Your keywords and PPC ads will receive a Quality Score from Google using their quality and relevance. It is compounded by your maximum bid to determine your ad position in the ad auction process. Determining your Quality Score depends on several factors, including:
Any organization or domain that wants to use Google pay-per-click ads must have a high-Quality Score. The main reason that Quality Score is important to advertisers is that it directly impacts how much they spend on CPCs. The better an advertiser's Quality Score, the lower their CPC will most likely be.
Ads appear on Google using an auction mechanism. Because Google doesn't want to show ads that aren't relevant to a user, an ad that isn't relevant may not be evaluated during the ad auction without paying a premium. Ad relevance directly impacts the quality score; therefore, the higher the Quality Score, the more relevant a domain's ads are in Google's view.
Quality scores directly impact where an ad appears in the search results. A higher Quality Score usually means a higher ad rank, which means more clicks, than a lower Quality Score.
Advertisers with better Quality Scores pay less to keep their ad ranking position in the ad auction over the next ad. A lower Quality Score means that the advertiser will have to pay more to keep their ad in its current place if it even ranks at all.
Google calculates the Quality Score Formula through the following formula:
The aggregate performance of three components to determine the Quality Score are:
"Above average," "Average," or "Below average" are the statuses assigned to each component. This assessment compares other advertisers' ads that appear for the same keyword in the last 90 days.
To check the quality score in Google Ads, you need to follow the steps below:
Choose any of the following measures to see prior Quality Score figures for the reporting period you want:
The Quality Score is determined by three primary factors:
In the past, seeing these criteria for each keyword was quite difficult. Especially because you had to hover over each keyword individually to view the Quality Score elements.
Quality Score can help you figure out how to make your advertising, keywords, and landing pages better. Instead of optimizing a score, think of Quality Score as a broad indicator of which areas to work on to improve ad quality.
You need to investigate the three components of Quality Score for further information on where to make improvements:
These elements can assist you in determining whether your ad copy, keyword selection, or landing page content needs an update. However, for each component, you will notice the status of "Below average," "Average," or "Above average". This can give you an idea of which areas need work.
The main objective is to provide your users with what they want, and good performance should follow. Remember to concentrate on your long-term performance objectives. Search for ways to achieve them through improving your user experience, which you can do with the help of Quality Score.
Ad relevance is a metric that measures how relevant your adverts are to the keywords they're targeting.
If the relevance of your ads is "below average" or "average," attempt the following recommended practices:
The expected clickthrough rate tells you how many people are likely to click on your ad.
If your experience CTR is "below average" or "average," consider the following best practices:
We hope this helps you with insights into what the Quality Score is and how it impacts your Google campaigns. If you’re looking to improve your campaign performance, the quality score should be a core factor to work upon. Or, consider bringing an experienced performance marketing agency on board. They can help work towards improving this metric and boost the results of your campaigns.