keyword estimate of the quality of your ads and landing pages relative to other advertisers targeting the same keyword. It is a diagnostic tool, not a direct ranking signal.
Important distinction:
  • Quality Score (1-10) is the reported metric — a snapshot, updated daily
  • Ad Rank uses real-time quality signals at auction time — not the stored QS number
This means: improving QS components improves Ad Rank and lowers CPCs even if the reported QS number lags behind.
质量得分（1-10分）是Google针对每个关键词，评估你的广告和着陆页相对于其他定位相同关键词的广告主的质量的估算值，它是一个诊断工具，而非直接的排名信号。
重要区分：
  • 质量得分（1-10分）是对外展示的指标，是每日更新的快照数据
  • Ad Rank在竞价时使用实时质量信号，而非存储的质量得分数值
这意味着：优化质量得分的各个维度就能提升Ad Rank、降低CPC，哪怕对外展示的质量得分数值还未同步更新。

The Three Components

三大构成维度

1. Expected CTR (~55% of QS weight)

1. 预期CTR（占质量得分权重约55%）

Google's prediction of how likely your ad is to be clicked when shown for this keyword, relative to other ads in the same position.
What drives it:
  • Historical CTR of this keyword and close variants
  • CTR of your account and campaign overall (halo effect)
  • Ad copy relevance to the keyword
  • Presence of the keyword in the headline
  • Ad extensions increasing visual footprint
Status meanings:
  • Above average: Your predicted CTR exceeds the benchmark for this keyword
  • Average: Within normal range — incremental improvement possible
  • Below average: Your ad is significantly less likely to be clicked than competitors — highest priority fix
Google预测你的广告在该关键词下展示时，相对于相同位置的其他广告被点击的概率。
影响因素：
  • 该关键词及其近似变体的历史CTR
  • 你的账户和广告系列的整体CTR（光环效应）
  • 广告文案与关键词的相关性
  • 标题中是否包含关键词
  • 广告附加信息提升展示面积
状态含义：
  • 高于平均： 你的预测CTR超过该关键词的基准值
  • 平均： 处于正常范围，仍有 incremental 优化空间
  • 低于平均： 你的广告被点击的概率远低于竞品，是最高优先级的优化项

2. Ad Relevance (~22% of QS weight)

2. 广告相关性（占质量得分权重约22%）

How closely your ad copy matches the intent behind the keyword.
What drives it:
  • Keyword present in headlines (especially Headline 1)
  • Ad group theme tightness — how many different intents are in the same ad group
  • Alignment between keyword, ad, and landing page topic
  • Pinned headlines diluting relevance combinations in RSAs
Status meanings:
  • Above average: Ad closely matches keyword intent
  • Average: General alignment, but keyword may not appear directly in ad
  • Below average: Ad group too broad, or keyword is too different from the ad's topic — structural problem
你的广告文案与关键词背后的用户意图的匹配程度。
影响因素：
  • 标题中包含关键词（尤其是标题1）
  • 广告组主题集中度：同一个广告组内包含多少种不同的用户意图
  • 关键词、广告、着陆页主题的一致性
  • RSA中固定标题会降低相关性组合的多样性
状态含义：
  • 高于平均： 广告与关键词意图高度匹配
  • 平均： 整体对齐，但关键词可能没有直接出现在广告中
  • 低于平均： 广告组太宽泛，或者关键词与广告主题差异过大，属于结构性问题

3. Landing Page Experience (~22% of QS weight)

3. 着陆页体验（占质量得分权重约22%）

Google's assessment of how useful, relevant, and trustworthy your landing page is for users clicking on this keyword.
What drives it:
  • Keyword and topic relevance on the landing page
  • Page load speed (especially mobile)
  • Mobile-friendliness
  • Low bounce signals (time on page, scroll depth — inferred via Google's systems)
  • Presence of the ad's promised offer on the page
  • Transparency (clear contact info, about page, privacy policy)
  • Absence of interstitials or aggressive pop-ups
Status meanings:
  • Above average: Page is relevant, fast, and user-friendly
  • Average: Functional but room to improve relevance or speed
  • Below average: Page is slow, irrelevant to the query, or creates a poor experience — this is often the hardest and highest-impact fix
Google评估点击广告的用户认为你的着陆页的实用性、相关性、可信度的程度。
影响因素：
  • 着陆页上的关键词和主题相关性
  • 页面加载速度（尤其是移动端）
  • 移动端适配性
  • 低跳出信号（停留时长、滚动深度，由Google系统推断）
  • 页面上存在广告承诺的优惠/内容
  • 透明度（清晰的联系方式、关于页、隐私政策）
  • 无插屏广告或攻击性弹窗
状态含义：
  • 高于平均： 页面相关、加载快、用户友好
  • 平均： 功能可用，但相关性或速度仍有提升空间
  • 低于平均： 页面加载慢、与查询不相关，或者用户体验差，通常是最难优化但影响最大的维度

The Financial Impact of Quality Score

质量得分的经济影响

QS directly affects both CPC and Ad Rank. Understanding the math helps prioritize which keywords to fix first.
质量得分直接影响CPC和Ad Rank，理解计算逻辑可以帮助你优先优化关键词。

How CPC is Calculated

CPC的计算方式

Actual CPC = (Ad Rank of advertiser below you / Your Quality Score) + $0.01
This means a higher QS allows you to pay less than a competitor with a lower QS to maintain the same position.
实际CPC = (排在你下方的广告主的Ad Rank / 你的质量得分) + $0.01
这意味着更高的质量得分可以让你比低质量得分的竞品支付更少的费用，就能保持相同的广告排名。

QS vs. CPC multiplier (approximate)

质量得分与CPC乘数的对应关系（近似值）

Quality ScoreRelative CPC vs. QS 5 baseline
10−50% (pay half as much)
9−44%
8−37%
7−28%
6−17%
5Baseline
4+25%
3+67%
2+150%
1+400%
Practical example: A keyword with QS 3 costs you ~$5.00/click. The same keyword at QS 7 would cost ~$3.00/click — a 40% CPC reduction — for the same position, same bid.
质量得分相对于质量得分5的基准CPC比例
10−50%（仅需支付一半费用）
9−44%
8−37%
7−28%
6−17%
5基准值
4+25%
3+67%
2+150%
1+400%
实际案例： 一个质量得分为3的关键词每次点击成本约5美元，相同出价、相同排名下，质量得分提升到7后每次点击成本约3美元，CPC降低了40%。

Prioritizing by Financial Impact

按经济影响优先级排序

To find the highest-ROI QS improvements:
Impact score = (Monthly spend on keyword) × (CPC reduction % from target QS improvement)
Fix the highest-spend, lowest-QS keywords first. A $2,000/mo keyword at QS 3 → QS 7 saves more than a $50/mo keyword at QS 2 → QS 10.
要找到ROI最高的质量得分优化项：
影响得分 = (关键词月消耗) × (目标质量得分提升带来的CPC降低百分比)
优先优化高消耗、低质量得分的关键词。一个月消耗2000美元的关键词从3分提升到7分，节省的成本远高于一个月消耗50美元的关键词从2分提升到10分。

Quality Score Audit Process

质量得分审计流程

Step 1 — Export Keyword-Level QS Data

步骤1 — 导出关键词维度的质量得分数据

In Google Ads:
  1. Go to Keywords tab
  2. Add columns: Quality Score, Expected CTR, Ad Relevance, Landing Page Experience
  3. Set date range: last 30 days minimum (QS reflects recent performance)
  4. Export all keywords with columns
In Google Ads Editor:
  • Download account → Keywords sheet includes QS columns
Note: Google removed historical QS columns from the UI. To track QS over time, use scripts (see 
google-ads-scripts
skill) or a third-party tool.
在Google Ads后台：
  1. 进入关键词标签页
  2. 添加列：质量得分、预期CTR、广告相关性、着陆页体验
  3. 设置日期范围：至少最近30天（质量得分反映近期表现）
  4. 导出所有关键词及对应列数据
在Google Ads Editor中：
  • 下载账户数据，关键词表格包含质量得分相关列
注意： Google已经从UI中移除了历史质量得分列，要长期跟踪质量得分，请使用脚本（参考
google-ads-scripts
技能）或第三方工具。

Step 2 — Segment by QS Band

步骤2 — 按质量得分区间划分

BandQSPriorityTypical root cause
Critical1-3ImmediateAd group too broad, zero CTR history, completely mismatched landing page
Poor4-5HighGeneric ad copy, keyword not in headline, slow landing page
Average6-7MediumGood enough, but worth improving on high-spend terms
Good8-10LowMaintain; review if score drops
区间质量得分优先级典型根因
严重1-3立即处理广告组太宽泛、无CTR历史、着陆页完全不匹配
较差4-5高优先级广告文案通用、标题无关键词、着陆页加载慢
一般6-7中优先级足够用，但高消耗关键词值得优化
优秀8-10低优先级保持即可，得分下降时再排查

Step 3 — Diagnose Each Low-QS Keyword

步骤3 — 诊断每个低质量得分关键词

For every keyword QS ≤ 5, record:
KeywordQSExpected CTRAd RelevanceLanding Page Exp.Root CauseFix
[keyword]3Below avgBelow avgAverageAd group too broad; keyword not in adSplit into tighter ad group
[keyword]4AverageBelow avgBelow avgLanding page generic; keyword buriedKeyword-specific landing page
[keyword]5Below avgAverageAverageLow CTR history; weak headlinesTest new headline angles with keyword
针对每个质量得分≤5的关键词，记录：
关键词质量得分预期CTR广告相关性着陆页体验根因优化方案
[keyword]3低于平均低于平均平均广告组太宽泛，广告中无关键词拆分为主题更集中的广告组
[keyword]4平均低于平均低于平均着陆页太通用，关键词埋得太深制作关键词专属着陆页
[keyword]5低于平均平均平均CTR历史差，标题吸引力弱测试包含关键词的新标题角度

Step 4 — Prioritize Fixes

步骤4 — 优化方案优先级排序

Order your fix list by:
  1. Monthly spend × CPC multiplier impact (highest ROI first)
  2. Ease of fix (ad copy edits → ad group splits → landing page changes)
按以下规则排序你的优化清单：
  1. 月消耗 × CPC乘数影响（ROI最高的优先）
  2. 优化难度（广告文案修改 → 广告组拆分 → 着陆页修改）

Diagnosing and Fixing Each Component

各维度的诊断与优化方案

Expected CTR — Below Average

预期CTR — 低于平均

Diagnosis checklist:
  • Is the keyword in Headline 1 or 2 of the RSA?
  • Is the ad copy generic (same across many ad groups)?
  • Are all ad extensions enabled? (sitelinks, callouts, structured snippets, image)
  • Is the keyword low-volume / new? (no CTR history yet — wait 30 days before diagnosing)
  • Is the ad group's overall historical CTR dragging this keyword down?
Fixes, in order of impact:
  1. Add keyword to headline — Insert the keyword (or its close variant) into Headline 1 or 2. This is the single highest-impact CTR lever.
  2. Rewrite headlines for the specific intent — Generic headlines like "Best Software Tool" underperform. Write for the query: "Project Management for Teams", "Fast CRM for Sales Teams".
  3. Tighten the ad group — If the ad group has 20 unrelated keywords sharing one RSA, split it. Tighter themes = higher relevance per keyword = higher CTR.
  4. Add and optimize extensions — Sitelinks, callouts, and lead form extensions increase ad footprint → higher CTR. Pause low-performing sitelinks.
  5. Test emotional/benefit angles — Beyond just including the keyword: urgency ("Start Today"), social proof ("Trusted by 10,000 Teams"), specificity ("Reduce Time by 40%").
  6. Pause and restart (last resort) — For keywords with entrenched poor CTR history, sometimes pausing for 30+ days and reactivating with a new ad group resets the quality signal.
诊断清单：
  • 关键词是否出现在RSA的标题1或标题2中？
  • 广告文案是否太通用（多个广告组共用相同文案）？
  • 是否启用了所有广告附加信息？（附加链接、附加宣传信息、附加结构化摘要、附加图片）
  • 关键词是否是低搜索量/新关键词？（还没有CTR历史，等30天再诊断）
  • 广告组的整体历史CTR是否拉低了这个关键词的表现？
优化方案，按影响从高到低排序：
  1. 标题中添加关键词 — 把关键词（或近似变体）插入标题1或标题2，这是提升CTR最有效的手段。
  2. 针对特定意图重写标题 — 通用标题比如“最佳软件工具”表现很差，要针对查询撰写：“面向团队的项目管理工具”、“面向销售团队的快速CRM”。
  3. 收拢广告组主题 — 如果广告组有20个不相关的关键词共用同一个RSA，拆分广告组。主题越集中，每个关键词的相关性越高，CTR越高。
  4. 添加并优化附加信息 — 附加链接、附加宣传信息、潜在客户表单附加信息会扩大广告展示面积，提升CTR。暂停表现差的附加链接。
  5. 测试情感/利益角度 — 除了包含关键词之外，还可以加入紧迫感（“立即开始”）、社会证明（“10000支团队的信赖之选”）、具体收益（“节省40%时间”）。
  6. 暂停后重启（最后方案） — 对于有长期糟糕CTR历史的关键词，有时暂停30天以上，用新的广告组重新激活可以重置质量信号。

Ad Relevance — Below Average

广告相关性 — 低于平均

Diagnosis checklist:
  • Does the keyword appear anywhere in the ad copy?
  • Is the keyword thematically different from the other keywords in this ad group?
  • Are there pinned headlines preventing Google from showing relevant combinations?
  • Is the RSA using dynamic keyword insertion (DKI)?
Fixes, in order of impact:
  1. Split the ad group — Below-average Ad Relevance almost always means the ad group is too broad. Group keywords by tight intent clusters, each with its own RSA. Rule: every keyword in the ad group should feel natural in every headline.
  2. Include the keyword in at least 2 headlines — Target Headline 1 and one other. If pinning is needed, pin the keyword-focused headline.
  3. Mirror the keyword's language in descriptions — Don't just put the keyword in headlines. Reinforce the topic in descriptions: "The [keyword] built for [your ICP]."
  4. Use Dynamic Keyword Insertion (DKI) selectively — 
    {KeyWord: Default Text}
    inserts the search query into the headline automatically. High relevance impact, but monitor for awkward combinations.
    Headline: {KeyWord: Project Management Software}
    Use only in tight, well-controlled ad groups — DKI in broad match campaigns can produce nonsensical headlines.
  5. Remove unpin all RSA assets — Pinning too many headlines prevents Google from finding the most relevant combination per query. Unpin unless legally required.
诊断清单：
  • 关键词是否出现在广告文案的任何位置？
  • 关键词与该广告组的其他关键词主题是否不一致？
  • 是否有固定标题阻止Google展示相关的组合？
  • RSA是否使用了动态关键词插入（DKI）？
优化方案，按影响从高到低排序：
  1. 拆分广告组 — 低于平均的广告相关性几乎都意味着广告组太宽泛。按紧密的意图集群分组关键词，每个集群对应独立的RSA。规则：广告组里的每个关键词放在任何一个标题里都要自然通顺。
  2. 至少在2个标题中包含关键词 — 优先放在标题1和另一个标题中，如果需要固定标题，就固定聚焦关键词的标题。
  3. 在描述中复用关键词的语言 — 不要只把关键词放在标题里，在描述里强化主题：“为[你的目标客户]打造的[关键词]。”
  4. 选择性使用动态关键词插入（DKI） — 
    {KeyWord: 默认文本}
    会自动把搜索查询插入标题，对相关性提升很大，但要注意监控避免出现不通顺的组合。
    标题: {KeyWord: 项目管理软件}
    仅在主题集中、管控严格的广告组中使用，广泛匹配广告系列使用DKI可能会产生不通顺的标题。
  5. 取消所有RSA素材的固定设置 — 固定太多标题会阻止Google为每个查询找到最相关的组合，除非有法律要求否则不要固定。

Landing Page Experience — Below Average

着陆页体验 — 低于平均

Diagnosis checklist:
  • Does the landing page contain the keyword or its close variants?
  • What is the page load speed? (test with PageSpeed Insights)
  • Is the page mobile-friendly?
  • Does the page deliver on the ad's promise? (if ad says "Free Trial", is CTA visible above fold?)
  • Are there aggressive pop-ups, interstitials, or redirects on entry?
  • Does the page have clear navigation, contact info, and a privacy policy?
Fixes, in order of impact:
  1. Match the landing page to the keyword intent — If the keyword is "CRM for real estate agents", the page must address real estate agents specifically. Generic homepages kill LPE for specific queries. Create keyword-targeted landing pages or use dynamic content.
  2. Improve page speed — Google's crawler measures load time. Target <2.5s LCP (Largest Contentful Paint) on mobile. Key fixes:
    • Compress and lazy-load images
    • Eliminate render-blocking scripts
    • Use a CDN
    • Minify CSS/JS
  3. Mobile-first layout — Over 60% of Google searches are mobile. Ensure CTA is visible without scrolling, text is readable without zooming, tap targets are large enough.
  4. Keyword presence on page — Include the keyword (or natural language variation) in: H1, at least one H2, opening paragraph, and meta title. Don't keyword-stuff — write naturally.
  5. Fulfill the ad promise above the fold — Whatever the CTA in the ad says ("Get Free Demo", "See Pricing", "Download Guide") — that action must be immediately visible and accessible on the landing page.
  6. Remove friction on entry — Exit-intent pop-ups are fine; entry pop-ups (interstitials) that cover the page before users see content signal poor UX to Google. Remove them.
  7. Add trust signals — Customer logos, testimonials, security badges, and a visible privacy policy improve Google's trust assessment of the page.
诊断清单：
  • 着陆页是否包含关键词或其近似变体？
  • 页面加载速度是多少？（用PageSpeed Insights测试）
  • 页面是否适配移动端？
  • 页面是否兑现了广告的承诺？（如果广告说“免费试用”，首屏是否有可见的CTA？）
  • 进入页面时是否有攻击性弹窗、插屏广告或跳转？
  • 页面是否有清晰的导航、联系方式和隐私政策？
优化方案，按影响从高到低排序：
  1. 着陆页匹配关键词意图 — 如果关键词是“面向房产经纪人的CRM”，页面必须专门针对房产经纪人。通用首页会严重拉低特定查询的着陆页体验，制作关键词专属着陆页或使用动态内容。
  2. 提升页面速度 — Google爬虫会测量加载时间，移动端LCP（最大内容绘制）目标低于2.5秒。核心优化方案：
    • 压缩图片并懒加载
    • 移除阻塞渲染的脚本
    • 使用CDN
    • 压缩CSS/JS
  3. 移动端优先布局 — 超过60%的Google搜索来自移动端，确保CTA无需滚动就能看见，文字无需缩放就能阅读，点击目标足够大。
  4. 页面中出现关键词 — 把关键词（或自然语言变体）放在：H1标题、至少一个H2标题、开头段落、meta标题中，不要堆砌关键词，自然书写即可。
  5. 首屏兑现广告承诺 — 不管广告里的CTA是什么（“获取免费演示”、“查看定价”、“下载指南”），对应的操作入口必须在着陆页首屏直接可见、可访问。
  6. 移除进入页面时的阻碍 — 退出意图弹窗没问题，但用户看到内容前就覆盖整个页面的进入弹窗（插屏广告）会给Google传递UX差的信号，直接移除。
  7. 添加信任信号 — 客户logo、 testimonials、安全徽章、可见的隐私政策会提升Google对页面的信任评估。

New Account / New Keyword QS Behavior

新账户/新关键词的质量得分表现

New keywords start at QS 6 by default — Google has no data yet. The score will update as impressions and clicks accumulate.
What this means:
  • Don't over-optimize for QS in the first 30 days — there's nothing to diagnose
  • Focus on getting the basics right: keyword in headline, relevant page, extensions enabled
  • After 30 days with 100+ impressions per keyword, QS data becomes reliable enough to act on
Accelerating initial QS:
  • Use exact match initially to control which queries trigger the keyword
  • Keep ad groups tight so every impression contributes to the same quality signal
  • Avoid broad match until QS is established — broad match impressions from irrelevant queries drag CTR down
新关键词的默认质量得分为6 — Google还没有相关数据，得分会随着展示量和点击量的积累更新。
这意味着：
  • 前30天不要过度优化质量得分，没有可诊断的数据
  • 专注做好基础：标题包含关键词、页面相关、启用附加信息
  • 每个关键词积累100+展示量满30天后，质量得分数据才足够可靠，可以基于数据优化
加快初始质量得分积累：
  • 初期使用精确匹配，控制触发关键词的查询范围
  • 保持广告组主题集中，所有展示都贡献给相同的质量信号
  • 质量得分稳定前不要使用广泛匹配，无关查询带来的广泛匹配展示会拉低CTR

Quality Score Across Match Types

不同匹配类型的质量得分表现

QS is reported at the keyword level, not the search term level. But the match type affects which queries trigger the keyword, which affects the CTR history that feeds QS.
Match TypeQS Impact
ExactCleanest signal — query and keyword are nearly identical, CTR reflects true intent match
PhraseSome variance — different queries trigger the same keyword, average CTR can be lower
BroadMost noise — irrelevant queries drag CTR down and hurt Expected CTR; QS often lower
Implication: The same keyword as exact match will typically have a higher QS than as broad match because it only triggers on relevant queries.
质量得分是关键词维度的指标，不是搜索词维度的，但匹配类型会影响触发关键词的查询范围，进而影响构成质量得分的CTR历史。
匹配类型质量得分影响
精确匹配信号最干净 — 查询和关键词几乎完全一致，CTR反映真实的意图匹配度
短语匹配有一定波动 — 不同查询触发同一个关键词，平均CTR可能更低
广泛匹配噪音最多 — 无关查询拉低CTR，损害预期CTR，质量得分通常更低
含义： 同一个关键词用精确匹配通常比广泛匹配的质量得分更高，因为它只触发相关查询。

Tracking QS Over Time

长期跟踪质量得分

Google removed historical QS columns from the UI in 2022. To track trends:
Google在2022年从UI中移除了历史质量得分列，要跟踪趋势：

Option 1 — Google Ads Script (recommended)

方案1 — Google Ads脚本（推荐）

Run a weekly script that logs keyword-level QS, Expected CTR, Ad Relevance, and LPE to a Google Sheet. See 
google-ads-scripts
skill for implementation.
每周运行一次脚本，把关键词维度的质量得分、预期CTR、广告相关性、着陆页体验记录到Google Sheet中，参考
google-ads-scripts
技能实现。

Option 2 — Manual snapshots

方案2 — 手动快照

Monthly export of keyword QS data to a spreadsheet. Add a date column. Compare month-over-month by filtering on keyword.
每月导出关键词质量得分数据到电子表格，添加日期列，按关键词筛选对比环比数据。

Option 3 — Third-party tools

方案3 — 第三方工具

Optmyzr, Adalysis, and Swydo provide historical QS tracking dashboards with alerts for score drops.
Optmyzr、Adalysis、Swydo都提供历史质量得分跟踪面板，得分下降时会发出警报。

What to track

需要跟踪的指标

  • Account-level weighted average QS (weighted by impressions)
  • % of keywords in each QS band (1-3, 4-5, 6-7, 8-10)
  • QS trend for top 20 keywords by spend
  • 账户级加权平均质量得分（按展示量加权）
  • 每个质量得分区间的关键词占比（1-3、4-5、6-7、8-10）
  • 消耗前20的关键词的质量得分趋势

Optimization Checklist

优化 Checklist

Weekly

每周

  • Check for keywords newly flagged "Rarely shown due to Quality Score"
  • Review RSA asset ratings — pause "Low" assets, test new headlines
  • Check search term report for irrelevant queries dragging down Expected CTR
  • 排查新标记为“因质量得分过低极少展示”的关键词
  • 查看RSA素材评级，暂停“低”评级素材，测试新标题
  • 查看搜索词报告，排查拉低预期CTR的无关查询

Monthly

每月

  • Pull keyword QS report — flag all QS ≤ 5
  • For each QS ≤ 5 keyword: identify which component is failing
  • Prioritize fixes by spend × CPC impact
  • Check page speed for landing pages of low-LPE keywords
  • 导出关键词质量得分报告，标记所有质量得分≤5的关键词
  • 针对每个质量得分≤5的关键词，定位出问题的维度
  • 按消耗×CPC影响优先级排序优化方案
  • 检查低着陆页体验关键词对应的着陆页加载速度

Quarterly

每季度

  • Full QS audit — all campaigns, sorted by QS ascending
  • Restructure ad groups with persistent Ad Relevance issues
  • Review account-level weighted average QS trend
  • Identify keywords that have been QS 1-3 for 90+ days → pause or restructure
  • 全量质量得分审计 — 所有广告系列按质量得分升序排序
  • 重构存在长期广告相关性问题的广告组
  • 查看账户级加权平均质量得分趋势
  • 识别质量得分1-3超过90天的关键词 → 暂停或重构

Common Mistakes

常见错误

Optimizing QS for its own sake QS is a diagnostic tool, not a goal. A keyword with QS 8 and poor conversion rate is worse than QS 6 with strong ROAS. Always connect QS work to CPCs and conversion outcomes.
Ignoring new keywords New keywords show QS 6 regardless of quality. Don't make structural changes before 30 days and 100+ impressions — the data isn't there yet.
Pinning headlines to "fix" ad relevance Pinning forces a specific headline into every auction, reducing Google's ability to show the most relevant combination. This often makes Ad Relevance worse, not better.
Fixing LPE without measuring page speed Rewriting page copy helps, but if the page loads in 6 seconds on mobile, LPE will stay below average. Speed is often the real culprit.
Not splitting ad groups before rewriting ads If 15 different keyword intents share one RSA, rewriting the RSA helps only one intent. Split first, then rewrite.
Treating QS as a campaign-type-universal metric QS only exists for Search keywords. It does not apply to Shopping, Display, PMax, or Video campaigns. Don't look for it there.
为了提升质量得分而优化 质量得分是诊断工具，不是目标。一个质量得分8但转化率低的关键词，远不如质量得分6但ROAS高的关键词。始终把质量得分优化和CPC、转化结果挂钩。
忽略新关键词 不管质量如何，新关键词初始质量得分都是6。30天内积累不到100+展示量不要做结构性调整，数据还不可靠。
固定标题来“修复”广告相关性 固定标题会强制每次竞价都展示特定标题，降低Google展示最相关组合的能力，通常会让广告相关性变得更差，而不是更好。
优化着陆页体验不检查页面速度 重写页面文案有帮助，但如果移动端加载需要6秒，着陆页体验还是会低于平均，速度通常是真正的问题。
重写广告前不拆分广告组 如果15种不同的关键词意图共用同一个RSA，重写RSA只能帮到一种意图，先拆分，再重写。
认为质量得分是所有广告系列通用的指标 质量得分仅存在于搜索关键词中，不适用于购物、展示、PMax、视频广告系列，不要在这些系列里找质量得分。

Related Skills

相关技能

  • google-ads-search: RSA structure and ad group setup — the foundation of Expected CTR and Ad Relevance
  • google-ads-keywords: Ad group architecture and match type decisions that determine QS starting conditions
  • google-ads-search-term-mining: Identifying irrelevant queries dragging down Expected CTR
  • google-ads-negative-keywords: Blocking irrelevant queries that reduce average CTR and pollute QS signals
  • google-ads-bidding: Ad Rank = QS × bid × extensions — improving QS reduces the bid needed to hold position
  • google-ads-scripts: Automating QS tracking and alerting when scores drop
  • page-cro: Landing page optimization to improve Landing Page Experience component
  • google-ads-search: RSA结构和广告组设置 — 预期CTR和广告相关性的基础
  • google-ads-keywords: 广告组架构和匹配类型决策，决定质量得分的初始条件
  • google-ads-search-term-mining: 识别拉低预期CTR的无关查询
  • google-ads-negative-keywords: 屏蔽降低平均CTR、污染质量得分信号的无关查询
  • google-ads-bidding: Ad Rank = 质量得分 × 出价 × 附加信息 — 提升质量得分可以降低保持排名所需的出价
  • google-ads-scripts: 自动化质量得分跟踪，得分下降时发出警报
  • page-cro: 着陆页优化，提升着陆页体验维度