The module ends with a concrete plan: 30 days to go from "QS is a number I never look at" to a five-minute weekly routine you can see on the invoice. It is designed around the Suite's QS Analyzer (installing it takes ten minutes from the panel), but each week can be done by hand with the columns and segments from the Basic level — just more slowly.
Week 1 · The X-ray
Goal: knowing where you really stand. Rule: touch nothing.
- Install the script (or prepare your sheet with keywords, cost, QS, components and 90 days of search terms).
- Calculate the spend-weighted QS and the effective QS (coverage: how much of the traffic comes in through terms with a decent score). Most accounts discover here that their "average of 7" was a mirage produced by the bag.
- Note the five highest-spending keywords with a QS ≤ 4 and the five highest-spending ones with a "below average" component.
- Check the robots.txt (AdsBot-Google) and the international speed of the three landing pages receiving the most traffic.
Week 2 · The bleeding
Goal: stop writing history against yourself.
- Pause the keywords with a QS of 1-4, impressions and no conversions (with a checkbox if you are using the script; by hand, with a filter). It is the fastest lever: from day one they stop eroding the account's CTR.
- Negativise the roots of the junk terms from those keywords (Module 1 of this level).
- Segment by network: if search partners are diluting the CTR without contributing conversions, switch them off.
- Do not touch the low-QS keywords that convert: those go to the recipe, not to the pause button.
Week 3 · Structure
Goal: raising coverage.
- Pull the good terms out of the bag: every converting term coming in through a "catch-all" keyword gets its own exact keyword, in its own ad group, with its own ad.
- Split the ad groups with generally low relevance (the three-step method from the Basic level).
- Apply the recipe (lesson 5) to the five keywords from week 1, starting with steps 1-2 (its own ad group + its own ad).
- This is where coverage rises, and the effective QS with it, even though the visible one takes weeks to reflect it.
Week 4 · Components
Goal: picking the next front.
- With the three components per keyword (better still, charted over time), decide: ads (expected CTR / relevance) or landing page (page experience)?
- If it is ads: new pieces in the rescued ad groups, using the formula from the Basic level, and a CTR × conversion test.
- If it is the landing page: one page per intent for the highest-spending ad groups; the penalty list; speed.
- Sort the task list by impact in euros (spend × distance from the target QS): the first task is the one that gives back the most money.
Afterwards: the Monday ritual
From day 30 onwards, the work is watching and deciding, not analysing:
- Weighted and effective QS: are they rising? (the trend, not the snapshot).
- New keywords in critical QS: pause, rescue or leave?
- New good terms in the bag: pull them out?
- Components that have fallen this week: what changed? (change history, landing page, competition).
- One task from the impact list, and only one.
Five minutes that most of the market no longer spends, and that you can see on the invoice month after month. Results arrive on the QS calendar: weeks to see the components move, a quarter to see the effective QS rise by a point, six months for the account's average CPC to reflect it fully.
What NOT to do during the 30 days
- Chasing the visible QS as a figure: if coverage rises and the CPC falls, the visible number does not matter.
- Touching bids or targets "to help": it muddles the diagnosis and resets Smart Bidding.
- Rewriting every ad at once: you lose history (and the test stops being a test).
- Giving up in week 3 because the number has not moved: the visible QS is the last to find out.
💡 Ninja trick: the QS Analyzer is, literally, this plan turned into tabs: Dashboard (week 1), critical QS with pause checkboxes (week 2), keyword and negative suggestions plus ad group restructuring (week 3), charted components and AI landing page analysis (week 4), and the TODO tab sorted by impact for the Monday ritual, with a weekly email summarising it. It watches; you decide.
What you should remember
- Week 1 the X-ray (weighted and effective QS, touch nothing) · 2 the bleeding (pause QS 1-4 with no conversions) · 3 structure (pull out of the bag, split ad groups) · 4 components (ads or landing page, by impact).
- Afterwards, five minutes on Mondays: the trend, new critical keywords, the bag, fallen components, one task.
- Results: weeks → a quarter → six months. The visible QS is the last to find out.
That is the end of Module 3 of the Intermediate level. Module 4 is the other half of the chain: the continuous optimisation of ads — the method behind «The eternal ad» and the RSA Optimizer.