quality score google ads

Quality Score for Google Ads – What is it and how can it be improved?

“Quality Score is an estimate of the quality of your ads, keywords, and landing pages. Higher quality ads can lead to lower prices and better ad positions. Keywords, landing pages and the relevancy between them is what Google is taken into account.”

(Source: Google Support)

When you advertise on Google you will want to take actions in order to optimize your ads, and your Quality Score is a central part of this process.

Google uses a scale from 1 to 10 when grading your ads. Unfortunately, the “recipe” that is being used to calculate the Google Ads Quality Score isn’t exactly known. What we do know for sure is that ads, keywords, landing pages and the relevancy between them is what is taken into account. Advertisers can find the score of their ads in the “Quality Score” column in the Google Ads report.

Google Ads Quality Score – Why is it so important

Quality Score affects the cost per click and cost per conversion of your ads. Therefore, it has an impact on your ROI and the ranking of your ads. The higher your ad is placed, the better its performance will be. If you don’t want your ad to get lost in Google’s second or third results page, then your Quality Score is something you should monitor carefully and work on improving.

Quality Score vs. Ad Rank

It’s relatively easy to confuse these two terms with each other. Just remember that Quality Score is the tool that Google Ads is offering to advertisers in order to improve their ads. On the other hand, Ad Rank determines the position of your ad in Google’s search results. Ad Rank is determined by these factors as laid out by Google:

“Bid amount, your auction-time ad quality (including expected clickthrough rate, ad relevance, and landing page experience), the Ad Rank thresholds, the competitiveness of an auction, the context of the person’s search (for example, the person’s location, device, time of the search, the nature of the search terms, the other ads and search results that show on the page, and other user signals and attributes), and the expected impact of extensions and other ad formats.” (Source: Google)

How can you increase your Quality Score in Google Ads?

Unfortunately there is no 100% guaranteed rule that advertisers can follow in order to increase their Quality Score. However, there are some key areas that you should focus on in order to achieve a better score:

Group keywords 

A key to a high Quality Score is relevance. A successful strategy to achieve this is to group keywords in separate ad groups by their meaning. 

Create targeted ads with landing pages 

After organizing your keywords into their respective groups, you can create ads and landing pages that target them specifically. Apart from increasing your Quality Score, this strategy is recommended for a better organization of your Google Ads account and for making your life easier in general.

Optimize landing pages

  • Improve your page’s loading time in order to avoid high bounce rates from users abandoning your landing page.
  • Be mindful of the way you’ve designed your ads and think about what the user expects when they arrive at your landing page. The content of your landing pages must be as relevant as possible when comparing it to its ad.

Never forget that the optimization process is not a one-time thing. You’ll have to constantly monitor your ads, measure the results they bring you, compare numbers, make changes and repeat.

  1. Not only is there Quality Score in a traditional sense, there’s still also “Account Level” Quality score in Google Ads which a lot off people have stopped talking about, ie. one quality ad influences another ads starting (and sometimes future) performance VERY heavily.

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