Quality score – What is quality score? How to improve ad quality score
1. What is Quality Score?
According to Google, the definition of Quality Score is:
“Quality Score is a diagnostic tool meant to give you a sense of how well your ad quality compares to other advertisers. It is scored on a scale from 1 to 10 and applies to each keyword. A higher Quality Score means your ad and landing page are more relevant and useful to someone searching for your keyword compared to other advertisers.”
It helps identify areas for improvement in your ads, landing pages, and keyword choices.
The Quality Score is influenced by several factors such as click-through rate (CTR), device types, bounce rate, time spent on the landing page, etc. The higher your Quality Score, the better your ad rank, lower your cost-per-click (CPC), and the greater your chances of reaching your customers.
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2. Key Factors Influencing Quality Score
As mentioned, the Quality Score is affected by numerous variables. Here are the primary ones:
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User click-through rate (CTR)
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Historical CTR of your display URL
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Overall account-level CTR history
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Landing page experience/quality
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Relevance of the ad to the keyword
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Relevance of the landing page to the keyword
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Ad performance in targeted geographic locations
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Ad performance on specific websites
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Ad performance across different devices (mobile, tablet, desktop, etc.)
From these nine factors, it’s clear that historical performance on websites and devices plays a crucial role. Additionally, choosing the right keywords can significantly impact whether your Quality Score is aligned with market trends or not.
3. Why Should You Improve Your Quality Score?
Quality Score is one of the key components in calculating Ad Rank (your ad’s position on Google). Below are some reasons why improving your Quality Score is important:
3.1 Improve Your SERP Ranking
As mentioned earlier, Quality Score is critical in determining your ad’s rank. A low score will reduce your Ad Rank, which means missing out on a large pool of potential customers on Google.
You might be interested in: Boost your website’s SEO ranking with 15 super simple tips.
3.2 Reduce CPC Costs
If you want to optimize your ad spend, one of the best solutions is to improve your Quality Score. When your ad meets Google’s requirements, it’s more likely to be shown to users, and you’ll pay less per click.
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3.3 Increase Google Ad Opportunities
High-quality ads that receive positive user feedback are more likely to be favored by Google. This boosts your visibility, helping you compete better and drive more conversions.
4. How to Improve Your Quality Score
4.1 Choose the Right Keywords
Just like in SEO, keyword selection in Google Ads is vital. Prioritize keywords with positive growth and high relevance. Also, use keyword groups that are closely related—Google will better understand and target your ads, increasing your chances of reaching the right audience.
4.2 Align Landing Page Content with Keywords
If your keyword is “Buy motorbike” but your landing page shows information about parts and repairs, it’s easy to see why your Quality Score would suffer.
Ensure the landing page reflects the keyword’s intent. The more aligned it is, the lower your bounce rate and the higher your time on site—both contributing to a higher score.
4.3 Optimize Page Content
Keep your landing page content concise, transparent, and well-optimized. Detailed, engaging content encourages conversions.
Invest in visuals—images, videos—showcasing the product’s features, colors, usage, etc., and organize them logically. The better the user experience, the higher the Quality Score.
4.4 Smart Navigation
Call-to-action (CTA) buttons are essential, but don’t overload your page with them. Ensure they appear only after users have had time to absorb your content.
Thoughtful navigation enhances user experience and improves your Quality Score.
4.5 Optimize Page Loading Speed
A slow-loading page increases bounce rates, which negatively impacts your Quality Score.
Make sure your website loads quickly across all devices. Regularly test your page speed, optimize image sizes, and use reliable hosting to avoid unnecessary losses.
4.6 Target the Right Audience
Identifying your ideal customer base helps reduce ad costs. Targeted ads mean more qualified traffic, boosting engagement and improving Quality Score.
4.7 Continuously Optimize Your Campaigns
No advertising campaign stays relevant forever. User behavior changes, so your strategies should evolve too. Regularly update and adjust your campaigns to stay competitive—this is a proven method for improving Quality Score.
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Above is everything you need to know about Quality Score—what it is, what influences it, and how to improve it. We hope you’ll have successful ad campaigns, and we look forward to sharing more insights in future articles.
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