How to improve Google Ads Quality Score – Easy Solution

Improving your Google Ads Quality Score can lower costs and drive better results. The Quality Score measures how relevant your ads, keywords, and landing pages are to user searches. A higher score means your ads are more likely to show up and cost less per click. 

In this blog, we’ll cover simple strategies to boost your Google ads Quality Score, like refining keywords, crafting better ad copies, and improving landing pages. 

The strategies and tips that we discuss further, will help you create ads that perform better, have a high Quality Score and reach the right audience. 

Are you ready? Let’s get started. 

What is Google’s Quality Score?

Google’s Quality Score is a diagnostic tool that helps advertisers assess the quality of their ads. It measures how relevant and useful your ad and landing page are compared to other advertisers targeting the same keywords.

Basically, this score applies to the keywords you use for search ads. It’s visible in your Google Ads account and directly affects where your ad shows up in search results and how much you pay per click.

Note on Quality Score – Quality Score is currently applicable to Google Search and Display ads and does not extend to other ad formats like video campaigns. – Ad Quality and Quality Score are both different. The former is an estimate of the experience users have when they view your search ads and the quality of their experience on your landing page. While Ad Quality influences real-time auction metrics like ad rank and CPC, Quality Score, on the other hand, is an overall estimate of the quality of your ads, keywords, and landing pages, indicating how well they align with user intent. – Responsive search ads are currently the only active type of search ads. As of June 30, 2022, creating or editing expanded text ads has been discontinued.

Apart from that, you must note that: 

• Quality Score is measured on a scale from 1 to 10.

Note:  – Quality Score depends on how well your keyword performs in exact-match searches. Changing the match type of a keyword doesn’t impact its Quality Score. – A “—” in the Quality Score column means there isn’t enough search data for that keyword yet. – Some aspects of ad quality might not be reflected in the Quality Score, including: 1. The device used by the searcher 2. The user’s location 3. Time of day when the search occurs 4. Assets (like callouts, sitelinks, etc.) used in the ad

Why Quality Score Is So Important?

Quality Score directly impacts your ad performance and costs. A high score means your ads are more relevant to users. This further leads to better ad placements without increasing your bids.

Additionally, Quality Score is important because of:

• Ad Auction Participation: A higher score improves your chances of entering ad auctions. Google prioritizes relevant ads, so a good score ensures your ads compete effectively.
• Ad Ranking: Ads with better scores rank higher in search results. Higher positions attract more clicks, especially since top results get the most attention.
• Lower Costs: Quality Score directly impacts your cost per click (CPC). A higher score means paying less for better results. It can help you optimize your Google Ads budget.
• Better Performance: Higher scores improve visibility, user experience, and conversions, making campaigns more effective.
• Higher ROAS: A good score reduces costs while increasing the chance of conversions. This helps businesses get better returns on their ad spend.

Types of Google Ads Quality Scores  

There’s a lot of information online about various types of Quality Scores in Google Ads. However, only two main types actually exist: Search Network Quality Score and Display Network Quality Score.

Search Network Quality Score

This is the most commonly discussed Quality Score. It’s visible at the keyword level and helps determine your ad’s position and cost in search results.

Display Network Quality Score

The Display Network Quality Score works differently and is not visible in your account. It helps Google decide whether to show your ad on a specific website or app in the Display Network.

Here’s how it works:

• CTR (Clickthrough Rate): Google measures how often users click your ad compared to how many times it’s shown on a particular site. A high CTR indicates that your ad is relevant to the audience on that site, increasing its chances of being shown more frequently.
• Landing Page Quality: Google evaluates the page users land on after clicking your ad. It checks if the page is relevant to the ad, easy to navigate, and loads quickly. A better landing page experience improves the score.

Why It’s Important for Display Ads

Even though the Display Network Quality Score isn’t visible in your account, it plays a major role in whether your ad gets shown. Here’s why:

• Ad Rank: Google combines this hidden score with your bid to decide where your ad will appear (or if it will appear at all).
• Low CTR or Poor Landing Pages: If your ad doesn’t perform well on a site (e.g., low CTR) or the landing page doesn’t meet Google’s standards, your ad may not show, even if you bid a high amount.

For example, if your ad targets a site about healthy recipes and doesn’t get clicks or leads to a landing page unrelated to healthy eating, Google might avoid showing it.

Note:  Display Network Quality Score based on keyword targeting is gradually being phased out.  Many online sources mention additional “types of Quality Scores” like Mobile Quality Score or Relative Quality Score. However, these are not separate Quality Scores. They are related metrics or considerations. And neither will you see these metrics in Google Ads Manager.  This was confirmed through the Google Ads Support Team, Google Ads Help Community, where Diamond Product Experts clarified that only Search Network and Display Network Quality Scores officially exist.

How Is Google Ads Quality Score Calculated? 

Google Ads uses a simple formula to calculate Quality Score, based on three main factors:

1. Landing Page Experience
2. Ad Relevance
3. Expected Clickthrough Rate (CTR)

Each factor contributes specific points to the overall score, depending on its performance:

Factor	Above Average	Average	Below Average
Landing Page Experience	3.5	1.75	0
Ad Relevance	2	1	0
Expected CTR	3.5	1.75	0

These points represent the weight assigned to each factor. For example, an “Above Average” grade for Landing Page Experience adds 3.5 points to your score, while an “Average” grade adds 1.75 points. A “Below Average” grade contributes 0 points.

Formula for Quality Score

The formula is straightforward:

1 (base score) + Landing Page Experience weight + Ad Relevance weight + CTR weight

Example Calculation

Let’s say for a keyword, your ad has:

• Landing Page Experience (LPE): Average (1.75 points)
• Ad Relevance: Above Average (2 points)
• Expected CTR: Average (1.75 points)

Using the formula:

1 + 1.75 (LPE) + 2 (Ad Relevance) + 1.75 (CTR) = 6.5

Google rounds this to the nearest whole number, so the displayed Quality Score would be 7.

Key Insight

Improving your Expected CTR or Landing Page Experience has the biggest impact since they each contribute 39% of the total score. Ad Relevance contributes less, at 22%.

If you upgrade your Landing Page Experience or CTR from “Average” to “Above Average,” your score increases by 1.75 points, potentially moving you to the next level.

Important Note: This formula and the weightage of each factor for Google ads Quality Score were derived based on analysis shared by Search Engine Land using data from Google Ads API.  While not officially confirmed by Google, it is widely regarded as the closest estimate of how Quality Score is calculated.

How to Check Your Quality Score in Google Ads? 

To monitor and understand your Quality Score, follow these steps in your Google Ads account:

1. Navigate to Keywords:
   • Click the Campaigns icon.
   • Go to Audiences, Keywords, and Content, then select Search Keywords.

2. Modify Columns to View Quality Score:

• In the keyword reporting table, click the columns icon in the upper right corner.

• Open the Quality Score section under the “All Columns” drop-down menu.

3. Add Quality Score Metrics to Your Table:

• Select the current Quality Score and its components:
  • Quality Score
  • Landing Page Experience
  • Expected CTR
  • Ad Relevance

4. View Historical Data:

• To check past Quality Score and component changes, add these columns:
  • Quality Score (hist.)
  • Landing Page Experience (hist.)
  • Expected CTR (hist.)
  • Ad Relevance (hist.)

5. Segment by Day:

• To track daily changes in scores, segment the table by day.

6. Apply Changes:

• Click Apply to save these settings and view the data in your table.

Bonus: Learn how Quality Score has an impact on important Google ads auction insights metrics such as impression share, etc., from this blog.

Reasons for Low Google Ads Quality Score

We’ve already looked at the three main factors that influence Google Ads Quality Score (Expected Clickthrough Rate, Ad Relevance, and Landing Page Experience). These directly impact your score and decide whether it increases or decreases.

However, there are some other reasons as well that can lead to a low Quality Score. Those include:

• Insufficient Impressions or Clicks: Keywords with fewer than 10,000 impressions or low clicks lack enough data for accurate scoring. This can result in a low score.
• Changes in Ad Position: A drop in your ad’s position reduces visibility and CTR, which lowers your Quality Score over time.
• Recent CTR Declines: Even if your CTR was strong before, a recent drop can affect your Google Ads Quality score. Monitoring trends regularly is essential.
• Ad Format or Policy Issues: Errors in ad formatting or non-compliance with Google’s guidelines can lead to penalties and a lower score.

Now, we are well aware of all the reasons that affect your Quality Score. Time to learn, how to improve Quality Score in Google ads. 

P.S. This is where it gets exciting. 

How to Improve Google Ads Quality Score (6 Methods) 

Did you know that improving quality score is a key component of Google Ads Audit? Let’s now understand how to improve Google ads Quality Score: 

Structure Campaigns, Ad Groups, and Keywords Properly

A well-organized campaign structure ensures your ads are more relevant and improves your Quality Score. Proper grouping of keywords allows you to tailor ads to specific user intents.

Steps to Take:

• Focus Ad Groups on Similar Keywords: Group keywords with shared themes. For example, use one ad group for “eco-friendly cleaning products” and another for “chemical-free cleaning sprays.” This ensures more precise ad targeting.
• Divide Campaigns by Themes: Split campaigns into distinct categories. For example, an online fitness store can create campaigns like “Yoga Mats” and “Home Workout Equipment.”
• Avoid Keyword Overload: Keep ad groups concise. For instance, don’t combine “travel backpacks” with “business laptop bags” in one group.

Use Specific Keywords to Improve Ad Relevance

Using specific, relevant keywords not only aligns your ads with user intent but also directly impacts your Quality Score. Higher keyword relevance improves ad performance and reduces costs.

How to Improve:

• Use targeted keywords that match user intent. For example, when I searched “hotel bookings in New York,” I saw an ad from Booking.com with the headline “Hotels in New York City.” 

This ad closely matched my query, improving its ad relevance and expected clickthrough rate—two key components of Quality Score.

How to Find Specific Keywords for Your Search Ads? 

• Leverage keyword tools like Ahrefs, or Semrush to identify high-intent terms with low competition and reasonable CPC. These factors influence CTR and landing page performance, which also affect Quality Score.

Pro tip:  – Use negative keywords to eliminate irrelevant traffic. For example, exclude terms like “hostels” if your ad focuses on hotels, ensuring your ad remains relevant and cost-effective. – Use Keyword Insertion: Keyword insertion by Google ads automatically updates your ad copy with the exact keyword a user searched for, ensuring higher relevance. This makes your ad feel personalized and aligned with user intent, increasing the chances of a click. By tailoring your ads to match search queries, keyword insertion can improve your Expected CTR and ad relevance, which are key components of Quality Score.

Write Impactful, Engaging, and Relevant Ad Copies

Creating a compelling Google ads copy is essential for improving your Quality Score. Here’s how to do it: 

• Include Relevant Keywords: Use your target keywords naturally in the ad copy. In the Wix example, the keyword “Website Builder” is prominently included, ensuring relevance to the user’s query.

• Address User Needs Directly: Tailor the message to meet user intent. The Wix ad provides options like “Free Website Builder” for individual users and “Hire a Professional” for businesses, covering varied needs.
• Use Strong and Clear CTAs: Add actionable phrases like “Get Started,” “Build Your Website Now,” or “Try Free Today.” The Wix ad’s “Create Your Own Website” CTA motivates users to take immediate action.
• Showcase Unique Features: Highlight what makes your offering stand out. Wix emphasizes flexibility with sitelinks like “Pricing Information” and “Wix Enterprise Solutions,” catering to both personal and business users.

Optimize Landing Page Experience

Your landing page is critical for fulfilling the promise of your ad. A user-friendly and relevant landing page ensures higher conversions and a better Quality Score.

How to Improve Landing Page Experience

• Align Content with the Ad: Ensure the landing page reflects the message of the ad. 

For example, Zoho’s ad for “Best Way to Manage Inventory – Sales and Inventory Management” leads to their Zoho Inventory page which is basically a software that helps you manage inventory, sales, etc. 

It aligns with the ad’s intent. In that case, it’s fair to say that the Quality Score of this ad will be very high. 

That’s one way to optimize landing page experience. 

• Ensure Fast Load Times: A slow page can increase bounce rates. Use tools like Google PageSpeed Insights to keep load times fast.
• Make the Page Mobile-Friendly: Ensure the page adjusts seamlessly for smaller screens. Zoho’s landing page achieves this with a clean, responsive layout that works well on mobile devices.

Include Relevant Search Ad Extensions

Are you wondering how to improve Google ads Quality Score with ad extensions? Is it even possible?

Ad extensions don’t directly improve Quality Score, but they help increase your CTR (Clickthrough Rate), which impacts Expected CTR. Extensions add extra information and make your ad take up more space on the search engine results page (SERP), making it more noticeable and clickable.

Common Ad Extensions and Their Benefits

• Sitelinks: Direct users to specific pages like “Plans” or “Contact Us.”
• Callouts: Highlight features like “24/7 Support” or “Free Delivery.”
• Structured Snippets: Showcase details like “Available Plans: Family, Individual, Senior Citizen.”
• Promotion: Advertise discounts or deals like “Flat 30% Off.”
• Call: Let users call your business directly.
• Location: Display your business address for easy navigation.

Example

Take the example of the MacFarland Painting search ad in the image below. 

• Sitelinks: Links like “About” and “Gallery” help users find specific information about the company and its services.
• Call Button: Offers a direct way for users to contact the business quickly.
• Ad Copy: Includes phrases like “Insured Painters You Trust,” which build confidence and improve relevance.

Why It Works

These ad extensions provide additional details and easy navigation, making the ad more engaging. The call button improves CTR by offering immediate action, while sitelinks direct users to specific sections of the website, catering to their search intent. 

Together, these elements increase clicks, helping improve Expected CTR and overall ad performance.

Combine Quality Score with Other Metrics

Using Quality Score with metrics like CTR, conversion rate, and site engagement gives you a clear view of your campaign’s performance. It helps you focus on what needs fixing and where to make improvements.

What you can do 

• Prioritize Based on Metrics: For example, if a keyword has a high CTR but low conversions, check the landing page. The page might not match the ad’s promise or could lack clear calls-to-action.
• Spot Component Patterns: Look at keywords with low scores in specific areas like ad relevance or landing page experience. If many ads show low ratings for landing page experience, consider making the pages more relevant to the ads.
• Combine Engagement Insights: Use metrics like bounce rate or time on page with Quality Score. A high bounce rate might point to a slow-loading or poorly aligned landing page.

Regularly Review and Adjust Campaign Performance

Regular monitoring ensures your Google Ads Search campaigns stay relevant and deliver better results. A proactive approach helps maintain or improve your Quality Score over time.

• Review Keyword Performance: Identify low-scoring keywords and improve their relevance, CTR, or landing page experience.
• Track Google Ads Metrics: Analyze CTR and conversions to determine underperforming ads. Test new headlines, descriptions, or CTAs to optimize performance.
• Evaluate Landing Pages: Ensure landing pages align with your ad and provide fast, user-friendly experiences.
• Use Historical Data: Check historical Quality Score trends to understand what works and adjust campaigns accordingly.

Google Ads Quality Score Analysis (With Examples)

Let’s also try and analyze some Search ads that are likely to have a high Google ads Quality Score. 

Note: The actual Quality Score of any search ad is difficult to determine, as it is only accessible at the keyword level within the advertiser’s Google Ads account. However, based on the ad’s content, placement, and relevance, we can assume their Quality Scores might vary. Specifically, in the example we discuss below, the Quality Score for the first ad (PetFlow) is likely higher than the third ad (Happy Puppy Place) due to its stronger alignment with the search query, more detailed ad copy, and better targeting of user intent. Why Compare Ads? Quality Score impacts ad rank and placement. By comparing two ads, we can identify which elements may contribute to a better score. Let’s analyze the first and third ads to understand why one might perform better.

Ad 1: PetFlow (“Pet Food – Delivery Online”)

• Relevance: The headline “Pet Food – Delivery Online” directly addresses the query “dog food.” It is specific and clearly highlights the service being offered.
• Description: The description emphasizes key benefits, such as being a “one-stop shop for all your dog needs,” which includes food, treats, and toys. It appeals to both convenience and variety.
• Sitelinks: Includes diverse and relevant sitelinks like “Save 10% on Auto-Ship” and “Products Available,” which are action-oriented and cater to different user intents.

Ad 3: Happy Puppy Place (“Dog Food”)

• Relevance: The headline is generic, only stating “Dog Food.” It doesn’t highlight any specific features or benefits, which makes it less compelling.
• Description: The description is broader and focuses on general terms like “top 5 fresh dog food delivery services.” It lacks emotional or specific value for the user compared to Ad 1.
• Sitelinks: The sitelinks are limited in variety and specificity, which reduces their ability to cater to a broader audience compared to Ad 1.

Why Ad 1 Likely Performs Better

1. Keyword Alignment: Ad 1 aligns closely with the search query by addressing both “dog food” and broader pet needs, making it more relevant.
2. Clear Benefits: It emphasizes convenience and variety with details like “all your dog needs,” which appeals to user intent.
3. Enhanced Sitelinks: The additional, targeted sitelinks provide options for specific user actions, likely improving its CTR.

Why Ad 3 May Rank Lower

• The ad is too generic and lacks detailed benefits or emotional appeal.
• Limited sitelink options reduce its relevance and potential CTR.
• The broader focus on general delivery services makes it less aligned with the query “dog food.”

Note: Even if a merchant places a higher bid, the Quality Score ultimately determines the ad placement or rank. This highlights why Quality Score is an important factor in achieving better ad performance and cost efficiency.

Conclusion 

Improving your Google Ads Quality Score ensures better performance and lower costs. By refining your ads, keywords, and landing pages, you can create campaigns that resonate with your audience and achieve higher returns. 

Focus on the strategies discussed in this blog, for how to improve Google ads Quality Score, and make every click count.

Good luck! 

FAQs

1. Why is Quality Score important?

A higher Quality Score offers advantages, including reduced cost per click, improved ad positions in search results, and increased visibility. By focusing on Quality Score, you can optimize your advertising budget and improve the overall performance of your campaigns.

2. How to get a 10/10 Quality Score?

To achieve a perfect 10/10 Quality score, ensure excellence in all three components (expected CTR, ad relevance, and landing page experience.) 

And for that, write engaging ad copies aligned with keywords and user intent. Use well-structured campaigns with specific ad groups. Deliver a fast, relevant, and mobile-friendly landing page experience. Address any areas rated as average or below average for consistent improvement.

3. What does Quality Score in Google Ads depend on?
   

Quality Score depends on expected CTR, ad relevance, and landing page experience. 

CTR predicts how often users will click your ad. Ad relevance checks how well your ad matches the search intent. Landing page experience evaluates its usefulness and ease of navigation. Each factor is rated as above average, average, or below average.

4. Does Quality Score affect CPC?

Yes, Quality Score directly impacts your Cost Per Click (CPC). A higher Quality Score can lower your CPC, making your advertising more cost-effective. This is because Google rewards ads that provide a better user experience with lower costs.

5. What is a good Quality Score?

A Quality Score of 7 or above is generally considered good. Scores in this range indicate that your ads are relevant and provide a positive user experience, leading to better ad positions and lower costs.

6. Does Quality Score affect ad rank?

Yes, it does. Ad rank is the position where your ad appears on the page, and it’s decided by your bid (how much you’re willing to pay) and your Quality Score. A higher Quality Score can help your ad appear higher on the page, even if you’re bidding less than others.

7. Is Quality Score the only thing that affects how my ad performs?

No, other things matter too. Your bid (how much you’re willing to pay per click), ad extensions (extra info like links or phone numbers in your ad), and targeting settings (who, where, and when your ad shows up) also impact performance. 

But Quality Score is an important factor to focus on for better results.

8. Can Quality Score change over time?

Yes, it can. Google updates your Quality Score based on how your ads, keywords, and landing pages are performing. If you make improvements or if performance drops, your score will change. Regular updates and fixes are key to keeping your score high.

9. Does Quality Score matter even if I have a higher bid?
Yes, Quality Score is critical regardless of how high your bid is. While a higher bid increases your chances of entering an ad auction, Quality Score determines your ad’s rank and placement.

Google prioritizes ads with higher relevance and user experience, meaning an ad with a high Quality Score can rank better and cost less per click than an ad with a low Quality Score, even if the latter has a higher bid.

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