What is Google Ads Quality Score?

I manage Google Ads for BirdEye. Almost everyday one of the questions I ask myself.

  • How do I make sure that the PPC campaigns are cost-effective?
  • How can I estimate the quality of my ads, keywords, and landing pages to lower my cost per conversion and gain better ad positions?
  • Am I making the best use of the company’s marketing budget?

The answer is – Quality Score.

Google Ads Keyword Quality score measures the effectiveness of Google Ads Keywords, Ads, and Landing pages. Higher quality score leads to lower cost per clicks (CPC) and higher Ad’s position. 

The below graph shows How Google prioritizes User Experience and Quality over higher CPC bids.

How Quality Score is Calculated?

– The Quality score is reported on a 1-10 scale and includes expected clickthrough rate, ad relevance, and landing page experience. 

– The more relevant your ads and landing pages are to the user, the more likely it is that you’ll see higher quality scores. 

– Quality score is an aggregated estimate of your overall performance in ad auctions and is not used at auction to determine ad ranks. –

What Factors Affect Your Quality Score?

Expected Click-Through Rate (CTR)
How Likely is someone to click your ad when Google serves it for the keyword they type in?

– Ad Relevance
Does the Ad make sense to appear when someone searches for a particular keyword?

Landing Page Experience
Does the information on the landing page correspond to what the ad is offering and vice versa?

Everything to Know about Google Ads Keyword Quality Score

How to Improve Quality Score?

Quality Score is Google’s rating of the overall user experience that your ads and landing pages provide when users search for your keywords.

Simply put – Improving for the user experience: Expected CTR, Ad Relevance & Landing pages improve Google Ad Keywords Quality Score.

Improving CTR can positively impact Quality Score, and improving the Quality Score can positively impact cost per click and cost per acquisition.

Expected Clickthrough Rate
Improving Ad Relevance
Improve the Landing Page Experience
Grouping Your Keywords to Improve Quality Score

Why Quality Score is Important?

Quality Score Reduces CPC & Higher Ad Rank.
Improving Quality score lowers your CPC, CPC can lower your CPA and lowering the CPA means more revenue.

Google Ads Quality Score, along with CPC bid, determines ad rank, and this is very important – especially for advertisers with a limited budget. The ad rank formula for the Google Search Network is as follows:
Ad Rank = CPC bid × Quality Score

Quality Score also affects ad placement on the Google Display Network.  The ad rank formula for keyword-targeted ads is as follows:
Ad Rank = Display Network bid × Quality Score

The ad rank formula for placement-targeted ads on the Google Display Network is as follows:
Ad Rank = Bid × Quality Score

How Quality Score Affects CPC?

What Advertisers Should Know About Quality Score

– Quality Score is a helpful Diagnostic Tool, Not a Key Performance Indicator.

– Focus Your Efforts on High-Value Areas Where You Can Affect Change.

– Pay Attention to the “Big Three” component parts of Ads Quality.
Understand what Does and Doesn’t Matter When It Comes to Ads Quality.

Expected Clickthrough Rate (CTR)

The expected CTR is an estimate of how likely someone will click your ad when it appears for one of your chosen keywords. When looking at your keyword status, you will see one of the three types of statuses for their expected CTR.

Average or Above Average

No significant problems with the keywords expected CTR relative to all the other keywords across Google Ads.

Below Average

Consider changing the ad text to be more similar to your top keywords. Changing the ad text for “Below Average” status keywords could include using the actual keywords withing the ads.


Crafting two or more ads per ad group comes in handy. You can incorporate more than one of your preferred keywords into each ad to improve your expected CTR.

How To Improve Quality Score?

Improving the Relevance of Your Ad

Ad relevance refers to how well a keyword matches the message in your ads, similar to the qualification for expected CTR> For this category, you will also see on the three possible statuses of average, above average, or below average.

Creating a more specific ad help improve its relevance to the chosen keywords.

Improving the Landing Page Experience

How useful is your landing page to people who click the ad? Is it well organized? Does the page have text that relates to a person’s search term? Is the page clear in its direction?

When trying to improve Google Ads keyword quality score – Marketers need to compare them to the copy, or words, on your chosen landing page, as well as the landing page’s overall user experience.

Grouping your Keywords to improve Quality Score

When your keywords are divided into small and concentrated ad groups, you’ll be able to write a more relevant ad test that corresponds to your high-quality landing pages.

Knowing how to improve Quality Score is as simple as choosing and grouping keywords that relate to your landing pages, writing ads that relate to your landing pages and keywords, and ensuring your landing pages are helpful to your potential customers.

Image Credit: Portent.com

Quality Score Misconceptions

  • Changing match types alters the quality score
  • Quality score suffers when ads or keywords are paused
  • Display and search quality score affect each other
  • Higher positions benefit your quality score
  • Deleting or restructuring low-Quality Score elements erases their history.

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