Quality Score is Google’s rating of the quality and relevance of your keywords, ads, and landing pages. It is scored on a scale of 1-10 and directly impacts your Ad Rank, which determines both your ad position and the price you pay per click.
A Quality Score of 8-10 can reduce your CPC by 30-50% compared to a score of 4-5 for the same keyword. Over the course of a year, this difference can represent tens of thousands of dollars in wasted spend for brands with significant Google Ads budgets.
The Three Components of Quality Score
Improving Expected Click-Through Rate
Expected CTR is based on historical performance of your keyword and ad combination relative to other advertisers. The most effective way to improve it is to write ads that closely match the searcher’s intent and include a compelling reason to click.
Improving Ad Relevance
Ad relevance measures how closely your ad matches the intent behind the search query. The most common cause of low ad relevance is having too many keywords in a single ad group, forcing one ad to serve multiple different intents.
The solution is tighter ad group structure. Single Keyword Ad Groups (SKAGs) or tightly themed ad groups with 3-5 closely related keywords allow you to write highly specific ads that match the exact intent of each query.
Improving Landing Page Experience
Landing page experience is assessed by Google’s crawlers and considers relevance of content, page load speed, mobile usability, and ease of navigation. The most impactful improvements are typically relevance and speed.
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