More information on the Google Ads Quality Score

13.06.2017, 4m

AdWords and Quality Score

The Google Ads Quality Score is often mentioned in connection with tips for paid Google ads. With a higher Quality Score, more clicks should be achieved at a lower CPC. What is the Quality Score, how is it calculated and what does it affect? Google Ads now provides deeper insights into the relevant factors.

Where can I find the Quality Score in Google Ads?

The Quality Score is presented at keyword level, but is always connected to the appropriate ad. The scale ranges from 1-10, with 10 corresponding to excellent quality.

The Quality Score is shown as a column in the keyword report.

Google AdWords Quality ScoreQuality scores are shown in the right column

Can't see the Quality Score column? Then do the following:

  1. Select the Keywords tab.

  2. Click on Columns in the drop-down menu above the toolbar above the statistic table.

  3. Select Modify columns.

  4. Then click on Attribute.

  5. Click on Add next to Quality Score.

  6. Then click on Apply.

To obtain further information, pass the cursor over the floating speech bubble.

Showing ads right now

Here, you can already see the influence of the Quality Score: 

  • Expected click-through rate

  • Ad relevance

  • User experience with the landing page

Past performance data is used to provide this prognosis. The adjusted Quality Score is shown after one to two days when new keywords are added. 

Quality Score components

Expected click-through rate

Here, the probability that someone will click on your ad after searching with a keyword which you have booked with Google is calculated. The values Above average, Average or Below average can be given for all components.

You should rethink the connection between keywords and an ad if there is a below average click-through rate. Is the keyword also in the headline? It should be! Are there multiple possible search intents for a certain keyword, i.e. is it a word which has several meanings? Then you should perhaps refine the keyword or add negative keywords so that the ad is not shown for irrelevant searches.

Ad relevance

Ad relevance is used to assess how well the keyword matches the message in the ad. Here, the question is again whether the keyword is specific enough so that the search query provides the ad. 

User experience with the landing page

The landing page is the last element within the Google Ads journey before a possible conversion. Here, particular attention is paid to the structure of the page and whether thematically-relevant terms (corresponding to the keyword) are present on the page. 

perfect landing page checklist

You should also ensure that the landing page contains specific information for the search intent and also appears trustworthy. The loading time and mobile-friendliness of a page can also influence the user experience.

New: Components as a separate column in the report

In order to more effectively use the components of the Quality Score as a source of information, Google Ads also offers three status columns in addition to the floating bubbles. You can add these to your report as described above and then add the additional columns by clicking:

Quality Score history menu

If you add these columns, you can see how changes to your keywords, ads and landing pages affect the components of the Quality Score.

Quality Score history exampleCompare your current Quality Score with your past Quality Score shown in the right column

In the Quality Score, the last determined values from a chosen time period are shown. Check this data regularly: have your values improved or deteriorated?

What are the results of a higher Quality Score?

Discover optimisation potential

The Quality Score indicates how relevant your ad text is to the corresponding keywords. If you find keywords with a Quality Score less than 4, then you should change either the keyword or the ad text. The individual components give you information about where you need to start (see above).

If the Quality Score does not improve, it generally makes sense to remove such keywords from the Google Ads account. The overall performance of a Google Ads account is also evaluated and if there are a large number of poor quality keywords then this will also negatively affect the evaluation.

More clicks for a lower CPC

Relevant ads are normally positioned higher and thus often achieve more clicks and better performance.

With an ad auction, which is initiated by a search, an ad position is calculated for each bidder. The bidders in this case are the advertisers who have booked the triggering keyword. 

For the determination of the ad position, both the bid and the quality are important. This means that if one of these factors increases, then your position improves. It also means, however, that you can never fully compensate poor quality with a high bid. You should therefore work on the Quality Scores in your account!

By the way: If two competing ads submit the same bid and are of the same quality, then Google favours the ad with ad extensions. You should therefore find out about them and use them!

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