Regardless of Landing Page quality in UI, QualityInfo.IsLandingPageQualityAcceptable always TRUE

[James Kelly]

I am attempting to take an inventory of my poorly performing landing pages and find areas for improvement... in order to make this a worthwhile exercise I need a way to do this systematically and not by simply going keyword by keyword in the UI, hovering over the bubble and making note of the Landing Page score.

I was able to query the AdGroupCriterionService using the API (python) and return the fields from AdGroupCriterionService.QualityInfo

https://developers.google.com/adwords/api/docs/reference/v201406/AdGroupCriterionService.QualityInfo

The values that are returned for the fields, however, are not consistent with what I see in the UI.

• qualityScore: matches almost exactly with what I find in the adwords UI
  
• IsKeywordAdRelevanceAcceptable: is TRUE in more cases than I would have expected. It seems like there is some relationship between TRUE/FALSE and the score in the UI, but I can find plenty of exception where the field is TRUE but the "Ad Relevance" is "Below Average" and vice versa.
• IsLandingPageQualityAcceptable: is always TRUE, even when I the UI reports "Below Average"
  
• IsLandingPageLatencyAcceptable: is always TRUE, even when I the UI reports "Below Average"

I realize that these fields are boolean and don't correspond directly to the UI scores, but shouldn't there be some relationship?

Am I correctly understanding the nature and purpose of these fields?

Any ideas what could cause these sort of results?

Here are a couple scenarios that have me confused:

1. I have a list of dozens of keywords with quality score <= 2. In these cases, all three quality measures in the UI reported below average. Yet, the API returns the correct quality score, but the three remaining fields are all TRUE.... how can this be?
   
   
2. When I filter on the predicate IsLandingPageQualityAcceptable = False (see below), I return 0 keywords in an account with > 2MM keywords..... that makes me suspicious that I am misunderstanding something...
   

#Request only poor landing experience KW's

 {

              'field': 'IsLandingPageQualityAcceptable',

              'operator': 'EQUALS',

              'values': [False]

          },

Thanks for any insight to what's happening!

[Josh Radcliff (AdWords API Team)]

Hi James,

As mentioned in a similar post, the API does not return the exact same categorization of quality information that's available when you hover over the quality balloons in the UI.

That being said, I would be interested in seeing the specific cases you mentioned. Could you provide some campaign and ad group IDs I could check?

Thanks,

Josh, AdWords API Team

[James Kelly]

Thanks for looking into this.

Here are some ad groups that have many keywords where

•  IsKeywordAdRelevanceAcceptable, IsLandingPageQualityAcceptable, IsLandingPageLatencyAcceptable are all TRUE
  
• Quality score is <=5 (I can also provide a list where QS<=2 as described above, but they are spread out across a much larger set of ad groups). 
• One or more of the metrics in the Adwords UI are list as 'Below Average' when hovering
• The quality score reported by the API does appear to be correct and if not exactly what I see in the UI, is within 1 point

account_id = 7714368372

campaign_id = 173152032

ad_group_id IN ( 13297850352,

13298336352,

13299243552,

13298938992,

13299022752,

13297766112,

13297869792,

13299088032,

13297850472,

13297993032,

13298939112,

16438706352)

[Josh Radcliff (AdWords API Team)]

Hi James,

Thanks for sending over the IDs and information. I'll take a look and get back to you.

Cheers,

Josh, AdWords API Team

[Josh Radcliff (AdWords API Team)]

Hi James,

Does bringing in the systemServingStatus provide additional insight? I noticed that many of your keywords come back with systemServingStatus of RARELY_SERVED.

Thanks,

Josh, AdWords API Team

[James Kelly]

Thanks for following up Josh.

It's true that many of these terms are low volume.

For the most part, these keywords have low traffic either due to actual low # of searches, or because they had low quality scores and have been paused (I'm pretty sure RARELY_SERVED only applies to the former case).

I haven't had time to dig in much more and I can't say that I've found a satisfying explanation yet.

In the meantime, I was able get some help from my account team to help answer my immediate question reg. account performance.

As such, understanding this in detail is not a priority for me anymore. 

I have to admit.... it still has me puzzled... maybe I'll be back once I have some more data on it :)

Thanks again for the help.

JK