[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"cms-page:\u002Fblog\u002Finsight-adwords-quality-score":3},{"date":4,"date_gmt":4,"content":5,"sticky":7,"format":8,"categories":9,"collections":11,"coauthors":12,"class_list":14,"acf":23,"head_links":395,"breadcrumbs":396,"reading_minutes":206,"category":404,"head":406},"2015-04-07T13:14:36",{"rendered":6},"\u003Cp>Over the Easter weekend one of our PPC managers managed to catch a little glimpse of an AdWords ‘glitch’ in the Keywords tab. As you can see from the image below, in the AdWords UI, a little code was exposed in a new untitled row on the far right.\u003C\u002Fp>\n\u003Cp>We didn’t manage to grab the source code of the page, but we did get a copy of some of the strings that appeared on the page. From initial viewing, it only looks like a comma separated string of data.\u003C\u002Fp>\n\u003Cp>Check them out below, and let us know what you make of it.\u003C\u002Fp>\n\u003Cpre>\"qualityInfo=,isKeywordAdRelevanceAcceptable=true,isLandingPageQualityAcceptable=true,isLandingPageLatencyAcceptable=,creativeQualityScore=AVERAGE,postClickQualityScore=ABOVE_AVERAGE,searchPredictedCtrAVERAGE,qualityScore=7\"\u003C\u002Fpre>\n\u003Cp>\u003Cimg loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-1150\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F03\u002F2ylibkwi-glitch-or-is-it.jpg?auto=compress%2Cformat&q=90\" alt=\"Is this an AdWords "glitch"?\" width=\"888\" height=\"325\" \u002F>\u003Cbr \u002F>\nWhat we do know is that we can pull out some of those attributes and look into them a little further. From any of the below, can we work towards improving our knowledge of what contributes to a keyword’s Quality Score?\u003C\u002Fp>\n\u003Ch2 id=\"the-string-variables\">The string variables\u003C\u002Fh2>\n\u003Cp>\u003Cstrong>qualityInfo\u003Cbr \u002F>\n\u003C\u002Fstrong>As we didn’t get a value here, we’re not too sure what this might usually contain. The keyword for the row that the data was output wasn’t a new keyword so perhaps we should have expected to see some historical data here.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>isKeywordAdRelevanceAcceptable\u003C\u002Fstrong>\u003Cbr \u002F>\nThis sounds almost self explanatory. Are we closely matching keywords with relevant ads in granular Ad Groups? This value looks like a boolean in the code above, but we wonder whether there’s a sliding scale happening in the background that we weren’t exposed to.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>isLandingPageQualityAcceptable\u003C\u002Fstrong>\u003Cbr \u002F>\nAgain, a boolean value, and similar principles to the above. Are we matching closely keywords and landing pages? We all know that landing page relevancy is important. Do we think this could also be on a hidden sliding scale rather than just true\u002Ffalse?\u003C\u002Fp>\n\u003Cp>\u003Cstrong>isLandingPageLatencyAcceptable\u003C\u002Fstrong>\u003Cbr \u002F>\nIn our code, we didn’t get a value for this value. Perhaps this is new? Or perhaps this hasn’t yet been decided for this keyword. Either way, we can now confirm that we’ve seen an example of this being factored into the algorithm “in the wild”. We think it’s interesting that landing page latency appears to be assessed on a keyword level.\u003C\u002Fp>\n\u003Chr \u002F>\n\u003Cp>It’s likely that the following three values are just used to build the UI. It might actually (unfortunately) be the case that the above variables are only used for this too, but it shouldn’t make this blog post any less useful for those trying to understand quality score and how it’s calculated, as you can see that the AdWords developers have labelled them slightly differently, which is mode indicative of what they are looking for. It’s a shame we didn’t get an insight into the algorithms behind these values as that would have been really valuable.\u003C\u002Fp>\n\u003Cp>You can see where this data is factored into the UI below;\u003C\u002Fp>\n\u003Cp>\u003Cimg loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-1151\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F03\u002FKLdOL5bd-adwords-keyword-performance.jpg?auto=compress%2Cformat&q=90\" alt=\"adwords keyword performance\" width=\"369\" height=\"204\" \u002F>\u003C\u002Fp>\n\u003Cp>\u003Cstrong>creativeQualityScore\u003C\u002Fstrong>\u003C\u002Fp>\n\u003Cp>How well are your ads paired with the keywords in your account? Read more about: \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fsupport.google.com\u002Fadwords\u002Fanswer\u002F1659752?hl=en&authuser=0\">Ad relevance\u003C\u002Fa>.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>postClickQualityScore\u003C\u002Fstrong>\u003C\u002Fp>\n\u003Cp>This is looking at the experience Google expects users to have on your website once they land. Are they likely to bounce? Is your page structured well? Read more about: \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fsupport.google.com\u002Fadwords\u002Fanswer\u002F1659694?hl=en&authuser=0\">Landing page experience\u003C\u002Fa>.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>searchPredictedCtrAVERAGE\u003C\u002Fstrong>\u003C\u002Fp>\n\u003Cp>This is looking at the expected click through rate of your advert when shown to users. Read more about: \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fsupport.google.com\u002Fadwords\u002Fanswer\u002F1659696?hl=en&authuser=0\">Expected clickthrough rate\u003C\u002Fa>.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>qualityScore\u003C\u002Fstrong>\u003C\u002Fp>\n\u003Cp>And this is the output… Unfortunately there’s no clear way to translate the values above into a 0-10 metric for Quality Score, as this value is clearly just provided to the UI in this comma separated sting.\u003C\u002Fp>\n\u003Ch2 id=\"discussion\">Discussion\u003C\u002Fh2>\n\u003Cp>We’ve had a chat internally and would really like to open the conversation a little wider to the \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fpaid-media\u002Fppc\u002F\">PPC\u003C\u002Fa> and wider community.\u003C\u002Fp>\n\u003Cul>\n\u003Cli>Have we seen anything here that’s new to anyone?\u003C\u002Fli>\n\u003Cli>Has this behaviour been experienced by anyone else before?\u003C\u002Fli>\n\u003Cli>Does anyone have any page latency vs. Quality Score data? (Should we create some??)\u003C\u002Fli>\n\u003C\u002Ful>\n\u003Cp>All thoughts would be appreciated in the comments below!\u003C\u002Fp>\n",false,"standard",[10],40,[],[13],108,[15,16,17,18,19,20,21,22],"post-2384","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ppc",{"page_content_modules":24,"hero":202},[25,154],{"acf_fc_layout":26,"reduced":27,"top_overlap":-1,"bottom_underlap":-1,"disable_observer":27,"title":28,"content":6,"authors":29},"blog_post_content",true,"Does this AdWords ‘glitch’ leave any Quality Score clues?",[30],{"id":31,"path":32,"display_name":33,"job_title":34,"description":35,"avatar_url":36,"acf":37},1,"\u002Fabout\u002Four-team\u002Faaron-dicks\u002F","Aaron Dicks","Chief Technology Officer","Chief Technology Officer of Impression. Previously a developer and SEO, I now oversee our technology- and data-driven services, as well as some of our innovation and software development. Technical problem solver.","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FAaron-Dicks2.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"job_title":34,"full_bio":38,"specialist_service_links":39,"photo":98},"\u003Cp>Chief Technology Officer. Co-founded Impression in 2012.\u003C\u002Fp>\n\u003Cp>I’m a self-taught web developer who stumbled into digital marketing through a part time job at University. I went on to work with a number of digital agencies when I was in an in-house marketing manager role which led me to identify an opportunity to start Impression to offer a better service and product.\u003C\u002Fp>\n\u003Cp>Having been here from day one, I’ve held many roles at Impression, but have since settled back into a technology role. I lead our technology and data service design and delivery and also look after some of our internal media software development.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Something that I’m proud of:\u003C\u002Fstrong>\u003Cbr \u002F>\nBuilding a business that can have so many positive impacts across our team, clients and – in time – a more positive impact on the community and environment.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Outside of work:\u003C\u002Fstrong>\u003Cbr \u002F>\nYou’ll find me walking my Giant Schnoodle, Otto.\u003C\u002Fp>\n",[40,57,69,79,89],{"page":41,"link_text":45},{"ID":13,"post_author":42,"post_date":43,"post_date_gmt":43,"post_content":44,"post_title":45,"post_excerpt":44,"post_status":46,"comment_status":47,"ping_status":47,"post_password":44,"post_name":48,"to_ping":44,"pinged":44,"post_modified":49,"post_modified_gmt":49,"post_content_filtered":44,"post_parent":50,"guid":51,"menu_order":52,"post_type":53,"post_mime_type":44,"comment_count":54,"filter":55,"url_path":56},"98","2020-12-16 14:36:55","","Digital Marketing Strategy","publish","closed","strategy","2025-10-29 17:34:16",33,"\u002F?page_id=108",0,"page","0","raw","\u002Fdigital-marketing\u002Fstrategy\u002F",{"page":58,"link_text":68},{"ID":59,"post_author":60,"post_date":61,"post_date_gmt":61,"post_content":44,"post_title":62,"post_excerpt":44,"post_status":46,"comment_status":47,"ping_status":47,"post_password":44,"post_name":63,"to_ping":44,"pinged":44,"post_modified":64,"post_modified_gmt":64,"post_content_filtered":44,"post_parent":65,"guid":66,"menu_order":52,"post_type":53,"post_mime_type":44,"comment_count":54,"filter":55,"url_path":67},24830,"1","2023-09-09 12:14:08","Media Measurement","measurement","2025-03-13 14:47:54",17552,"\u002F?page_id=24830","\u002Fmedia-solutions\u002Fmeasurement\u002F","Media Effectiveness & MMM",{"page":70,"link_text":73},{"ID":71,"post_author":42,"post_date":72,"post_date_gmt":72,"post_content":44,"post_title":73,"post_excerpt":44,"post_status":46,"comment_status":47,"ping_status":47,"post_password":44,"post_name":74,"to_ping":44,"pinged":44,"post_modified":75,"post_modified_gmt":75,"post_content_filtered":44,"post_parent":76,"guid":77,"menu_order":52,"post_type":53,"post_mime_type":44,"comment_count":54,"filter":55,"url_path":78},244,"2020-12-21 14:32:54","CRO","cro","2026-04-13 10:27:20",24873,"\u002F?page_id=244","\u002Fdigital-experience\u002Fcro\u002F",{"page":80,"link_text":88},{"ID":81,"post_author":42,"post_date":82,"post_date_gmt":82,"post_content":44,"post_title":83,"post_excerpt":44,"post_status":46,"comment_status":47,"ping_status":47,"post_password":44,"post_name":84,"to_ping":44,"pinged":44,"post_modified":85,"post_modified_gmt":85,"post_content_filtered":44,"post_parent":52,"guid":86,"menu_order":52,"post_type":53,"post_mime_type":44,"comment_count":54,"filter":55,"url_path":87},374,"2021-01-11 16:25:32","Analytics","analytics","2026-08-25 10:02:52","\u002F?page_id=374","\u002Fanalytics\u002F","Enterprise Analytics",{"page":90,"link_text":93},{"ID":91,"post_author":42,"post_date":92,"post_date_gmt":92,"post_content":44,"post_title":93,"post_excerpt":44,"post_status":46,"comment_status":47,"ping_status":47,"post_password":44,"post_name":94,"to_ping":44,"pinged":44,"post_modified":95,"post_modified_gmt":95,"post_content_filtered":44,"post_parent":52,"guid":96,"menu_order":52,"post_type":53,"post_mime_type":44,"comment_count":54,"filter":55,"url_path":97},20655,"2023-01-04 14:22:27","CRM","crm","2025-03-13 14:52:45","\u002F?page_id=20655","\u002Fcrm\u002F",{"ID":99,"id":99,"title":100,"filename":101,"filesize":102,"url":103,"link":104,"alt":44,"author":105,"description":44,"caption":44,"name":106,"status":107,"uploaded_to":52,"date":108,"modified":108,"menu_order":52,"mime_type":109,"type":110,"subtype":111,"icon":112,"width":113,"height":114,"sizes":115},25129,"Aaron-Dicks2","Aaron-Dicks2.png",305948,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FAaron-Dicks2.png?auto=compress%2Cformat&q=90","\u002Faaron-dicks2\u002F","12","aaron-dicks2","inherit","2023-10-03 15:58:10","image\u002Fpng","image","png","\u002Fwp\u002Fwp-includes\u002Fimages\u002Fmedia\u002Fdefault.png",696,600,{"thumbnail":116,"thumbnail-width":117,"thumbnail-height":117,"medium":118,"medium-width":119,"medium-height":120,"medium_large":121,"medium_large-width":122,"medium_large-height":123,"large":124,"large-width":125,"large-height":126,"1536x1536":127,"1536x1536-width":128,"1536x1536-height":129,"2048x2048":130,"2048x2048-width":131,"2048x2048-height":132,"post-thumbnail":133,"post-thumbnail-width":134,"post-thumbnail-height":135,"12_col":136,"12_col-width":137,"12_col-height":138,"default_landscape":139,"default_landscape-width":140,"default_landscape-height":114,"default_portrait":141,"default_portrait-width":114,"default_portrait-height":140,"6_col_and_margin_short":142,"6_col_and_margin_short-width":134,"6_col_and_margin_short-height":138,"11_col_and_margin":143,"11_col_and_margin-width":144,"11_col_and_margin-height":138,"9_col_rectangle":145,"9_col_rectangle-width":146,"9_col_rectangle-height":147,"11_col":148,"11_col-width":149,"11_col-height":138,"staff_image_696_600":150,"staff_image_696_600-width":113,"staff_image_696_600-height":114,"rectangular_thumbnail":151,"rectangular_thumbnail-width":152,"rectangular_thumbnail-height":153},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FAaron-Dicks2.png?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640","640","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FAaron-Dicks2.png?auto=compress%2Cformat&fit=scale&h=172&q=90&w=200",200,172,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FAaron-Dicks2.png?auto=compress%2Cformat&fit=scale&h=662&q=90&w=768",768,662,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FAaron-Dicks2.png?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892","1892","1000","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FAaron-Dicks2.png?auto=compress%2Cformat&fit=scale&h=1324&q=90&w=1536",1536,1324,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FAaron-Dicks2.png?auto=compress%2Cformat&fit=scale&h=1766&q=90&w=2048",2048,1766,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FAaron-Dicks2.png?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",1860,1180,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FAaron-Dicks2.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2880",2880,870,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FAaron-Dicks2.png?auto=compress%2Cformat&fit=crop&h=600&q=90&w=800",800,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FAaron-Dicks2.png?auto=compress%2Cformat&fit=crop&h=800&q=90&w=600","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FAaron-Dicks2.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=1860","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FAaron-Dicks2.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=3080",3080,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FAaron-Dicks2.png?auto=compress%2Cformat&fit=crop&h=1400&q=90&w=2150",2150,1400,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FAaron-Dicks2.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2640",2640,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FAaron-Dicks2.png?auto=compress%2Cformat&fit=crop&h=600&q=90&w=696","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FAaron-Dicks2.png?auto=compress%2Cformat&fit=crop&h=300&q=90&w=750",750,300,{"acf_fc_layout":155,"reduced":27,"top_overlap":156,"bottom_underlap":156,"disable_observer":-1,"heading":157,"cta_text":158,"cta_link":159,"items":160},"related_module","small","See more posts","See all articles","\u002Fblog\u002F",[161,178,190],{"type_key":16,"title":162,"excerpt":163,"to":164,"postedAt":165,"readingTime":166,"image":167,"authors":168,"category":175},"What’s new in Paid Media: August 2026 industry updates","\u003Cp>Whilst for many of us the summer holidays are in full swing, the ad platforms haven’t taken a single day off. If you’re just heading back to the office after a stint at the beach, here’s what you missed in August. Meta AI rolls out campaign analysis and optimisation in Ads Manager Meta has built […]\u003C\u002Fp>\n","\u002Fblog\u002Fwhats-new-in-paid-media-august-2026-industry-updates\u002F","2026-09-01T12:00:26",6,"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F09\u002Fnikolett-emmert-LFY3Lo-V07A-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[169,172],{"name":170,"image":171},"Joe Turnbull","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"name":173,"image":174},"Akshaya Korada","https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F01\u002FAkshaya-Korada.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"to":176,"name":177},"\u002Fblog\u002Fcategory\u002Fppc\u002F","PPC",{"type_key":16,"title":179,"excerpt":180,"to":181,"postedAt":182,"readingTime":183,"image":184,"authors":185,"category":189},"What’s new in Paid Media: July 2026 industry updates","\u003Cp>The sun’s finally out, but paid media hasn’t slowed down to enjoy it. Here’s what’s been going on while you were meant to be on the beach. Reddit upgrades Ads Manager with Split Testing and an AI ad generator A Free-form Ads Generator is entering beta, which uses Reddit Community Intelligence to scan your website, […]\u003C\u002Fp>\n","\u002Fblog\u002Fwhats-new-in-paid-media-july-2026-industry-updates\u002F","2026-08-04T11:16:31",5,"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F08\u002Fgetty-images-BRL3vv9p-Fw-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[186,188],{"name":187,"image":171},"Harry Clements",{"name":173,"image":174},{"to":176,"name":177},{"type_key":16,"title":191,"excerpt":192,"to":193,"postedAt":194,"readingTime":195,"image":196,"authors":197,"category":201},"What’s new in Paid Media: June 2026 industry updates","\u003Cp>Welcome to the latest blog from the  Impression Paid Media Team, where we uncover the latest news and trends to help you stay ahead of the curve. Keep reading to discover: Google Delays the move from Dynamic Search Ads to AI Max Google surprised advertisers in June by delaying the automatic migration of Dynamic Search […]\u003C\u002Fp>\n","\u002Fblog\u002Fwhats-new-in-paid-media-june-2026-industry-updates\u002F","2026-06-24T11:26:41",7,"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F06\u002Fandrey-grinkevich-0x6RTts1jRU-unsplash-1.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[198,199],{"name":187,"image":171},{"name":200,"image":171},"Jennifer Shin",{"to":176,"name":177},{"type":203,"style":204,"heading":28,"date":4,"updatedAt":205,"reading_minutes":206,"image":207,"imageAlt":28,"categories":208,"collections":394},"blog-post","light","2023-01-30T15:31:50",4,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FeNN4Acya-050720211625527998_adwords-diagram-qs.jpg?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",[209],{"id":10,"count":210,"description":211,"link":176,"name":177,"slug":212,"taxonomy":213,"parent":52,"meta":214,"acf":215,"head_links":216,"resource_count":217,"yoast_title":218,"yoast_meta":219,"yoast_json_ld":264,"_links":362,"path":176},271,"\u003Cp class=\"p1\">Keeping up to date with the latest digital trends, strategies, and announcements can be difficult. Our digital experts regularly blog about the PPC news that’s stirring up the industry, so check back regularly or sign up to our newsletter to stay informed!\u003C\u002Fp>\r\n\r\n\u003Cp class=\"p1\">Find out more about our \u003Ca href=\"\u002Fpaid-media\u002Fppc\u002F\">PPC services\u003C\u002Fa>, or browse our latest tips, advice and opinions below.\u003C\u002Fp>","ppc","category",[],[],[],16,"PPC Blog | PPC Tips, Advice & Guides | Impression",[220,222,225,228,231,234,237,239,241,243,246,249,252,255,258,261],{"property":221,"content":218},"title",{"property":223,"content":224},"description","Keeping up to date with the latest PPC trends, strategies, and announcements can be difficult. 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