skill-065-quality-score-component-breakdown

Skill 065: Quality Score Component Breakdown

Purpose

Track the three Quality Score components separately: Expected CTR, Ad Relevance, and Landing Page Experience. Understanding which component is causing low QS enables targeted optimization.

Data Requirements

Data Source: Standard

Standard Data:

• data/account/campaigns/*/*/keywords.md - Contains QS components (Expected CTR, Ad Relevance, Landing Page Experience)
• data/performance/campaigns/*/*/keywords_metrics_30_days.md - Performance metrics for prioritization

Reference GAQL:

SELECT
  campaign.name,
  ad_group.name,
  ad_group_criterion.keyword.text,
  ad_group_criterion.quality_info.quality_score,
  ad_group_criterion.quality_info.search_predicted_ctr,
  ad_group_criterion.quality_info.creative_quality_score,
  ad_group_criterion.quality_info.post_click_quality_score,
  metrics.impressions,
  metrics.cost_micros
FROM keyword_view
WHERE ad_group_criterion.status = 'ENABLED'
  AND campaign.status = 'ENABLED'
  AND metrics.impressions > 100
  AND segments.date DURING LAST_30_DAYS

Use /google-ads:get-custom if you need additional fields or filters.

Analysis Steps

1. Extract component ratings: Read keywords.md files for Expected CTR, Ad Relevance, Landing Page ratings.
2. Classify by component: Count keywords with Below Average for each component.
3. Identify primary issues: Which component has the most Below Average ratings?
4. Prioritize by spend: Focus on high-spend keywords with component issues.

Thresholds

Condition	Severity
All 3 components Below Average	Critical
2 components Below Average	Critical
Landing Page Below Average (account-wide)	Critical
Expected CTR Below Average + high spend	Warning
Ad Relevance Below Average	Warning
>30% of keywords with any Below Average	Warning

Output

Short (default):

## Quality Score Component Audit

**Account:** [Name] | **Keywords Analyzed:** [X] | **Issues:** [Y]

### Component Summary
| Component | Below Avg | Avg | Above Avg |
|-----------|-----------|-----|-----------|
| Expected CTR | [X] | [Y] | [Z] |
| Ad Relevance | [X] | [Y] | [Z] |
| Landing Page | [X] | [Y] | [Z] |

### Critical ([Count])
- **[Keyword]**: All 3 components Below Average -> Full restructure needed

### Recommendations
1. [Priority action based on most common issue]
2. [Secondary action]