skill-064-quality-score-distribution-analysis

Skill 064: Quality Score Distribution Analysis

Purpose

Monitor Quality Score distribution across keywords and flag keywords with QS of 3 or below. Low Quality Scores indicate poor ad relevance, landing page experience, or expected CTR, leading to higher CPCs and lower ad positions.

Data Requirements

Data Source: Standard

Standard Data:

• data/account/campaigns/*/*/keywords.md - Keyword Quality Score data including overall QS and components
• data/performance/campaigns/*/*/keywords_metrics_30_days.md - Keyword performance metrics

Reference GAQL:

SELECT
  campaign.name,
  ad_group.name,
  ad_group_criterion.keyword.text,
  ad_group_criterion.keyword.match_type,
  ad_group_criterion.quality_info.quality_score,
  ad_group_criterion.quality_info.creative_quality_score,
  ad_group_criterion.quality_info.post_click_quality_score,
  ad_group_criterion.quality_info.search_predicted_ctr,
  metrics.impressions,
  metrics.clicks,
  metrics.cost_micros
FROM keyword_view
WHERE ad_group_criterion.status = 'ENABLED'
  AND campaign.status = 'ENABLED'
  AND segments.date DURING LAST_30_DAYS

Use /google-ads:get-custom if you need additional metrics or different date ranges.

Analysis Steps

1. Load keyword QS data: Read all keywords.md files and extract Quality Score values.
2. Calculate distribution: Count keywords by QS bucket (1-3, 4-5, 6-7, 8-10, N/A).
3. Calculate weighted average: Weight by impressions, target weighted avg QS > 6.
4. Flag critical issues: High-spend keywords with QS 1-3 are priority fixes.

Thresholds

Condition	Severity
Keyword QS 1-3 with Cost > $100/30d	Critical
Keyword QS 1-3 with Impressions > 1,000	Critical
>20% of keywords have QS 1-3	Critical
Weighted average QS < 5	Critical
Keyword QS 4-5 with Cost > $200/30d	Warning
Weighted average QS 5-6	Warning

Output

Short (default):

## Quality Score Distribution Audit

**Account:** [Name] | **Keywords Analyzed:** [X] | **Weighted Avg QS:** [Y]

### Distribution
| QS Range | Count | % |
|----------|-------|---|
| 8-10 | [X] | [%] |
| 6-7 | [X] | [%] |
| 4-5 | [X] | [%] |
| 1-3 | [X] | [%] |

### Critical ([Count])
- **[Keyword]** in [Ad Group]: QS [X], $[Cost] -> [Primary issue component]

### Recommendations
1. [Priority action]
2. [Secondary action]