What Is Quality Score In Google Ads & How To Improve It

What Is Quality Score In Google Ads & How To Improve It

What Is Quality Score in Google Ads?

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:

  1. Your click-through rate is high (CTR).
  2. The importance of each keyword about its ad group.
  3. The quality and relevancy of the landing page.
  4. Your ad text's usefulness.
  5. The performance of your Google Ads accounts in the past.

Why Is Quality Score Important?

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.

Quality Score in digital marketing is relevant for the following reasons:

1. Has an impact on which ads qualify to participate in an ad auction

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.

2. Has an impact on how high your ad will be ranked

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.

3. Determines how much a CPC advertiser must pay

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.

Quality Score Formula: How Do You Calculate Quality Score

Google calculates the Quality Score Formula through the following formula:

The aggregate performance of three components to determine the Quality Score are:

  • Expected clickthrough rate (CTR).
  • Ad relevance refers to how well your ad fits the search intent of a user.
  • Landing page experience refers to how relevant and useful your landing page is to those who click on your ad.

"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.

How To Check Quality Score In Google Ads?

To check the quality score in Google Ads, you need to follow the steps below:

  1. Log in to your Google Adwords account.
  2. Select Keywords from the left menu.
  3. Click the columns symbol A photo of the Google Ads columns icon in the upper right corner of the table.
  4. Open the Quality Score area under "Modify columns for keywords." Add any of the following to your statistics table to see the current Quality Score and its component statuses:
  5. Quality Score
  6. Landing Page Exp.
  7. Relevance of the advertisement

Choose any of the following measures to see prior Quality Score figures for the reporting period you want:

  1. Quality Rating (hist.)
  2. Experiment with landing pages (hist.)
  3. Relevance of the advertisement (hist.)
  4. Exp. CTR. (hist.)

What Are The Three Quality Score Factors?

The Quality Score is determined by three primary factors:

  • Rate of click-through (CTR)
  • The relevance of the advertisement
  • Experience with landing pages

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.

How To Improve Quality Score Google Ads?

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.

1. Reviewing Quality Score Components

You need to investigate the three components of Quality Score for further information on where to make improvements:

  1. Expected clickthrough rate: The probability of people clicking on your ad when they see it.
  2. Ad relevance refers to how well your ad fits the search intent of a user.
  3. Landing page experience refers to how relevant and useful your landing page is to those who click on your ad.

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.

2. Make Advertising More Keyword-Relevant

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:

  1. Ad text wording should be more closely aligned with user search queries.
  2. Look for ad groupings that include a lot of diverse keywords that can't all be addressed in one ad. Dividing these ad groups into several ad groups that better fit the user's searches is a good idea.
  3. To boost relevancy, arrange your keywords into themes. These themes could be focused on your products, services, or any other category. For example, if you sell rings, you can have a group of keywords for "engagement rings" and another group for "wedding rings."

3. Make An Effort To Increase Your Clickthrough Rate (CTR)

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:

  1. To make your offer more appealing to your target audience, revise your ad wording.
  2. Make sure the details in your ad correspond to the keywords' intent.
  3. Highlight the distinctive value of your product or service, such as free shipping.
  4. Experiment with alternative CTAs that closely relate to your landing page.
  5. Use terms like "Buy, Sell, Order, Browse, Find, Sign up, Try, Get a Quote" to create engaging calls to action.
  6. Make your ad text more specific.


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.

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