Google AdWords Quality Score Explained

"Quality Score formula"

Google AdWords Quality Score Explained

Your Google AdWords Quality Score is a measure of the quality of your AdWords campaigns. When calculating your Quality Score, Google takes several factors into account, including the ads themselves, as well as your keywords and landing pages. Improving your Quality Score is important as it could allow you to access lower prices and better positions for your ads.

What Factors Affect Quality Score?

According to Google, your Quality Score is made up of three components:

  • Expected click-through rate
  • Ad relevance
  • Landing page experience

Let’s look at each factor, in turn, to see how it affects Quality Score.

1. Ad Relevance

Relevance is the primary factor that affects Quality Score. In simple terms, Google wants to see that the keywords and other text used in your ad relate closely to the content on the landing page that the ad directs users to visit. Deliberately making ads that don’t relate to the landing page is known as a “bait and switch” tactic, which Google looks down on because it’s designed to mislead customers. However, many new AdWords users accidentally make ads that don’t score highly on ad relevance.

The key to ad relevance is to choose keywords for your ad campaigns that are highly relevant to your landing page content. Split your ads into tightly organized Ad Groups, each of which focuses on a narrow range of similarly themed keywords. Don’t make the mistake of putting all your keywords in the same Ad Group; instead, make a new group for every product, service or topic you want to address.

2. Expected Click-through Rate

Google uses past data to work out how many people can be expected to click on your ad each day. The higher your expected click-through rate (CTR), the higher your Quality Score. Google gives much more weight to recent data than to old data when calculating CTR, so you can turn around a poorly performing ad campaign by redesigning it to increase the number of clicks.

When calculating your CTRs, Google considers factors such as ad position and the predicted CTR for the keywords you use. Therefore, you don’t need to worry about these factors. Instead, focus on creating well-written ads that include your keywords. Including a unique selling proposition, such as free shipping, can also entice users to click through — just be sure to follow through on the promise once users land on your site.

3. Landing Page Experience

If people click through to your landing page, but then immediately hit the back button, Google takes this as a sign that your landing page isn’t useful to its users. As a result, it will decrease your Quality Score. Landing pages that contain very little content or are badly written will also decrease your Quality Score. Google uses a bot to scan your landing pages and assess their quality, so it pays to put at least as much work into them as you put into the rest of your site.


You can check your Quality Score by opening your Google AdWords dashboard and selecting the Keyword Analysis field. You’ll see your Quality Score on a 1–10 scale, as well as an indication of how you’re performing in terms of ad relevance, expected click-through rate and landing page experience. Check this data now to find out what your Quality Score is and which aspects of your ads you need to work on to improve your Quality Score.

We Get The Most Out Of Your Budget!
Cara Walsh
Content Crafter at

Though sometimes it seems like navel-gazing, Cara has written many blog posts about online marketing for small businesses, B2B marketing and using SEO to drive traffic and now she is writing them for Quarizmi.


Leave a comment:

Your email address will not be published. Required fields are marked *