Campaign AdGroup Keyword MatchType Quality Score Impressions Clicks

1) Run a keyword report that shows the same columns as A-J "Last 30 days" is usually a good date range. If possible, you should also filter for "Search Network Only" 1) Paste the data into columns A-J (make sure the data is in the correct order before you paste it) 2) Highlight the grey cells in columns K-R 3) Hover over the bottom right corner of the highlighted area until a black plus sign without arrows appears 4) Double-click 5) Go check out the results!

Cost

Average Position

Conversions CPC
$ -

CPM
$ -

CTR

CPA
-

P Points
0

0.00% $

QS Points Query Length

0 0

istext
FALSE

Raw Average

Impression-Weighted Average

######

#DIV/0!

Average CPC at each Quality Score

$1.00 $0.90 $0.80 $0.70 $0.60 $0.50 $0.40 $0.30 $0.20 $0.10 $1 2 3 4 5 6 7 8 9 10

These philosophy about the im and the Long Tail.

1. Good Quality Scores m 2. Good Quality Scores m

CPC Normal CPC

3. Long Tail terms have h 4. Traffic is cheaper on L

You should see your bar shape of the line graph o expect from your accoun

Average CTR at each Quality Score

100.00% 90.00% 80.00% 70.00% 60.00% 50.00% 40.00% 30.00% 20.00% 10.00% 0.00% 1 2 3 4 5 6 7 8 9 10

CTR Normal CTR

These graphs are meant to illustrate WordStream's philosophy about the importance of Quality Score and the Long Tail.
100.00%

Average Conversion Rate for each Q Length

80.00% 60.00% 40.00% 20.00% 0.00% 1 2 3 4 5 6 7

1. Good Quality Scores mean lower CPC's. 2. Good Quality Scores mean higher CTR's. 3. Long Tail terms have higher conversion rates. 4. Traffic is cheaper on Long Tail terms. You should see your bar graphs closely match the shape of the line graph of the results we would expect from your account.

Average CPC for each Query Len

$1.00 $0.90 $0.80 $0.70 $0.60 $0.50 $0.40 $0.30 $0.20 $0.10 $1 2 3 4 5 6 7

ersion Rate for each Query Length

Conversion Rate Ideal Conv Rate

10

C for each Query Length

CPC Normal CPC

10

Number of Keywords at Each Quality Score

1 0.9 0.8 0.7 Number of Keywords 0.6 0.5 0.4 0.3 0.2 0.1 0 0 1 2 3 4 5 6 7 8 0 0 0 0 0 0 0

y Score

What's going on in my account?

This graph shows the number of keywords with each quality score. While a quick glance at might seem to indicate that most of your keywords have a QS of 7, the reality is that you m an unhealthy number of keywords with low quality scores.

What can I be doing better?

The green line illustrates a common distribution of quality scores. Modest differences shou

If one of the bars for a QS less than 7 is unusually high, you should focus your energy on im quality scores of those keywords. If one of the bars for a QS more than 7 is unusually low, there is an opportunity for you to p performing keywords into this range.

If the shape of your bar graph does not match the shape of our line graph, you may have a size. That would indicate that you're missing out on opportunities for more keywords in yo

0 9

0 10

lity score. While a quick glance at your account a QS of 7, the reality is that you might also have

y scores. Modest differences should be expected.

ou should focus your energy on improving the

here is an opportunity for you to push your top

of our line graph, you may have a small sample rtunities for more keywords in your account.

Amount Spent at each Quality Score

$1.00 $0.90 $0.80 $0.70 $0.60 Total Cost $0.50 $0.40 $0.30 $0.20 $0.10 $Cost

1 $-

2 $-

3 $-

4 $-

5 $-

6 $-

Average Cost-per-Conversion at each Quality Score

$1.00 $0.80 $0.60 $0.40 $0.20 $1 2 3 4 5 6 7 8 9 10 CPA Normal CPA

Average CPC
$1.00 $0.90 $0.80 $0.70 $0.60 $0.50 $0.40 $0.30 $0.20 $0.10 $1

ch Quality Score

What's going on in my account? These graphs demonstrate your spending a keywords at each quality score.

What can I be doing better? If you're spending a lot of money on keywo less than 6 or 7, there is an opportunity for improving those quality scores or pausing c performing keywords.

6 $-

7 $-

8 $-

9 $-

10 $-

Average CPC at each Quality Score

CPC Normal CPC

10

oing on in my account? aphs demonstrate your spending and your return on s at each quality score.

n I be doing better? spending a lot of money on keywords with quality scores 6 or 7, there is an opportunity for you to save money by g those quality scores or pausing certain underng keywords.

Total Sample Quality Score 1 2 3 4 5 6 7 8 9 10 No QS Match Type Exact Phrase Broad Query Length 1 2 3 4 5 6 7 8 9 10

No. of Keywords Impressions 0 0 Distribution 0 0 0 0 0 0 0 0 0 0 0 Distribution 0 0 0 Distribution 0 0 0 0 0 0 0 0 0 0 Impressions 0 0 0 0 0 0 0 0 0 0 0 Impressions 0 0 0 Impressions 0 0 0 0 0 0 0 0 0 0

Clicks

Conversions 0 0 $ Conversions 0 0 0 0 0 0 0 0 0 0 0

Cost Cost

Clicks 0 0 0 0 0 0 0 0 0 0 0 Clicks 0 0 0 Clicks 0 0 0 0 0 0 0 0 0 0

$ $ $ $ $ $ $ $ $ $ $ Cost

Conversions 0 $ 0 $ 0 $ Conversions 0 0 0 0 0 0 0 0 0 0

Cost

$ $ $ $ $ $ $ $ $ $

Average Position CPC #DIV/0! $ Average Position 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 CPC -

CPM $ CPM CPM CPM -

CTR CPA 0.00% $ CTR 0.00% 0.00% 0.00% 0.00% 0.00% 0.00% 0.00% 0.00% 0.00% 0.00% 0.00% CPA $ $ $ $ $ $ $ $ $ $ $ -

Conversion Rate Average Quality Score 0.00% #DIV/0! Conversion Rate Average Quality Score 0.00% 0.0 0.00% 0.0 0.00% 0.0 0.00% 0.0 0.00% 0.0 0.00% 0.0 0.00% 0.0 0.00% 0.0 0.00% 0.0 0.00% 0.0 0.00% 0.0 Conversion Rate Average Quality Score 0.00% 0.0 0.00% 0.0 0.00% 0.0 Conversion Rate Average Quality Score 0.00% 0.0 0.00% 0.0 0.00% 0.0 0.00% 0.0 0.00% 0.0 0.00% 0.0 0.00% 0.0 0.00% 0.0 0.00% 0.0 0.00% 0.0

$ $ $ $ $ $ $ $ $ $ $

$ $ $ $ $ $ $ $ $ $ $

Average Position CPC 0.0 $ 0.0 $ 0.0 $ Average Position 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 CPC -

$ $ $

CTR CPA 0.0% $ 0.0% $ 0.0% $ CTR 0.00% 0.00% 0.00% 0.00% 0.00% 0.00% 0.00% 0.00% 0.00% 0.00% CPA $ $ $ $ $ $ $ $ $ $ -

$ $ $ $ $ $ $ $ $ $

$ $ $ $ $ $ $ $ $ $

ImpressionsClicks per KW per KW ConversionsCost per KW per KW 0 0.0 0.00 $ 0 0.0 0.00 $ 0 0.0 0.00 $ 0 0.0 0.00 $ 0 0.0 0.00 $ 0 0.0 0.00 $ 0 0.0 0.00 $ 0 0.0 0.00 $ 0 0.0 0.00 $ 0 0.0 0.00 $ 0 0.0 0.00 $ ImpressionsClicks per KW per KW ConversionsCost per KW per KW 0 0 0.0 $ 0 0 0.0 $ 0 0 0.0 $ ImpressionsClicks per KW per KW ConversionsCost per KW per KW 0 0 0.000 $ 0 0 0.000 $ 0 0 0.000 $ 0 0 0.000 $ 0 0 0.000 $ 0 0 0.000 $ 0 0 0.000 $ 0 0 0.000 $ 0 0 0.000 $ 0 0 0.000 $ -

Normal Distribution Ideal Impressions Ideal Clicks Ideal Conversions 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 -

Normal Distribution Ideal Impressions Ideal Clicks Ideal Conversions 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 -

Ideal Cost Normal CPCNormal CPM Normal CTRNormal CPA 0.00 0.00 $ 0% $ 0.00 0.00 $ 0% $ 0.00 0.00 $ 0% $ 0.00 0.00 $ 0% $ 0.00 0.00 $ 0% $ 0.00 0.00 $ 0% $ 0.00 0.00 $ 0% $ 0.00 0.00 $ 0% $ 0.00 0.00 $ 0% $ 0.00 0.00 $ 0% $ -

Ideal Impressions Ideal Clicks per Keyword per KW 0 0.00 0 0.00 0 0.00 0 0.00 0 0.00 0 0.00 0 0.00 0 0.00 0 0.00 0 0.00

Ideal Cost Normal CPCIdeal CPM Normal CTRIdeal CPA Ideal Conv Rate 0.00 0.00 $ 0% $ 0.00% 0.00 0.00 $ 0% $ 0.00% 0.00 0.00 $ 0% $ 0.00% 0.00 0.00 $ 0% $ 0.00% 0.00 0.00 $ 0% $ 0.00% 0.00 0.00 $ 0% $ 0.00% 0.00 0.00 $ 0% $ 0.00% 0.00 0.00 $ 0% $ 0.00% 0.00 0.00 $ 0% $ 0.00% 0.00 0.00 $ 0% $ 0.00%

Ideal Impressions Ideal Clicks per Keyword per KW 0 0.00 0 0.00 0 0.00 0 0.00 0 0.00 0 0.00 0 0.00 0 0.00 0 0.00 0 0.00

Ideal Conversions Ideal Cost per KW per KW 0.0000 0.00 0.0000 0.00 0.0000 0.00 0.0000 0.00 0.0000 0.00 0.0000 0.00 0.0000 0.00 0.0000 0.00 0.0000 0.00 0.0000 0.00

Ideal Conversions Ideal Cost per KW per KW 0.0000 0.00 0.0000 0.00 0.0000 0.00 0.0000 0.00 0.0000 0.00 0.0000 0.00 0.0000 0.00 0.0000 0.00 0.0000 0.00 0.0000 0.00