Conversion Rate Optimization Glossary

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Quality Score

Quality Score is a metric used by Google Ads to evaluate the relevance and quality of an advertiser’s ads, keywords, and landing pages. It is calculated based on factors such as click-through rate (CTR), ad relevance, landing page experience, and more.

Quality Score is calculated every time an ad is eligible to appear in a Google search result. It measures how well the ad meets the user’s search intent and how likely it will result in a positive user experience. A higher Quality Score can lead to better ad rankings, lower costs per click (CPC), and a higher return on investment (ROI).

Quality Score is calculated using a combination of factors, including:

  1. Click-Through Rate (CTR): The rate at which users click on an ad after seeing it in search results.
  2. Ad Relevance: How closely the ad matches the user’s search intent.
  3. Landing Page Experience: The relevance, quality, and ease of use of the landing page that the ad leads to.
  4. Ad Format: The quality and relevance of the ad format, including ad copy, images, and extensions.
  5. Historical Performance: The historical performance of the ad and the account, including past CTR, Quality Score, and account history.

Benefits of Quality Score

There are several benefits to having a high-Quality Score:

  1. Lower Costs: Ads with a high-Quality Score can result in lower costs per click and overall campaign costs.
  2. Higher Ad Rankings: High-Quality Score ads can appear higher in search results, increasing visibility and click-through rates.
  3. Better Ad Performance: Ads with a high-Quality Score can result in better ad performance, including higher conversion rates and better ROI.
  4. Improved User Experience: High-Quality Score ads can lead to better user experiences, improving customer satisfaction and loyalty.
  5. Competitive Advantage: Ads with a high-Quality Score can give advertisers a competitive advantage over those with lower scores.

Best Practices to Improve Quality Score

To improve their Quality Score, advertisers should:

  1. Choose Relevant Keywords: Use relevant keywords that match the user’s search intent.
  2. Create Compelling Ads: Create compelling ads relevant to the user’s search query and include relevant ad extensions.
  3. Improve Landing Page Experience: Ensure that the landing page provides relevant, high-quality content that matches the user’s search intent and is easy to navigate.
  4. Increase Click-Through Rates: Optimize ads for higher click-through rates by testing different ad formats, using ad extensions, and ensuring the ad copy is relevant to the user’s search query.
  5. Monitor Performance: Regularly monitor campaign performance and make adjustments as needed to improve Quality Score. Use tools such as Google Ads reporting and Google Analytics to gain insights into performance metrics and adjust the campaign accordingly.