Keywords and Quality Score

Every entry on this page is evaluated deterministically from your own account data — the same rule and the same threshold on every run, with the number it measured quoted back to you.

A check that cannot be evaluated is reported as not_evaluated, with a reason code, and is excluded from the health score on both sides of its ratio. It is never reported as a pass.

Being listed here is not a promise that a given run reached it. A quick audit evaluates three of the 73 scored checks by design; a deep audit attempts all 73 and reports whatever it could not evaluate. The coverage block of any audit names the checks that were not run, and why — read that before reading a result as a clean bill of health.

Surfaced by names the analysis tools that return this entry's finding. full_audit at depth="deep" returns all of them.

Scored checks — 8 of the 73

These are part of the 73-check audit and they move the health score.

G-KW1 — Zero-impression keywords

G-KW2 — Keyword-to-ad relevance

G20 — Average Quality Score

G21 — Critical QS keywords

G22 — Expected CTR component

G23 — Ad relevance component

G24 — Landing page experience

G25 — Top keyword QS

Observations — 3, not scored

Reported with the same evidence and the same suggested fix as a scored check, but not among the 73: an observation never moves the health score, on either side of its ratio.

O-KWO-1 — Converting search term is not a keyword

O-KWO-2 — Converting keyword losing impression share to rank

O-KWO-3 — Negative keyword blocks a converting term