How to benchmark your keyword’s quality scores against the competition
When you first add a new keyword to your account, your keyword is given a quality score. This isn’t actually your keyword’s (or landing pages) quality score.
The initial quality score is a default quality score for everyone who has used this word before you. That’s an important benchmark as you can compare your quality score to your overall competition.
After you add several keywords, run a keyword report and save the quality score info for those new keywords.
After those new keywords have accrued enough data for Google to make a statically significant decision about what your actual quality score is (which could be a day to a few weeks depending on how many impressions, clicks, and when Google crawls your landing page) then your keywords are updated with your actual quality score.
Run another keyword report on your actual quality score.
Compare this data to the original quality score.
If yours is higher, fantastic, you’re above average. That doesn’t mean you should be satisfied – but you should note you’re in a good starting place.
If yours is lower, then you will end up paying more than average for the same ad position. If this keyword has a lot of traffic; stop raising bids and work on improving your quality score.
If your quality score drops at a later date, then use this checklist to investigate the reasons why it dropped.
Your ad rank is Max CPC times Quality Score. It’s just as important to optimize your quality score as it is to raise your bids. However, what’s very useful is to know your quality score compared to your competition – which is data that’s not too difficult to obtain.