How to Improve Quality Score for Your Google Ads Campaigns
  • January 23, 2023
  • PPC

How to Improve Quality Score for Your Google Ads Campaigns

What is Quality Score and How to Improve It


Quality Score (QS) is an algorithm used by Google Ads that determines the ranking of ads on the page. This score is based off several factors, including click-through rate (CTR), relevance, and landing page quality. A Quality Score of 10 is considered excellent, while a score of 1 is considered poor. Having a higher Quality Score will not only increase your ad’s visibility but can also result in lower cost-per-click (CPC) rates. But how exactly do you improve your Quality Score?

Here’s an old video explaining Quality Score:


Let’s dive into what QS is and how to improve it.

What are the 4 main components of Quality Score?

  • Expected Click-Through Rate (CTR): This is the estimated likelihood of users clicking on the ad when it is shown in the search engine results page. Google predicts CTR by using data from past campaigns, keywords, and other factors.

  • Ad Relevance: Ad relevance measures how closely related the content of an ad is to the keyword or search query being used by the user. This metric helps ensure that ads are providing relevant information to users.

  • Landing Page Experience: This component examines the quality of an ad’s landing page and how well it meets users’ expectations. It looks at elements such as load time, navigation features, and design quality.

  • Historical Performance: Google takes into account the previous performance of an individual advertisement to determine its Quality Score. This includes metrics such as clicks, impressions, and conversion rates for a given advertisement over its lifetime.

Why should you pay attention to Quality Score?


Quality Score is an important metric for measuring the success of your ad campaigns. It takes into account a variety of factors, including click-through rate (CTR), relevance, and landing page quality, in order to determine where your ads will be placed on the page. A higher Quality Score means that your ad will be more visible and can result in lower cost-per-click (CPC) rates. To optimize your Quality Score, ensure that you are targeting relevant keywords and have a well-optimized landing page with clear calls to action. Additionally, focus on increasing the CTR of your campaigns by creating captivating ad copy that stands out from other advertisers.

What is a good Quality Score?


A good Quality Score is a score given by Google Ads to measure the relevance and quality of an advertiser’s keywords. It is calculated on a scale from 1-10, with 10 being the highest possible score. Quality Scores also influence your Ad Rank, which determines your ad’s placement in search results. Generally speaking, higher Quality Scores can lead to lower costs per click and improved ad placement at a lower cost.

How do I see my Google Ads Quality Score?


You can see your Quality Score in the Google Ads dashboard, under the “Keywords” tab. To get the detailed information, click the “View Quality Scores” button on the page, or access details by hovering over any of the Quality Score icons next to individual keywords.

How is Quality Score calculated?


Quality Score is calculated using a combination of factors such as expected click-through rate (CTR), ad relevance, landing page experience, and historical performance. Google also keeps track of user engagement data to further refine Quality Scores. The score is updated regularly to make sure it reflects the current performance of the ads and keywords.

What is the difference between ad rank and Quality Score in Google Ads?


Quality Score is a metric used to measure the relevance of an ad, while Ad Rank is a score that determines where an ad will appear in the search engine results page. Quality Score measures factors such as expected click-through rate (CTR), keyword-ad relevance, landing page experience, and historical performance.

Ad Rank takes into account other elements including bids, quality scores, ad extensions, and device modifiers. Quality Score is Google’s way of measuring if users’ expectations are met with the content of the ad. Ad Rank is Google’s way of figuring out which ads should be more visible to users at any given time.

How to Improve Your Google Ads Quality Score


The first step to improving your Google ads QS is to ensure that all campaigns are relevant and well-structured. By creating campaigns with specific keywords grouped into well-defined ad groups, you can ensure that Google understands which keywords relate to which ads. Additionally, make sure that each keyword has its own unique ad copy so you can tailor each message directly to the customer’s search query.

This will help increase CTR since customers are more likely to click on ads that are relevant to their search query than ones that aren’t.

Another important factor for improving QS is landing page quality; if customers land on a slow-loading or confusing landing page after clicking on your ad, they are much less likely to convert or continue browsing through the site afterward; this will decrease CTR significantly over time and drastically impact your QS as well as CPC rates. Therefore, make sure that all landing pages have been optimized for speed and usability so customers have a smooth experience throughout the entire process from clicking on an ad to converting or making a purchase afterwards.

It is important to remember that Quality Score is largely determined by a thoughtful and targeted campaign setup. To create a successful ad campaign, try to group related keywords into small, tight-knit ad groups. For each keyword, create a separate ad tailored to the search query that will capture the user’s attention and increase the click-through rate (CTR). Additionally, make sure your landing pages are optimized for speed and usability.

Doing this ensures that customers have the smoothest possible experience from clicking on an ad to making a purchase.

For example, if you are selling shoes online, create an ad group containing all keywords relevant to shoes such as “running shoes”, “dress shoes” or “boots”. Within each ad group, create specific ads tailored to the query like “Find stylish running shoes at [Brand Name]” or “Upgrade your wardrobe with quality dress shoes at [Brand Name]”. Furthermore, ensure that each of these corresponding landing pages provides helpful information about the product being viewed along with clear calls to action – this will help increase CTR and result in a better Quality Score overall.

Should I still bid on keywords with low Quality Scores?


It is possible to bid on keywords with a low-Quality Score, but it is not always recommended. Low Quality Scores can be indicative of a keyword that has underperformed in the past, or one that may have limited relevance to your ad.

A lack of relevance between an ad and the search query can lead to costly clicks, as well as reduced user engagement on the landing page. Additionally, bidding on low Quality Score keywords may result in lower click-through rates and poor performance overall. Therefore, it’s important to focus on targeting keywords with higher Quality Scores in order to ensure maximum ROI from your campaigns.

Quality Scores are an important metric for any business using Google Ads – businesses with good scores pay less for clicks compared to those with bad scores – so it pays off in terms of ROI in the long run if businesses invest effort into improving their scores now! Improving Quality Scores requires businesses to focus on both campaign structure and keyword relevance as well as create high-quality copy for each individual keyword group and optimize their website for speed and usability; doing so will result in improved visibility online as well as lower CPC rates in turn due to increased CTR! Digital marketing agencies must stay aware of these changes and use them strategically when creating campaigns for clients for maximum benefit!

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by albert somlith
About author
Albert Somlith

Co-Founder of PPC Ad Editor. I am a leader in digital marketing, specializing in strategic planning, implementation, and optimization.