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

What Is Quality Score?

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

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

Why Is Quality Score Important?

Quality Score is important due to the fact that it allows you to measure the prime of your hunt ads successful a mode that’s akin to however Google does erstwhile moving the auction that determines whether and wherever your ads volition show. 

A bully Quality Score suggests you mightiness get to experience:

• Lower costs: All other being equal, Google charges a little cost per click (CPC) for ads that are higher successful quality
• Better advertisement placements: High-quality ads that Google thinks volition beryllium applicable to users person a amended accidental of appearing prominently. Which tin construe to much visibility, much clicks, and adjacent a amended instrumentality connected advertisement walk (ROAS).
• Competitive advantage: If you consistently make ads that are higher successful prime than your competitors’ ads, you could perchance get much leads and customers astatine little costs compared to your rivals

What Metrics Determine Quality Score?

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

Here’s what each constituent means:

• Expected CTR: Google's prediction of the percent of users who volition click connected your advertisement compared to the fig of users who spot it. Google uses humanities information to marque this prediction.
• Ad relevance: How applicable your advertisement is to the user’s search intent (i.e., the main crushed down the query). If your ads are intimately aligned to intent, your ads are much apt to appear.
• Landing leafage experience: The prime and relevance of your landing page. Google considers factors similar contented value, advertisement alignment, and usability to measure the landing leafage experience.

This is what Quality Score and the different 3 components look similar successful your Google Ads account dashboard:

Google rates each constituent by comparing your advertisement with competitors’ ads that were shown implicit the past 90 days.

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

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

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

Then, based connected your standing 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 the 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 idiosyncratic ratings) tin pb to amended show successful the auction, but they’re not considered arsenic portion 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 straight successful your Google Ads account. 

Here’s how:

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

Then, successful the precocious close corner, click "Columns” > “Modify columns”

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

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

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

Click “Apply.” 

You’ll spot your keyword dashboard on with Quality Scores and the different selected values.

It’ll look thing similar this:

How to Improve Your Quality Score

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

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

Quality Score is not a cardinal show indicator and should not beryllium optimized oregon aggregated with the remainder of your data.

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

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

• Find applicable keywords. Choose applicable keywords to scope users who are genuinely funny successful your offering. For example, a circumstantial keyword similar “grain escaped integrated canine food” volition people your assemblage much efficaciously than a wide word similar “pet food.”
• Write advertisement transcript that meets users’ intent. Understand what users are searching for and item benefits that code their needs. For instance, “Vet-Approved Grain-Free Dog Food” could beryllium an effectual header for the people keyword “grain escaped canine food.” 
• Organize your advertisement groups. Create advertisement groups based connected merchandise categories oregon themes. For example, you tin signifier advertisement groups for footwear categories similar “running shoes,” “hiking shoes,” “winter boots,” and truthful connected if you merchantability footwear.
• Maintain consistency successful messaging. Make definite your landing leafage aligns with what you connection oregon committedness successful your ad. Meaning if your advertisement promotes “Up to 50% disconnected connected recliners,” the landing leafage should show a postulation of discounted recliners.
• Optimize your landing pages. Make definite your pages load fast, are casual to navigate, and enactment good connected mobile devices
• Add antagonistic keywords. Use antagonistic keywords to support your ads from showering for irrelevant queries. If you’re selling luxury perfumes, you tin adhd presumption similar “cheap” oregon “affordable” arsenic antagonistic keywords to debar clicks from users looking for fund perfumes.

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

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

Use what you larn to pass your ain campaigns. 

For instance, you mightiness uncover a circumstantial keyword radical 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 assistance you find areas for betterment that pb to much clicks and conversions.

But you request to commencement creating campaigns earlier you tin presumption this score.

Creating a database of applicable keywords to people is simply a large archetypal step.

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

Enter a wide word related to your concern and click “Search.”

The instrumentality volition make a database of related keywords on with assorted metrics. 

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

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

Use these groups to place niche oregon circumstantial keyword ideas for your advertisement campaigns.

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

Explore the Keyword Magic Tool’s almighty features today.