Quality score

You already know that ad relevance and Quality Score (QS) is very important in PPC advertising and you will fight for it at every step. A better Quality Score can help you get better positions or a lower cost-per-click.

In addition to the price you pay, Quality Score affects the minimum bid required by the system and the first page bid. It also determines whether or not to show other elements and ad extensions, such as sitelinks, an address, or a phone number.

The lower your Quality Score, the lower your overall Ad Rank, which may not make it to the auction. A low Quality Score then leads to a low impression share. Even if your keyword is searching for 1,000 people a day, you may only achieve 50% of your ad impression share, and you’ll lose half of your potential.

How Quality Score is calculated

The Quality Score is on a scale of 1 to 10 (1 – worst, 10 – best), and is recorded for each keyword separately. Quality Score is calculated separately for search and content network.

In Google Ads, a number of factors are included in Quality Score:

Expected clickthrough rate – How much clickthrough rate the system expects from past experience. Of course, the system also includes the position to which the clickthrough rate relates to the calculation, and automatically expects a higher clickthrough rate in higher positions. So, you won’t increase your Quality Score by increasing your CPC.

Display URL historical clickthrough rate – The system monitors how your ad (display URL) has been clicked through historically. Previously poor performance can still affect you now, but always has the closest history.

Landing Page Quality – Relevance, Quality, Landing Page Navigation. The system can tell whether or not the landing page is related to the keyword you’re advertising. Poor ranking can also cause very long page load times.

Ad relevance to a search query – Is the ad text relevant to a user’s query?

Geographic performance – How well your ad performs in each targeted geolocation.
Device performance – How successful your ad is on targeted devices (mobile, tablet, desktop).
Click to calculate Quality Score is easier to access. It does not rank the landing page and performance by location. The device takes into account – CTR counts for each zone separately. Feedback to the query is a key factor, relevance is a helpful metric.