What Is Quality Score? And How It Impacts Your Google Ads

What Is Quality Score?

Quality Score is simply a metric expressed connected a modular from 1 to 10 that helps you measurement nan worth and relevance of your Google ads and landing pages.

A higher Quality Score tin mean your ads and landing pages are overmuch applicable to users compared to competing ads. And you whitethorn get amended placements and small costs per click (CPC) values arsenic a result. 

Why Is Quality Score Important?

Quality Score is important because it allows you to measurement nan worth of your hunt ads successful a measurement that’s akin to really Google does erstwhile moving nan auction that determines whether and wherever your ads will show. 

A bully Quality Score suggests you mightiness get to experience:

• Lower costs: All different being equal, Google charges a small costs per click (CPC) for ads that are higher successful quality
• Better advertisement placements: High-quality ads that Google thinks will beryllium applicable to users personification a amended chance of appearing prominently. Which tin construe to overmuch visibility, overmuch clicks, and moreover a amended return connected advertisement locomotion (ROAS).
• Competitive advantage: If you consistently create ads that are higher successful worth than your competitors’ ads, you could perchance get overmuch leads and customers astatine small costs compared to your rivals

What Metrics Determine Quality Score?

Google determines Quality Score utilizing 3 components: expected CTR, ad relevance, and landing page experience.

Here’s what each constituent means:

• Expected CTR: Google's prediction of nan percent of users who will click connected your advertisement compared to nan number of users who spot it. Google uses humanities accusation to make this prediction.
• Ad relevance: How applicable your advertisement is to nan user’s hunt intent (i.e., nan main logic down nan query). If your ads are intimately aligned to intent, your ads are overmuch apt to appear.
• Landing page experience: The worth and relevance of your landing page. Google considers factors for illustration contented value, advertisement alignment, and usability to measurement nan landing page experience.

This is what Quality Score and nan different 3 components look for illustration successful your Google Ads relationship dashboard:

Google rates each constituent by comparing your advertisement pinch competitors’ ads that were shown complete nan past 90 days.

If your expected CTR, advertisement relevance, and landing page acquisition are worse than your competitors', you'll get a below average opinionated for each component.

If they are equal to your competitors', you'll personification an average opinionated for each.

And if they are better than your competitors', you'll get an above average rating.

Then, based connected your opinionated for each component, Google gives your advertisement a Quality Score retired of 10.

Just cognize that Quality Score doesn’t seizure everything related to advertisement quality, including:

• Devices: Quality tin alteration based connected nan instrumentality utilized (desktop, mobile, tablet)
• Geographic location: Quality tin alteration depending connected wherever users are located, but Quality Score doesn’t seizure that
• Ad extensions: Using advertisement extensions (like sitelinks and personification ratings) tin lead to amended capacity successful nan auction, but they’re not considered arsenic information of your Quality Score

Further reading: 9 PPC Metrics to Track & How to Optimize Them

How to Find Quality Score successful Google Ads

Find your existent and past Quality Scores consecutive successful your Google Ads account. 

Here’s how:

Sign successful to your Google Ads account. And click connected “Campaigns” > “Audiences, keywords, and content” > “Search keywords.”

Then, successful nan precocious correct corner, click "Columns” > “Modify columns”

Click connected nan “Quality Score” drop-down nether “Modify columns for keywords.”

Select nan checkboxes adjacent to “Quality Score,” “Exp. CTR,” “Ad relevance,” and “Landing page exp.” 

If you want to spot past Google Ads Quality Score stats for your selected period, cheque nan boxes that personification “(hist.)” adjacent to them.

Click “Apply.” 

You’ll spot your keyword dashboard connected pinch Quality Scores and nan different selected values.

It’ll look point for illustration this:

How to Improve Your Quality Score

You tin amended your Quality Score successful Google Ads by expanding your expected CTR, advertisement relevance, aliases landing page experience. 

But support successful mind that Google recommends utilizing Quality Score arsenic a diagnostic instrumentality for identifying whether you petition to improve. Meaning it’s not worthy chasing a cleanable score.

Quality Score is not a cardinal capacity parameter and should not beryllium optimized aliases aggregated pinch nan remainder of your data.

So, commencement by identifying ads pinch beneath mean and mean ratings (as shown successful nan erstwhile section).

And recreation these tips to amended your advertisement campaigns’ quality:

• Find applicable keywords. Choose applicable keywords to scope users who are genuinely consenting successful your offering. For example, a circumstantial keyword for illustration “grain free integrated canine food” will target your assemblage overmuch efficaciously than a wide connection for illustration “pet food.”
• Write advertisement transcript that meets users’ intent. Understand what users are searching for and point benefits that reside their needs. For instance, “Vet-Approved Grain-Free Dog Food” could beryllium an effective header for nan target keyword “grain free canine food.” 
• Organize your advertisement groups. Create advertisement groups based connected merchandise categories aliases themes. For example, you tin style advertisement groups for footwear categories for illustration “running shoes,” “hiking shoes,” “winter boots,” and truthful connected if you discarded footwear.
• Maintain consistency successful messaging. Make judge your landing page aligns pinch what you relationship aliases committedness successful your ad. Meaning if your advertisement promotes “Up to 50% disconnected connected recliners,” nan landing page should show a postulation of discounted recliners.
• Optimize your landing pages. Make judge your pages load fast, are easy to navigate, and activity bully connected mobile devices
• Add antagonistic keywords. Use antagonistic keywords to support your ads from showering for irrelevant queries. If you’re trading luxury perfumes, you tin adhd position for illustration “cheap” aliases “affordable” arsenic antagonistic keywords to debar clicks from users looking for money perfumes.

It’s too worthy looking into what your rivals are doing. To summation inspiration and find ways to outperform them.

Use nan Advertising Research instrumentality to observe your competitors’ paid keywords, advertisement copies, and landing pages.

Use what you study to walk your ain campaigns. 

For instance, you mightiness uncover a circumstantial keyword group that you hadn’t considered before. 

Further reading: 8 Google Ads Best Practices to Maximize Return connected Ad Spend

Start Creating Relevant, High-Quality Google Ads

Studying your Quality Score tin thief you find areas for betterment that lead to overmuch clicks and conversions.

But you petition to commencement creating campaigns earlier you tin position this score.

Creating a database of applicable keywords to target is simply a awesome first step.

Semrush’s Keyword Magic Tool tin thief you observe imaginable queries to target. 

Enter a wide connection related to your business and click “Search.”

The instrumentality will make a database of related keywords connected pinch various metrics. 

Review nan database to find nan astir applicable keywords for your campaigns.

On nan left, you’ll spot suggested groups organized by circumstantial modifiers. 

Use these groups to spot niche aliases circumstantial keyword ideas for your advertisement campaigns.

Pick keywords that champion correspond your offering. And commencement building your campaigns and landing pages astir these keywords. 

Explore nan Keyword Magic Tool’s powerful features today.