Quality Score in Google Ads: What it is, how it affects the ranking of your ads and how to improve it

Quality Score is a metric in Google Ads that can have a significant impact on the success of your advertising campaigns.

According to Google, ads with a higher quality score typically rank higher in search results and pay less per click.

This metric is an assessment of the overall quality of your ads, keywords, and landing pages, and can directly impact the performance of your campaigns.

How does Quality Score affect your ad rank?

Quality Score is one of the factors Google uses to determine your ad rank.

The other two factors are your maximum bid and the expected impact of your ad extensions and other ad formats.

Here is a list of the components of the Quality Level:

1. Expected click-through rate (CTR) : This is an estimate of how often users are expected to click on your ad when it is displayed for the keyword.
2. Ad relevance : Measures how well your ad matches the intent behind a user’s search.
3. Landing Page Experience – Evaluates how well your landing page provides users with what they’re looking for when they click on your ad.

How can I measure my quality score in Google Ads?

You can see your Quality Score in the “Quality Score” column of the keyword table in your Google Ads account. If you don’t see this column, you can add it to the table. Note that Quality Score is reported on a scale of 1 to 10.

How can I improve the relevance of my ads?

Improving the relevance of your ads in Google Ads can be a key factor in increasing your Quality Score and, ultimately, the performance of your campaigns.

Here are some tips:

1. Research your keywords : Make sure the keywords you are using are relevant to your product or service. Use keyword research tools to find terms that your potential customers might be using.
2. Segment your ads : Create separate ad groups for different types of products or services. This will allow you to create more targeted ads for each group.
3. Use ad text to match keywords : Include your keywords in your ad text to show users that your ad is relevant to their search.
4. Test different versions of your ads : Experiment with different headlines, descriptions, and calls to action to see what works best with your target audience.
5. Optimize your landing pages : Make sure that when a user clicks on your ad, the landing page is relevant and useful. It should match the expectation that the ad creates.

What is expected click-through rate and how does it affect Quality Score?

The Expected Click-Through Rate (CTR) is an estimate of how often users are expected to click on your ad when it is displayed for the keyword.

It's one of three metrics Google uses to calculate your Quality Score. A higher CTR indicates that your ad is relevant to searchers, which can improve your Quality Score.

How can you improve your Quality Score in Google Ads?

Improving your Quality Score in Google Ads can take a little time and effort, but the benefits can be significant.

Some tips to improve your Quality Level:

1. Optimize your keywords : Make sure your keywords are relevant to the products or services you are advertising.
2. Improve the relevance of your ads : Your ads must match the user's search intent.
3. Improve your landing page experience : Make sure your landing page is relevant to your ad and easy to navigate.
4. Test and adjust your ads : Run A/B tests on your ads to see what works best and adjust your ads accordingly.

Written by Moises Hamui Abadi : I am an entrepreneur, founding partner of Viceversa and SoyMacho. After leading several digital businesses and advising several other businesses, I decided to form MHA Consulting, a digital marketing consultancy dedicated to growing and empowering digital businesses in more than 7 countries and generating more than 1,500 million pesos.