A Quality Score is a rating from 1 to 10 that reflects your ad relevance, landing page, and expected CTR.
Now let’s break down what Quality Score means, why it matters, and how to improve it for lower ad costs and better performance.
What Is Quality Score?
Quality Score is Google’s metric that measures how relevant and useful your ads, keywords, and landing pages are to users.
It’s calculated based on three core components: expected click-through rate (CTR), ad relevance, and landing page experience.
A higher score means your ads are more likely to appear, cost less per click, and perform better in search auctions.
Why Quality Score Matters:
Google wants to serve ads that give users a better experience. That’s why a high Quality Score benefits your campaign directly.
- Lowers Cost-Per-Click (CPC): Better scores reduce your average CPC.
- Improves Ad Rank: Higher scores mean your ads can outrank competitors even with lower bids.
- Enhances ROI: You get more clicks and conversions for less money.
- Increases Impression Share: Google prioritizes high-scoring ads in auctions.
- Signals Relevance: It shows you’re targeting the right keywords with the right message.
- Supports Account Health: High scores across campaigns reflect strong campaign structure and targeting.
How to Improve Quality Score:
You can improve your Quality Score by aligning user experience with ad messaging and keyword targeting.
- Write Relevant Ads: Make sure your headline and description closely match your keywords.
- Use Tight Ad Groups: Group similar keywords together for more focused ads.
- Improve Landing Pages: Ensure fast load times, mobile-friendliness, and keyword-relevant content.
- Increase CTR: Use strong CTAs, offers, and emotional triggers in your ad copy.
- Use Keyword Insertion: Dynamically insert keywords in ads to match search queries.
- Monitor & Test: Continuously A/B test ads and refine based on performance.
