AdWords Script for tracking Quality Scores of SEM Keywords

Why is Quality Score Important?

Search Engines like Google are keen to ensure that their users enjoy a high quality experience. Even when it comes to delivering Ads on top of search results – it’s important to ensure that the Ads are relevant for the users and are of high quality. Quality Score is a measure of the ad quality on a scale of 1 to 10 .

Google ranks Ads for a particular search result based on a parameter called Ad-Rank. Ad-Rank is the product of a Search- Ads, CPC bid & Quality Score. A high Quality Score thus ensures that you can get a high Ad-rank by paying less.

Let’s consider a keyword for which our average CPC is $5 & the Quality Score is 4. Thus in this case our Ad-rank would be ($5*4) 20.

What would our CPC be if we had to maintain the above Ad-rank but had a Quality Score of 10 ? It’s simple : $5*4/10 = $2. In other words our CPC would be 60% ($3) lower! In we received 1000 clicks in a month – this quality score improvement would lead us to savings of $3,000. Wow! Bad Ads can really prove to be expensive!

What this AdWords Script Does :

Quality Score optimization, is extremely important if you are spending heavily on search engine marketing. However, when you are running SEM at Scale and bidding on thousands of keywords – the task of tracking Quality Scores and prioritizing improvement initiatives, becomes daunting.

The purpose of this script is to understand how much ad-spent on Search we could save monthly by hitting a Quality Score of 10 on all Keywords.

The Script analyses the CPC & Quality Scores for all keywords for which we received clicks in the previous month & calculates the overall savings potential.

The Script also sends the data to a Google sheet for further analysis & triggers a mail to your mailing list summarizing the data.

AdWords Script for analyzing spend savings by Quality Score Improvement:

function main() {
  var SPREADSHEET_URL = "ENTER YOUR SPREADSHEET URL";  
  var columns = ['Keyword','Total clicks','QS', 'CPC','Total Cost','CPC lowering Opportunity', 'Savings Opportunity'] 
  var sheet = SpreadsheetApp.openByUrl(SPREADSHEET_URL).getActiveSheet();
  sheet.clear();
  sheet.appendRow(columns);
  var costsum=0;
  var savesum=0;
  
  var keywords = AdsApp.keywords().forDateRange("LAST_MONTH").withCondition("Clicks >0").orderBy("Clicks DESC").get()

  while (keywords.hasNext()){
    var keyword = keywords.next();
    //Logger.log(campaign)
    if (keyword.isEnabled()){
      var Keytext=" "+keyword.getText().toString();
      var QS=keyword.getQualityScore();
      var CPC=keyword.getStatsFor("LAST_MONTH").getAverageCpc().toFixed(2);
      var cost=keyword.getStatsFor("LAST_MONTH").getCost().toFixed(2);
      costsum=costsum+Math.floor(cost);
      var clicks=keyword.getStatsFor("LAST_MONTH").getClicks();
      var CTR=keyword.getStatsFor("LAST_MONTH").getCtr();
      var low_CPC=(CPC*QS/10).toFixed(2);
      var low_Cost=low_CPC*clicks;
      var opportunity=cost-low_Cost;
      var k1= [Keytext,clicks,QS,CPC,cost,low_CPC,opportunity.toFixed(2)];
      savesum=savesum+opportunity;
      sheet.appendRow(k1);
    }

    
  }  
  msg1=["Total Cost: ",costsum];
  msg2=["Savings Opportunity: ",savesum.toFixed(2)];
  msg3=["% Savings possible: ",savesum/costsum*100+"%"];
  sheet.appendRow(msg1);
  sheet.appendRow(msg2);
  sheet.appendRow(msg3);
  msg = "Savings Opportunity : "+savesum.toFixed(2)+"<br/>" + "Total Cost: "+costsum + "<br/>"+ "Savings Opportunity %: "+savesum/costsum*100+"%" + "<br/>"+"Please check the following link for Details: "+SPREADSHEET_URL;
  
  var recipients = "ENTER_ID1"+","+"ENTER_ID2"+","+"ENTER_ID3";
  var CC="ENTER_CC_ID1"+","+"ENTER_CC_ID2";
  Logger.log(msg)
  MailApp.sendEmail({
    to: recipients,
    cc: CC,
    subject: "QS Report for Last Month: "+(savesum/costsum*100).toFixed(2)+ "% savings opportunity" ,
    htmlBody: msg,
  });
 


}

The Script Outputs :

The Google Sheet (linked) gets populated as shown below:

The mail Generated looks somewhat like this:

Further Reading

To learn more about the code, check this documentation by Google

You can check this article of mine to understand how to get started with using AdWords Scripts.