An AdWords Script That Can Help You Find Underperforming Keywords


AdWords (soon to be rebranded Google Ads) can be an effective tool to attract the attention of your intended audience in a way that’s direct, impactful, and compelling enough to inspire clicks and conversions. However, a low Quality Score (QS) can affect where your ads are placed and how much you have to invest in your various campaigns. Luckily, there’s a Low Quality Score Keyword Alert Script that can help you find QS problems and fix them quickly. The San Diego SEO specialists at Saba SEO explain how the AdWords script can help you locate underperforming keywords.

Understanding What Quality Score Is

Before getting into the script, you need to know what Quality Score is and why it matters. QS is a measure of ad relevance specific to keywords on a 1-10 scale. Google typically looks at factors such as click-through rates (CTRs) over a period of time, how relevant keywords are to your ads, and the quality of the landing pages linked to your ads. Google rewards advertisers with higher scores with lower bidding amounts and better visibility. If your QS remains too low, your account may be suspended.

Using the Script to Find Low QS Keywords

Keeping a track of underperforming keywords can be a tedious task, especially if you’re running multiple campaigns. The activity can be made easier with a script that has some handy features, including the ability to alert you when keyword scores are low. To use this script, go to Bulk Actions in AdWords. Choose Scripts and click the plus sign to add a new one. Paste the script shown in the first reference link below. Edit the following options:

• Email Addresses – Allows you to get alerts when Quality Scores are low for keywords
• QS Threshold – Lets you set the value for the script you consider low
• Label Keywords – Set this to “true” if you want your low QS keywords to be labeled
• Pause Keywords – Set this to “true” if you want to automatically pause your low QS keywords

Fixing Low Quality Score Problems

The script can help you find low-performing keywords, but you’ll need to take additional steps to fix the problems causing the Quality Score issues. There is no one-size-fits-all fix. However, you may see better results with your ads that have underperforming keywords by:

• A/B testing your ad copy to see what resonates best with your target audience
• Using ad extensions to make your ad more appealing to searchers
• Moving low QS keywords to more relevant ad groups
• Improving the quality of your landing pages so more clicks turn into conversions

There are some other tactics you can use to identify Quality Score issues affecting your AdWords campaigns. For example, you could look at your account on a campaign level to graph your QSs. Doing so will give you a quick overview of the various factors that contribute to your score. It can also be helpful to look at your impression-weighted quality scores at the account, campaign, and ad group levels and filter results by subfactors so you can spot issues easier.

Whether you need help assessing your Quality Score or creating a focused paid marketing campaign, turn to Saba SEO. We are among the best marketing companies San Diego has to offer, with over ten years of professional experience in search engine optimization, pay-per-click marketing, and web development. Our experts can assess your business objectives and target audience to create a comprehensive AdWords campaign. We make sure your message reaches all your potential customers. Call us at 858-951-1717 to schedule an appointment.