Ever wondered why some Google Ads appear at the very top of the search results, while others seem to be buried on the second page? The answer lies in a little something called Google Ads Quality Score. It is a crucial metric Google uses to measure the relevance and quality of your ads, keywords, and landing pages. It plays a significant role in determining how your ads are ranked: The higher your score, the better your ad will perform.

And why does this matter? Well, a high Google Quality Score can lead to lower costs per click, better ad positions, and ultimately, a higher return on your investment (ROI). It’s Google’s way of rewarding advertisers who create relevant and user-friendly ads. 

In this article, we’ll dive deep into the Google Ads Quality Score, covering what it is, how it’s calculated, and most importantly, how you can improve it. 

What Is Google Ads Quality Score?

The Google Ads Quality Score is a numerical value between 1 and 10 that indicates the quality and relevance of your ads, keywords, and landing pages, with 1 being the lowest and 10 being the highest. It’s calculated based on three main components:

What Is Google Ads Quality Score
  1. Expected Click-Through Rate (CTR): This is Google’s estimation of how likely your ad is to be clicked when shown. A higher expected CTR means that Google believes users will find your ad relevant and compelling.
  2. Ad Relevance: This measures how closely your ad matches the search terms people are using. The more relevant your ad is to the keyword, the higher your Google Quality Score.
  3. Landing Page Experience: This evaluates the quality and relevance of the landing page that users are directed to after clicking your ad. Factors such as page load speed, mobile-friendliness, and the relevance of the content to the ad and keywords all play a role in this assessment.

In simple terms, your Quality Score is a measure of how well your ad, keywords, and landing page work together to provide a great user experience. Now, let’s analyze the score’s scale: 

  • 1-3 (Below average): Ads with a Google Quality Score in this range have significant issues, stemming from low CTR, poor ad relevance, or a subpar landing page experience. Ads with scores in this range are likely to face higher costs-per-click (CPC) and lower ad positions.
  • 4-6 (Average): This range indicates there are areas for improvement (CTR or landing page experience) but the ads are generally performing decently. CPC may be higher than optimal, and ad positions may not be as favorable as they could be.
  • 7-10 (Above average): Ads with a Google Quality Score in this range are considered high-quality and highly relevant to users. They have high expected CTRs, are very relevant to the user’s search queries, and direct users to optimized landing pages. Ads in this range benefit from lower costs-per-click and better ad positions, making them more cost-effective.


Why Does Google Quality Score Matter?

Your Google Ads Quality Score will directly affect your ad campaign performance. For example, higher quality scores generally lead to lower CPCs, meaning you pay less for each click on your ads. This is because Google rewards ads that provide a good user experience with lower costs. Ads with higher Quality Scores are also more likely to be eligible for ad extensions and other features that can enhance their visibility and effectiveness.

Quality Score plays a critical role in Ad Rank, which is the position your ad occupies on the search results page. Ad Rank is calculated based on your bid amount, Google Quality Score, and the expected impact of ad extensions and other ad formats. Higher quality scores can improve your Ad Rank without the need to increase your bid amounts, leading your ads to higher positions at lower costs.

Consequently, better ad positions lead to higher visibility, which can increase your CTR. A higher CTR can further improve your Quality Score, creating a positive feedback loop that enhances your campaign performance. In the end, lower costs and better ad positions contribute to a higher ROI. With a high Google Ads Quality Score, you can achieve more with your ad spend, driving more traffic and conversions at a lower cost.


How to Check Your Google Ads Quality Score

Here’s a step-by-step guide to help you access this critical metric:

  1. Log in to Your Google Ads Account:
    • Navigate to Google Ads and log in with your credentials.
  2. Select Your Campaign:
    • Once logged in, go to the “Campaigns” tab to see an overview of your active campaigns.
  3. Navigate to Keywords:
    • Click on the “Keywords” tab in the left-hand menu to see a list of keywords associated with your campaigns.
  4. Add Quality Score Columns:
    • Click on the “Columns” button above the keyword list.
    • Select “Modify columns”.
    • Under the “Quality Score” section, add the following columns: “Quality Score”, “Landing Page Experience”, “Expected CTR”, and “Ad Relevance”. 
    • Click “Apply” to update your keyword view with these columns.
  5. View Quality Score:
    • You will now see the Quality Score and its components displayed next to each keyword in your campaign.

How to Improve Google Quality Score

Improving your Google Ads Quality Score is crucial for maximizing your PPC campaigns’ efficiency. Here are some comprehensive strategies to enhance each component of your Google Quality Score, along with common pitfalls to avoid.

Enhancing Ad Relevance

Ensure your ad copy closely matches the keywords you are targeting. Understand user intent behind search queries and craft ads that address these intents directly. This alignment improves ad relevance and user experience.

Implement dynamic keyword insertion to make your ads more relevant to the search queries and use different keyword match types (broad, phrase, exact) to control which searches trigger your ads. Additionally, use ad extensions like sitelinks, callouts, and structured snippets to provide additional information and improve ad visibility.

Improving Expected CTR

Your ad copy is super important to enhance your CTR. Focus on writing clear and persuasive copy to grab user attention while highlighting your products or service’s unique selling points. Finish with clear and strong calls-to-action (CTAs) to encourage users to click on your ads.

Don’t be satisfied with just one version of your ad. Continuously test different versions of your ad copy to determine which performs best. Experiment with headlines, descriptions, and CTAs to optimize CTRs. 

Improving Landing Page Experience

Your landing page should load quickly to ensure you offer the best experience to your users. Slow-loading pages can frustrate them and negatively impact your Google Quality Score. Use tools like Google PageSpeed Insights to identify and fix issues.

Nowadays, with the increasing number of mobile users, your landing page must be mobile-friendly. Make sure to use responsive design to ensure a seamless experience across all devices.

In the end, it doesn’t matter if you have an amazing ad copy if your landing page content isn’t equally good and relevant to the chosen keywords. It’s essential to include clear and concise information, effectively answering the user’s search and guiding them toward conversion.

Extra Tips

  • Schedule your ads to run at times when your target audience is most active. Then, analyze performance data to determine the best times to show your ads.
  • Tailor your ads and bids based on device performance. For example, if mobile users have a higher conversion rate, adjust your strategy accordingly.
  • Continuously monitor your Google Ads Quality Score and make adjustments as needed. Regularly update your keyword list, ad copy, and landing pages to keep high relevance and performance.