February 4

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How to Attain Good Google Ads Quality Score and Adwords Benefit

Simply stated, a good quality ad score on Google AdWords can save you a ton of money and dramatically increase your ROAS (Return on Ad Spend).


Let's look further into the how and why.


Understanding and enhancing your Google Ads quality score, from keyword quality to landing page quality, is crucial for digital marketing success. This blog looks into the details of quality scores in Google Ads, explaining their importance, components, and strategies for improvement.


Whether you’re a seasoned marketer or new to the field, this guide provides valuable insights and practical ways to improve your ad performance, from boosting your landing page quality to enhancing your keyword quality score. 

Ad Quality Score = Quality Ad View

Higher Ad Position: According to a report by Search Engine Journal, a one-point increase in Quality Score can lead to a 9% increase in ad position. (Source: Search Engine Journal)

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What is Google Ads Quality Score?

Quality Score is a fundamental metric in Google Ads, serving as a barometer for the quality and relevance of your ads, keywords, and landing pages. It impacts your ad placement and the cost per click (CPC). A higher quality score can lead to better ad positions, lower costs and ultimately a better ad performance.


Understanding how Google calculates this score and its components is the first step in optimizing your ad campaigns.

The Key Adwords Quality Score Components 

The quality score in Google Ads is primarily determined by expected click-through rate (CTR), ad relevance, and landing page experience. Each plays a critical role in determining how well your ads resonate with your target audience and how effectively they drive desired outcomes. Below is a detailed list of the components of how the quality score is calculated.

  • Click-Through Rate (CTR)

This is one of the most critical factors in determining Quality Score. CTR measures how often people who see your ad end up clicking on it. A high CTR is an indicator to Google that your ad is relevant and appealing to users searching for that specific keyword. It is important to make reviews and tests to discover low quality score keywords.


Since Google Ads are based on CPC (Cost per Click) as opposed to CPM (Cost per Thousand) if more people are clicking on your ads, Google can afford to sell them to you cheaper than ads that don't get clicked on.

  • Ad Relevance

Ad relevance assesses how closely your ad matches the intent behind a user’s search. It’s important to ensure that your ad copy closely aligns with your target keywords. High ad relevance means that your ad meets the searchers’ needs or answers their queries effectively. You must align your keywords and ads to improve your score.

  • Landing Page Experience

This evaluates the relevance and quality of the landing page your ad directs traffic to. Key factors include the relevance of content on the landing page to the ad, the usability of the landing page (such as load time, navigation, and mobile-friendliness), and the overall user experience.


A strong landing page should provide valuable information, be easy to navigate, and directly relate to the ad’s message. A high landing page experience score boosts your quality score.

  • Historical Google Ads Account Performance

Your account’s historical performance, especially the past CTR of your ads, plays a role in the Quality Score. Google uses this historical data to predict future performance. Consistently creating effective campaigns can positively influence your Quality Score.

  • Geographic Performance

The performance of your ads in different geographic regions can impact your Quality Score. If your ads perform better in certain regions, this can positively influence your score. Factor in your keyword's quality for the various locations you intend your ad to reach.

  • Device Performance

How well your ads perform on different devices (like desktops, tablets, and smartphones) also contributes to Quality Score. Ensuring your ads and landing pages are optimized for mobile is increasingly important for your mobile ad quality score.


Each of these components contributes to your overall Quality Score, which is rated on a scale from 1 to 10, with 10 being the best. A higher Quality Score leads to lower costs per click and better ad positions. Therefore, it’s vital to optimize each component to give you a high quality score.

Types of Quality Score

Your ad quality score affects the cost and effectiveness of your paid search campaigns. Here are the main types of Quality Score you should keep track of as a guide to Google Ads quality:

  1. Keyword-Level Quality Score: This is the most common type of Quality Score in Google Ads. It’s assigned to each keyword in your account and is calculated based on the historical performance of the keyword in terms of click-through rate (CTR), ad relevance, and landing page experience. A higher score indicates that your keyword is more relevant to the searcher’s intent, leading to better ad positions at lower costs.

  2. Ad Group Quality Score: While not explicitly shown in Google Ads, this score is an aggregated estimate of the quality of all keywords within an ad group. It’s useful for diagnosing performance issues at the ad group level and helps advertisers optimize their ad groups for better performance.

  3. Account-Level Quality Score: This is an overall estimate of the quality of an entire Google Ads account. It’s influenced by the historical performance of all the campaigns, ad groups, ads, and keywords in the account. A strong account-level Quality Score can benefit new campaigns and keywords by giving them a better starting position.

  4. Display Network Quality Score: Specifically for ads on the Google Display Network, this score is based on the historical performance of your ads on the network. It takes into account factors like the relevance of your ad and landing page to the audience, as well as the CTR of the ad.

  5. Mobile Quality Score: With the increasing importance of mobile traffic, Google also assesses the quality of your ads on mobile devices. This score is based on the same factors as the keyword-level Quality Score but is specifically for how your ads perform on mobile devices, including the mobile-friendliness of the landing page.

  6. Landing Page Quality Score: Although not a separate score in the interface, the quality of your landing page is a critical component of the overall Quality Score calculation. It evaluates the relevance and user experience of the landing page your ad leads to, including loading time, content relevance, and ease of navigation.

Each of these Quality Scores plays a distinct role in the overall performance of your Google Ads campaigns. By understanding and optimizing for these scores, advertisers can improve ad relevance, lower costs, and achieve better overall campaign performance.

Google Ads Quality Score and Adwords

Improving Landing Page Experience to Improve Quality Score

Your landing page experience significantly influences your quality score. This involves ensuring that your landing page is relevant, easy to navigate and provides a positive user experience. Simple changes in page design, loading speed, and landing page quality can have a substantial impact on your Google Ads account quality score.

Enhancing Ad Relevance for a Better Quality Score in Google Ads

Ad relevance is another crucial component of your quality score. It measures, through keyword quality score, how closely your ad matches the intent behind a user's search. By fine-tuning your ad copy and aligning it with specific keywords, you can significantly improve ad relevance and, consequently, your quality score. You can start with actionable insights with MarketSense's data-driven analytics insights and SEO strategies.

The Role of CTR in Determining Google Quality Score

Expected CTR is a prediction of how likely it is that your ad will be clicked when shown. Improving your ad’s CTR involves optimizing ad text, using high-performance keywords, and creating compelling call-to-action. A higher CTR indicates to Google that your ad is relevant and useful, thus working as a way to improve your quality score.

Diagnosing and Resolving Low Quality Score

A low-quality score, whether it's an account-level quality score or keyword-level quality score, can be detrimental to your Google Ads campaigns. Identifying the root causes — whether it’s poor landing page experience, irrelevant ads, or low CTR — and addressing them is key to turning around your ad performance.

9 Ways to Improve Quality Score

Beyond the basics, there are advanced strategies for improving your quality score. These include segmenting ad groups, using negative keywords effectively, and optimizing for mobile users. Improving your Quality Score in Google Ads is crucial for enhancing the performance of your campaigns, reducing costs, and achieving a better return on investment. Here are 9 effective strategies to increase your quality score:

  1. Optimize Keyword Relevance:

    • Refine Your Keyword List: Remove low-performing, irrelevant keywords and focus on those that are closely related to your ads and the services or products you offer.
    • Use Keyword Match Types Wisely: Experiment with different match types (broad, phrase, exact) to see which works best for your campaign goals.
  2. Improve Ad Relevance:

    • Tailor Ad Copy to Keywords: Ensure that your ad copy directly relates to the keywords you’re bidding on. This relevance can significantly increase your click-through rate (CTR).
    • Use Ad Extensions: Ad extensions provide additional information and more reasons for users to click your ads, potentially improving CTR.
  3. Enhance Landing Page Quality:

    • Ensure Relevance: Make sure your landing pages are directly relevant to the ad copy and the keywords you’re targeting.
    • Optimize for User Experience: Improve load times, ensure mobile-friendliness, and provide clear, easy navigation.
    • Provide Valuable Content: Your landing page should offer value to the visitor, with clear, informative content that matches your ad’s promise.
  4. Increase Click-Through Rate (CTR):

    • Test Different Ad Variations: Experiment with different headlines, descriptions, and calls to action.
    • Use Negative Keywords: This helps to avoid irrelevant traffic and improves the overall effectiveness of your campaign.
  5. Use Geo-Targeting and Ad Scheduling:

    • Target Your Ads: Focus on geographical locations where your audience is more likely to convert.
    • Schedule Your Ads: Run your ads during times when your target audience is most active.
  6. Leverage Ad Group Segmentation:

    • Create Tightly-Themed Ad Groups: Group similar keywords together in an ad group, which allows for more relevant ad copy and landing pages.
  7. Monitor and Adjust Based on Performance Data:

    • Regularly Review Keyword Performance: Remove or modify those that are underperforming.
    • Use Analytics and Reporting Tools: Understand how users interact with your ads and landing pages to make informed improvements.
  8. Experiment with Smart Bidding Strategies:

    • Consider Using Automated Bidding: Google’s AI can optimize bids for each auction, potentially improving your Quality Score over time.
  9. Educate Yourself and Stay Updated:

    • Stay Informed About Changes: Google frequently updates its algorithms and policies, so it’s important to stay current with these changes.

Remember, improving Quality Score is an ongoing process. Regular monitoring, testing, and optimization are key to maintaining high-quality scores and achieving successful campaign outcomes.

AI-Powered Personalization Increases ROI.

Increased Conversion Rates: Higher Quality Scores are associated with conversion rate improvements of up to 10% for scores above 8. (Source: HubSpot]

Key Takeaways:

  • Quality score is a vital metric in Google Ads, influencing ad placement and cost.
  • Focus on improving the three main components: landing page experience, ad relevance, and CTR.
  • Regularly review and optimize your ads and landing pages for better performance.
  • Employ advanced strategies for a comprehensive approach to quality score enhancement.
  • MarketSense can help you with data-driven insights to better your ad score and overall marketing strategy.

In conclusion, mastering the nuances of quality score in Google Ads, including keyword-level quality score and landing page quality score, is a journey towards more efficient and effective digital advertising. By focusing on these fundamental aspects, like keyword quality, and continuously refining your strategies, you can achieve better outcomes, higher ROI, and sustained growth in your Google ads account. Remember, maintaining a strong quality score, like a high landing page quality score, is not just a goal; it’s an ongoing commitment to excellence in your advertising efforts.

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Kayode Adeyemi

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