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Quality Index

Quality index is a numerical value to evaluate the quality of ad (“ad quality”). Each keyword has it in a 10-step scale, and 10 is the highest.

In general, the higher the “ad quality”, the higher the position of displayed Ad ("ad position") and the lower the CPC (cost per click). However, “ad quality” does not have any concrete numerical values, therefore, please refer to the quality index as a reference for it.

Calculation for Quality Index
Check the quality index and evaluation values of calculation factors

Calculation for Quality Index

The quality index is calculated with ad relevance, landing page experience and expected CTR.

  • Ad relevance: Evaluation of the relevance of ad description and search query.
  • Landing page experience: Evaluation of the landing page experience for the internet user who clicked ads. The landing page is the page set for the final URL.
  • Expected CTR: Estimated value of how many clicks will be received when an ad is displayed.

You can see the quality index and evaluation values on factors used for the quality index in the keyword list and the keyword report.
Learn more on “Check the quality index and evaluation values of calculation factors”.

Tips
  • Quality index is based on the premise that search query matches with keywords that you setup. Your settings for match type and negative keywords do not effect to Quality Index. However, using negative keyword effectively, your “ad quality” may be improved.
  • Internet user’s search query and the factors for ad auction (device, area, time) are not considered for the quality index calculation.
  • The keyword which distribution setting is turned “Off” is an invalid factor for the quality index calculation. (When it’s turned “On”, it’s valid.)
  • The quality index of the newly created keyword will be displayed as "-(hyphen)", and after about 1 day, the value according to the posting result will be reflected. In addition, it may take some time to reflect depending on the posting status of the created keyword.
  • For keywords that don't have enough impressions or clicks to accurately determine the quality index of the keyword, such as no recent clicks or impressions, the quality index is displayed as "-(hyphen)".

Please refer to the following page for the “Ad Quality”.

Check the quality index and evaluation values of calculation factors

You can see the quality index and evaluation values on factors used for the quality index in the keyword list and the keyword report in the performance report.
The current quality index value is displayed regardless of the specified display period for both the keyword list and keyword report.
For example, even if you select "Last month" for the display period, what is displayed in the quality index is the current value.

When you want to see the past values ​​of the quality index and calculation elements, refer to the items with “(hist.)” such as "quality index (hist.)" and "ad relevance (hist.)" in the keyword report. *The item with "(hist.)" displays the last evaluation during the specified reporting duration.

Tips
  • Ratings such as ad relevance used to calculate the quality index are displayed as either "above average," "average," or "below average."
  • Learn more on how to create keyword report on “Create a performance report”.
    Add the items to be checked such as the quality index (hist.) from the options of “Items displayed” when you create reports.
Note
If there are no impressions, the quality index and the evaluation values of calculation factors will not be displayed. When checking the quality index and etc, specify the period during which impressions are generated for the relevant keyword.

How to check quality index and evaluation values of calculation factors in Keyword List

Steps

  1. Click the “Search Ads” tab of the Campaign Management Tool.
  2. Click the “Campaign Management” tab.
  3. From the middle of the screen, select “Keyword” under the "Select Items."
    Tips
    When there are many keywords, use the left navigation to narrow down the campaigns and ad groups that include the keyword, and then display the keywords in "Keywords" in "Select Items".
  4. Check each items on the list of keywords.
    Quality Index: The items of the quality index are displayed in the keyword list.
    Calculation factors of quality index: Click the “Display” button in the middle of the screen and then click “Edit Items Displayed”.

    Check the options “Ad relevance”, “Landing page experience” and “Expected CTR” included in the “Optional Items”, then click the “Apply” button.
    Tips
    You can sort the items that are displayed in the list. For more details, refer to “[Display] button in the list”.

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