What Matters When it Comes to AdWords Quality Score?

In terms of Google AdWords, one of the most important numbers to always keep a watchful eye on is your Quality Score. This is a number on a scale of one to ten that is essentially an estimate of how relevant the content of your ads and landing pages are when compared to the keywords users are searching for.


How Quality Score and Ad Rank are Calculated

Google’s Quality Score formula, (Expected Clickthrough Rate X Ad Relevance X Landing Page Experience) which itself is ultimately used to calculate ad rank,  is determined by whether or not users are actually finding what they’re looking for in your ads and on your landing pages.


Google AdWords assesses expected clickthrough rate, ad relevance, landing page experience, giving each  a status of above average, average, or below average.

Quality score information




The benefits of a high-Quality Score are many. Not only does it mean that your content will rank higher on Google, but your display ads will pay more per click as a result. To say that your Quality Score is important, in that sense, is something of an understatement.
As a result, the answer to the question “What is a good Quality Score?” is simple – “The highest one you can get.” 10 out of 10 is obviously ideal, but anything in the 8 to 10 range should be able to help you get the results that you’re after. Your ROI will start to diminish with each point you drop beyond that.

Tips for Improving Quality Score and Overall Performance

Though the precise way that Google’s Quality Score is calculated is kept secret to avoid people gaming the system, there are a number of steps that you can take to start improving it today.

QS Diagnosis Suggested Action

Get more information on how to check quality score.

If ad relevance needs improvement strive to make your ads more direct or more closely related to search queries. Answer questions potential customers might have about your products or services right on your landing page.

  • Segment Ad Groups – Create more targeted creative
  • Connect Media with the User’s Intent
  • Integrate Negative Keywords into Account Structure

To improve CTR create more compelling ad text. Expected click through rate hinges on ad messaging and creative that inspires action on the page you’re driving traffic to. Don’t always use the same call to action, experiment with CTA messaging. Make sure to highlight unique benefits and products offered.

  • Create Compelling Ad Text
  • Inspire Action on Landing Pages
  • Experiment with CTA Messaging

If landing page experience is below average —

Go through your landing pages and make sure that you’re not only using your target keywords, but also related keywords to increase relevancy.  However, it’s important to not litter a page with keywords. Google search engines focus on the overall user experience. Landing pages must deliver on the promise in the ad, make sure users can follow through on the call to action.

  • Increase Keyword Relevancy
  • Deliver on Promise From Ad
  • Push Call to Action
  • Optimize for Mobile Experience


Pull out all the stops to make sure that people are staying on your pages for as long as possible. Google uses the amount of time someone spends on your page as a factor in determining Quality Score. Logic dictates if a person clicks on an ad and doesn’t flee a landing page right away, that content must be high-quality. Add elements like videos, testimonials, downloadable PDFs, pictures and more. Make sure that you’re always updating with relevant content to make that important impression on your visitors. Also setting up appropriate Google analytics tracking will help determine where searchers are converting into customers, or why a sales funnel is not delivering.

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