What is the Quality Score?

What is the Quality Score?

Quality Score
Search Quality ScoreThe Quality score is an algorithm that scores each of your ads for relevancy. It is an estimate of the quality of your ads, keywords and landing pages.  The Quality Score is reported on a scale of 1-10. The lowest rating is 1, and the highest is 10. Optimising your Quality Score is extremely important for the success of your campaigns. What does the Quality Score influence?Eligibility - whether your ad is shown or notPrice - a higher Quality Score reduces your CPC (Cost per click)Ad Rank and Top slot - only ads with high Quality Score appear…
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What is Ad Rank and how is calculated?

Quality Score
To determine your ad position or even if your ads should show Google Ads uses a value called Ad Rank. In general, higher ranking ads get higher CTR (Click through rate). How Ad Rank is calculated on the Search NetworkYour ad rank is calculated by your CPC (Cost per click) bid multiplied by your Quality Score. However, at a high level, Ad Rank is also impacted by these factors:- The landing page experience.- The expected CTR (Click through rate).- The ad relevance.- Your bid - a higher bid can help to win the auction.- The context of the person’s search…
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Quality Score optimisations for Search campaigns

Quality Score
Best practices marked [to improve CTR] are not a direct part of the Quality Score, but are suggestions on how to increase your CTR (Click through rate) - one of the Quality Score’s main factors. Ad groups- Create tightly themed ad groups with targeted keywords. - Each ad group should have a few keywords as relevant as possible to the ad group, the ads, and the landing pages in order to generate a high CTR (Click through rate). - Try SKAG -  Single Keyword Ad Groups. Bids- Increase your bids for your high Quality Score’s converting keywords. - Positions do…
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Quality Score for Display campaigns

Quality Score
Google Display Network (GDN) Quality Score  The Google Display Network has its own Quality Score which is based on your CPC (Cost per click) or CPM (Cost per thousand) bidding. CPC (Cost per click) bidding The relevance of the ads and keywords in the ad group to the site. The ads past performance on the site in question, as well as on similar sites. The historical CTR (Click through rate) of the ad on the site and similar sites. The quality of your landing page. CPM (Cost per thousand) bidding The quality of your landing page. Extract from my Book…
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Do I always need to optimise my Quality Score?

Quality Score
Your Quality Score is very important, but your primary and most valuable goals should influence your account optimisation. The Quality Score may not always reflect your goals and it may just be used as a performance indicator. The CTR (Click-through rate) is one of the most important factors of the Quality Score, however, increasing your CTR does not necessarily increase your conversions. A higher CTR may increase your overall costs, but if your conversions did not increase, your cost per conversion is likely to go up. Optimisation An example of a keyword with a low Quality Score, 4/10. In this…
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Does pausing, deleting, restarting campaigns, ad groups, keywords, and ads affect my Quality Score?

Quality Score
If you pause, delete, restart a campaign, an ad group, a keyword or an ad on Google Ads, no data is collected. No data means no impressions, and it does not affect your Quality Score. The historical performance of paused or deleted ads and keywords will continue to affect your account history. Google Ads recommends deleting poor performing ads and keywords to improve your Quality Score. This practice prevents ads and keywords from performing poorly in the future and further affecting your account history. As the rest of your account accrues more performance history over time, the impact that the…
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