How Do New Keywords and Quality Score Interact?

First, it’s important to have a proper understanding for both Quality Score and keywords. Quality Score is a variable utilized by the major search engines (Google and Bing) to determine quality within search. Essentially, a quality score shows how relevant your ad, keywords, (the terms people are using to search online) and landing page are to search queries.

Each keyword gets a quality score between one and ten, with ten being the ultimate goal. So how do new keywords interact with quality score? From a “personal” standpoint, better (as long as they are more relevant to the user’s search intent) keywords will improve the experience of the average user, so they are likely to improve the quality score.


As far as AdWords itself, it may take a bit of time but high-quality keywords will generally raise a quality score within the system–as they should. Since AdWords uses both historical stats and forecasted performance to generate score, new keywords are likely going to have a lower initial quality score. You will be able to see this from your AdWords Keyword performance report.To check your keyword performance log into AdWords.

  • Select the “Campaigns” tab.
  • Click “Keywords”. It’s important to select appropriate statistics you want to track in your report. I.E. date range, columns, filters, segments. Those segments should show up as columns in the report.
  • Select “Download”.
  • “Download and Schedule Report” will show up above the statistics table.
  • Name your report, choose the correct format.
  • Hit “Download”.

You can also use the Evolve Digital Labs AdWords Grader.  The free report looks at keyword relevancy, match types and negative keywords.

The initial quality score of a new keyword is based on three metrics: Expected CTR, Ad Relevance, and Landing Page Experience. These metrics should be taken into account when adding new terms to your AdWords campaign


Looking for more detailed information on how add and forecast new keywords with your account? Check out this blog post.
It is possible to maximize a new term’s quality score—if not immediately, then very quickly. Here are four tips to help improve quality score for new keywords.

  • Evaluate Terms – Determine if a new campaign or group is necessary before launch.
  • Make it Relevant – Ad messaging should be directly related to the keyword, so browsers are more likely to click.
  •  Adjust Landing Pages – Landing pages should provide excellent customer experience and fulfill expected intent of the Search Engine Results page.
  • Target Phrase or Exact Match – Doing this means that you will have an overall higher CTR and expected CTR.

While it may not be possible to predict 100% what a keyword’s quality score will be, with some practice, it becomes easier.

Evolve Digital Labs’ Resources

Sync Keywords with AdWords

Setup Negative Keywords

Improve Keywords For Display

Get Your AdWords Graded

Use the free Evolve Digital Labs AdWords Grader to see how your AdWords campaigns are really doing.