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Google Ads Keywords

In the Keywords tab within Ads, you can analyze the performance of your Google Ads keywords at a detailed level. This view shows you all the keywords in your campaigns along with their main metrics and the Quality Score breakdown.

How to access

Go to the top menu Ads and select the Keywords tab. There you'll find a table with all your keywords and their performance data.

Available metrics

The following columns are available:

  • Keywords: The search term you're bidding on.

  • Campaign: The campaign the keyword belongs to.

  • Ads Group: The ad group the keyword belongs to.

  • Quality score: Google's overall score (1–10) for your keyword quality, calculated from the three scores below.

  • Spent: Total amount spent on this keyword during the selected period.

  • Impressions: Number of times ads triggered by this keyword were shown.

  • Clicks: Total clicks received on this keyword.

  • CTR: Click-through rate, calculated as Clicks ÷ Impressions × 100.

  • Conversions: Number of conversions attributed to this keyword.

  • Conversion rate: Percentage of clicks that resulted in a conversion.

  • CPC: Cost per click, calculated as Spent ÷ Clicks.

  • CPM: Cost per thousand impressions, calculated as Spent ÷ Impressions × 1000.

Quality Score funnel breakdown

The Quality Score is divided into three components that correspond to the stages of the advertising funnel:

Search Score

This corresponds to the first stage of the funnel, visibility:

  • Impressions: The number of users who have been shown the ad.

  • Search Score: The Quality Score for this phase. This metric is one of the factors that affects the overall Quality Score of your keyword.

Creativity Score

This shows how many users who saw the ad clicked on it — the engagement stage:

  • Clicks: The number of clicks on your ad.

  • CTR: The percentage of clicks out of impressions.

  • Creativity Score: The Quality Score for this second stage. This also affects the overall Quality Score.

Landing Score

This corresponds to the conversion stage of the funnel:

  • Conversion rate: The percentage of users who converted.

  • Conversions: The number of conversions.

  • Landing Score: The Quality Score for the landing page of your keywords. Another factor affecting the overall score.

Improving each of these three scores will improve your overall Quality Score, which can lead to better ad positioning and lower costs per click.

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