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The Importance of Quality Score in Google Ads and How to Improve It

A Quality Score is a Google Ads metric to determine the quality and relevance of your ad. This metric indicates how relevant your ads are and assigns scores between 1 to 10, with 10 being the best. The higher your quality score, the better your ad performs. Achieving 10/10 quality scores is generally difficult, yet it is worth pursuing, as it can help you achieve a higher ad position at a lower cost. However, remember it won’t be feasible for all keywords; for instance, if you are targeting your competitor keywords, it will be impossible to get a 10/10 score.

To determine the Quality Score, Google will compare your ad with other advertisers whose ads have shown for the same keywords in the last 90 days. If there is not sufficient data gathered, there will be no score displayed. A low Quality Score shows that your ads are not relevant enough and do not provide a good user experience.

Hiring a digital marketing agency to create an effective Google ads strategy is recommended.

How does Google calculate Quality Score?

Quality score is calculated based on 3 essential factors:

Expected Clickthrough Rate (CTR):

This determines how likely your ad will be clicked when shown.

Ad relevance:

This shows how closely your ad matches the intent behind a user’s search query.

Landing page experience :

Your landing page is relevant and useful once your user clicks on your ad.

Based on these factors, Google compares with other advertisers as explained above, and assigns scores. Each factor is given a score of “Below Average”, “Average” and “Above Average”. A “Below Average” or “Average” score indicates that you need to improve your ads.

How can you improve your Quality Score?

Now that you know how important it is to have an above-average quality score, let’s understand ways to improve it and take your paid media marketing campaigns to the next level.

Improve your Click-Through Rate

Hook users with compelling ad copy. This includes optimising the headline and copy. Make sure to use ad extensions as well. Ad extensions complement the ad by providing more information to users and grabbing attention as extensions increase the size of your ads.

Maintain ad relevance

Include relevant target keywords in your ad. Create a relevant landing page by clearly displaying what you proposed in the ad. Each ad group within your campaign should focus on a single product or service. If someone is searching for that distinct product or service, they’re more likely to click an ad about that compared to a generic ad.

Use long-tail keywords in your copy

High-volume and competitive keywords are difficult to rank, especially in a more competitive industry, which is why you should pick long-tail keywords. With long-tail keywords, you can be more specific. This niching-down leads to a higher conversion rate, less cost per click, and a higher expected click-through rate.

Create simple ads

You do not have to use jargon and irrelevant details in your ad copy. Rather, focus on highlighting your product or service, what makes it unique, how will it help your customers, and how it distinguishes you from competitors. Do you offer free delivery? Are you offering a BOGO offer? Can you provide a free demo? Mention these in the copy. Add a CTA button that will take your customers to exactly what they are looking at.

Focus on the landing page experience

Once a user clicks on your ad, he is taken to a landing page. This is where he will decide to purchase your product or service. Your landing page should match your ad copy. Make sure your page delivers what the ad promised and is organised and useful to the user.

A/B test your ads

Experimenting with multiple designs, keywords, ad copy, and CTAs suggests which ads and ad elements perform best for your distinct campaign goals. Google Ads helps with this by dynamically rotating ads within an ad group to display the most effective ads more frequently. Regularly monitoring ad performance and A/B testing your campaigns is the most effective way to figure out how to keep your ads relevant and help you reach your objectives.

Keep optimising your ads regularly. Even on a low budget, your ads can rank higher on search engine results pages if you maintain a good Quality Score. In conclusion, let’s look back at how you can improve your Quality Score.

  • Writing simple and compelling ad copy to hook your customers.
  • Including long-tail keywords in your copy and landing pages
  • Creating organised and informative landing pages that deliver what your ad promises
  • Creating multiple ad groups that align with your target demographics and keywords
  • Adding relevant information and a prominent CTA button in your ads
  • Creating and testing multiple versions of ads

If you are a business owner looking to spend on paid media marketing campaigns, feel free to send us an email.

Frequently Asked Questions
A Quality Score is a metric used by Google Ads to determine ad quality. This metric indicates how relevant your ads are and assigns scores between 1 to 10.
A good Quality Score helps your ad rank at the top of the search results pages.
The factors that contribute to a high Quality Score are expected Click-Through Rate, Ad Relevance, and overall Landing Page experience
Creating compelling ad copy and landing pages, including relevant and long-tail keywords, adding CTA in your ads, and testing multiple ads can help you improve your Quality Score.
Yes. A low Quality Score can negatively impact your Google Ads performance. If your score is low, your keywords might not even go to auction. This can lead to higher spend and a lower ad position.

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