How to Improve Google Ads Quality Score?

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How does improving Google Ads Quality Score Help campaign Ads?

Improving your Quality Score helps you to maximise your ad budget, and achieve more results with less spend. To do this, pay attention to the three factors that affect Quality Score – expected click-through rate (CTR), ad relevance, and landing page experience.

How to Improve Quality Score?

Quality Score is Google's rating of the overall user experience that your ads and landing pages provide when users search for your keywords.

Simply put - Improving for the user experience: Expected CTR, Ad Relevance & Landing pages improve Google Ad Keywords Quality Score.

Improving CTR can positively impact Quality Score, and improving the Quality Score can positively impact cost per click and cost per acquisition.

Expected Clickthrough Rate
Improving Ad Relevance
Improve the Landing Page Experience
Grouping Your Keywords to Improve Quality Score

Google Ads Quality Score Factors
Google Ads Quality Score Factors – Explained Through An Image – Sem &Amp; Seo Consultant –

Expected Clickthrough Rate (CTR)

The expected CTR is an estimate of how likely someone will click your ad when it appears for one of your chosen keywords. When looking at your keyword status, you will see one of the three types of statuses for their expected CTR.

Average or Above Average

No significant problems with the keywords expected CTR relative to all the other keywords across Google Ads.

Below Average

Consider changing the ad text to be more similar to your top keywords. Changing the ad text for “Below Average” status keywords could include using the actual keywords withing the ads.


Crafting two or more ads per ad group comes in handy. You can incorporate more than one of your preferred keywords into each ad to improve your expected CTR.

Improving the Relevance of Your Ad

Ad relevance refers to how well a keyword matches the message in your ads, similar to the qualification for expected CTR> For this category, you will also see on the three possible statuses of average, above average, or below average.

Creating a more specific ad help improve its relevance to the chosen keywords.

Improving the Landing Page Experience

How useful is your landing page to people who click the ad? Is it well organized? Does the page have text that relates to a person’s search term? Is the page clear in its direction?

When trying to improve Google Ads keyword quality score – Marketers need to compare them to the copy, or words, on your chosen landing page, as well as the landing page’s overall user experience.

Grouping your Keywords to improve Quality Score

When your keywords are divided into small and concentrated ad groups, you’ll be able to write a more relevant ad test that corresponds to your high-quality landing pages.

Knowing how to improve your Quality Score is as simple as choosing and grouping keywords that relate to your landing pages, writing ads that relate to your landing pages and keywords, and ensuring your landing pages are helpful to your potential customers.

Factors Affecting Google Ads Quality Score

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.