Quality Score (QS) is Google’s diagnostic tool that advertisers use to create a great…
Quality Score (QS) is a diagnostic tool that reveals the quality of your Ads. It’s reported for each keyword in Google AdWords and is an estimate of the quality of your ads and the landing pages triggered by them.
A good quality score is good for everyone: users, advertisers and Google too. By deploying effective Ads and keywords in tightly themed ad groups, you’re more likely to reach 10 out of 10 quality scores.
To improve quality score, you’ll need to work on all three factors that contribute to its calculation: Expected CTR, Ad Relevance and Landing Page Experience. Each of these factors will have a performance status of Below Average, Average or Above Average.
Your goal should be to improve each of these to Above Average. Doing so will bring your keywords up to the 10/10 score.
However, when you first launch your PPC campaigns, your keywords will have null quality scores with the symbol “-“ next to them. So, they’ll need to get sufficient impressions and clicks before they’re assigned quality scores.
Low Quality Score
A score below 5/10 is low and should be improved immediately. So if you have keywords with Quality Scores between 1/10 to 4/10 you should look at the primary factors to see how they can be improved.
Low quality scores mean your Ads will underperform and you’ll have to bid higher to secure a high Ad Rank. This can be costly and could affect your profitability.
A QS of 1/10 for example means your keywords have Below Average status for Expected CTR, Ad Relevance and Landing Page Experience. You’ll need to work on each factor to improve the quality score and overall performance of your Ad campaign.
Average Quality Score
A Quality Score of 5/10 or 6/10 is average and one of the QS factors will be Below Average and will require fixing. Take time to understand why this is and make changes that will improve QS.
However, any changes you make should consider conversion metrics. If you make changes to improve Quality Scores but don’t factor in sales and leads you could affect performance.
Good Quality Score
A Quality Score of 7/10 or 8/10 is good. It’s a reflection of relevant ads, a good Click Through Rate and a good landing page experience. To achieve this you would have to achieve Above Average for at least two factors and average for one.
Excellent Quality Score
An excellent QS is 9/10 or 10/10 and reveals that Ads are of a high quality and landing pages are fully optimised. To achieve this, you should move all Ads and keywords into tightly themed ad groups and ensure that searches are related to the keywords you’re bidding on.