Keyword Status and Diagnostics in Google Ads provides advertisers with essential information about how their keywords are performing and whether they are eligible to trigger ads. This feature helps identify issues that may prevent keywords from showing ads effectively.
Keyword status indicates the…Keyword Status and Diagnostics in Google Ads provides advertisers with essential information about how their keywords are performing and whether they are eligible to trigger ads. This feature helps identify issues that may prevent keywords from showing ads effectively.
Keyword status indicates the current state of each keyword in your campaign. Common statuses include 'Eligible,' meaning the keyword can trigger ads; 'Below first page bid,' indicating your bid is too low to appear on the first page of search results; 'Rarely shown due to low quality score,' suggesting your keyword relevance or landing page experience needs improvement; and 'Paused' or 'Removed,' showing keywords you have manually stopped.
The diagnostics tool allows advertisers to understand why ads might not be appearing for specific keywords. By hovering over the status column or using the keyword diagnosis feature, you can access detailed information about potential issues affecting your keyword performance.
Key factors analyzed include Quality Score components such as expected click-through rate, ad relevance, and landing page experience. The tool also examines bid competitiveness, budget limitations, and targeting settings that might restrict ad delivery.
Understanding keyword diagnostics helps optimize campaigns by identifying specific areas requiring attention. For example, if a keyword shows low Quality Score, you might need to improve ad copy relevance or enhance your landing page content to better match user intent.
Regularly monitoring keyword status ensures your advertising budget is spent efficiently. Keywords with poor performance can be adjusted, paused, or replaced with better alternatives. This proactive approach helps maintain campaign health and maximizes return on investment.
The diagnostic information also assists in troubleshooting sudden drops in impressions or clicks, enabling quick identification and resolution of issues affecting campaign performance. Mastering keyword status interpretation is fundamental for successful Google Ads management.
Keyword Status and Diagnostics: Complete Guide for Google Ads Search Certification
Why Keyword Status and Diagnostics Matter
Understanding keyword status and diagnostics is essential for managing successful Google Ads campaigns. Keywords are the foundation of search advertising, and knowing their operational status helps you identify issues that may prevent your ads from showing. This knowledge ensures optimal campaign performance and efficient budget utilization.
What is Keyword Status?
Keyword status indicates whether a keyword is eligible to trigger ads and, if not, explains the reason. Google Ads assigns various statuses to keywords based on their current state within the system. These statuses help advertisers quickly identify and resolve issues affecting ad delivery.
Common Keyword Statuses:
Eligible - The keyword is active and can trigger ads when relevant searches occur.
Low Search Volume - The keyword has very little search traffic. Google temporarily makes it inactive until search volume increases.
Below First Page Bid - Your bid is lower than what's typically needed to show on the first page of results.
Rarely Shown Due to Low Quality Score - The keyword has a poor Quality Score, limiting ad impressions.
Paused - You've manually paused the keyword.
Removed - The keyword has been deleted from the ad group.
Disapproved - The keyword violates Google Ads policies.
How Keyword Diagnostics Work
Keyword diagnostics provide detailed insights into why keywords may not be performing as expected. The diagnostic tool analyzes several factors:
1. Ad Relevance - How closely your ad matches the intent behind a user's search
2. Landing Page Experience - How relevant and useful your landing page is to users
3. Expected Click-Through Rate - The likelihood that your ad will be clicked when shown
These three components form the Quality Score, which ranges from 1 to 10. Higher scores indicate better keyword health and can lead to lower costs and better ad positions.
Accessing Keyword Diagnostics
To view keyword diagnostics in Google Ads: - Navigate to the Keywords section of your campaign - Hover over the status column next to any keyword - Click on the speech bubble icon to see detailed diagnostic information - Review the Quality Score breakdown and recommendations
Resolving Common Keyword Issues
For Low Search Volume: Consider using broader match types or finding alternative keywords with higher search traffic.
For Low Quality Score: Improve ad relevance by including keywords in ad copy, enhance landing page experience, and structure ad groups with tightly themed keywords.
For Below First Page Bid: Increase your keyword bid or improve Quality Score to achieve better positions at the same cost.
Exam Tips: Answering Questions on Keyword Status and Diagnostics
1. Memorize the three Quality Score components - Questions frequently test knowledge of ad relevance, landing page experience, and expected click-through rate.
2. Understand that Low Search Volume is temporary - Google reactivates these keywords when search traffic increases.
3. Know that Quality Score is calculated at the keyword level - Each keyword has its own score based on historical performance data.
4. Remember that disapproved keywords require policy review - You must modify the keyword or request a review to resolve this status.
5. Focus on the relationship between Quality Score and costs - Higher Quality Scores typically result in lower cost-per-click and better ad positions.
6. Practice identifying the correct troubleshooting steps - Exam questions often present scenarios where you must select the appropriate action based on a specific keyword status.
7. Understand that keyword diagnostics provide actionable insights - They help identify which specific area needs improvement rather than just showing a score.
8. Review the difference between paused and removed keywords - Paused keywords retain historical data and can be reactivated; removed keywords are permanently deleted from the ad group.