Google Ads Quality Score

Table of Contents

I manage Google Ads for BirdEye. Almost every day one of the questions I ask myself.

  1. How do I make sure that the PPC campaigns are cost-effective?
  2. How can I estimate the quality of my ads, keywords, and landing pages to lower my cost per conversion and gain better ad positions?
  3. Am I making the best use of the company’s marketing budget?

The answer is – Google Ads Quality Score. Improving Quality Score is key to your Google Ads campaign success.

What is Google Ads Quality Score

Quality score measures the effectiveness of Google Ads Keywords, Ads, and Landing pages. Higher quality score leads to lower cost per clicks (CPC) and higher Ad’s position. 

The below graph shows How Google prioritizes User Experience and Quality over higher CPC bids.

How Keyword Quality Score Affects Cost Per Click

How Google Ads Quality Score is Calculated

  1. The Quality score is reported on a 1-10 scale and includes expected clickthrough rate, ad relevance, and landing page experience.
  2. The more relevant your ads and landing pages are to the user, the more likely it is that you’ll see higher quality scores.
  3. Quality score is an aggregated estimate of your overall performance in ad auctions and is not used at auction to determine ad ranks. 

What are the Key Factors Affecting Google Ads Quality Score?

Expected Click-Through Rate (CTR)
How Likely is someone to click your ad when Google serves it for the keyword they type in?

– Ad Relevance
Does the Ad make sense to appear when someone searches for a particular keyword?

Landing Page Experience
Does the information on the landing page correspond to what the ad is offering and vice versa?

see diagram bottom of the page for more detailed factors. The one below this paragraph are the MAJOR factors.

Google Ads Quality Score

Why Google Ads Quality Score is Important

Quality Score Reduces CPC & Higher Ad Rank.
Improving Quality score lowers your CPC, CPC can lower your CPA and lowering the CPA means more revenue.

Google Ads Quality Score, along with CPC bid, determines ad rank, and this is very important – especially for advertisers with a limited budget. The ad rank formula for the Google Search Network is as follows:
Ad Rank = CPC bid × Quality Score

Quality Score also affects ad placement on the Google Display Network.  The ad rank formula for keyword-targeted ads is as follows:
Ad Rank = Display Network bid × Quality Score

The ad rank formula for placement-targeted ads on the Google Display Network is as follows:
Ad Rank = Bid × Quality Score

The average value of the Google Ads quality score for a keyword during specific time range. This is an impression-weighted average across all days

  • A high score, such as 10, means that Google Ads think your ad and landing page are relevant and useful to someone looking at your ad.
  • A low score may result in your ads appearing in a low position, or not appearing at all, regardless of your bid. 
  • If you see “–” reported for a Google Ads keyword, there aren’t enough impressions or clicks to accurately determine a keyword’s quality score.

Calculated as: Sum (impressions * quality score) / sum (impressions)

For Example:

If there are two keywords with the following metrics:

Keyword 1: Quality Score 7, 1000 impressions
Keyword 2: Quality Score 4, 100 impressions

The Quality score (avg) value would be 6.73, calculated as (7000 + 400) / 1100.

Formula Variable: Quality_score_average 

What Advertisers Should Know About Google Ads Quality Score

  1. Quality Score is a helpful Diagnostic Tool, Not a Key Performance Indicator.
  2. Focus Your Efforts on High-Value Areas Where You Can Affect Change.
  3. Pay Attention to the “Big Three” component parts of Ads Quality.
    Understand what Does and Doesn’t Matter When It Comes to Ads Quality.

Google Ads Quality Score Misconceptions

  1. Changing match types alters the quality score
  2. Quality score suffers when ads or keywords are paused
  3. Display and search quality score affect each other
  4. Higher positions benefit your quality score
  5. Deleting or restructuring low-Quality Score elements erases their history.

About the Author

Zabi Niazi - Director of Search Marketing SEM and SEO

Hands-on execution & Revenue-focused digital marketer with expertise in Design & Operations centered around people, processes & technology engineering a Demand-Gen Engine capable of delivering innovative experiences that tell the brand story and map to the buyer's journey generating awareness, acquisition, retention, and advocacy.