Complete Guide about Google Quality Score and Its Working

What is Google Quality Score

Quality Score is seen as a mystery to new search advertisers. The promise of search advertising includes ads that will be shown for hand-picked keywords, so the advertisers are willing to pay for the resulting clicks. Still, with them, there are thousands of advertisers vying for prime rankings for those same keywords. There’s an addition to it where Quality Score comes into play.

Quality Score is Google’s measure of describing how relevant a keyword is. As soon as Google has enough knowledge or data, keywords in an advertiser’s account are ranked between 1 to 10, one with the score 10 is considered the best. The perfect score represents the representation of the keyword’s aggregate effect across many auctions in which it participates. This range could be an illustration to guide advertisers, but it is not used to rank ads.

Usually, Quality Score and Ad Rank are easily confused by people. However, they both seem to be Google’s way of evaluating the campaigns. Though they are related to each other, they don’t have much in common.

Quality Score is Google course of action of giving advertisers a tool to improve their campaigns. Usually, when keywords, ads, and landing pages are evaluated, Quality Score is shown to the advertiser, and the advertiser is accordingly ranked for his/her campaign. Whereas, Ad Rank is a way for Google to take into account much more about the campaign information to determine where the ads will show up on search engine results pages that can also, be known as SERP.

Working of the Quality Score

To calculate the quality score, Google takes into account the factors related to keywords, ads, and landing pages. That is known as the following:

  • Expected CTR
  • Ad Relevance
  • Landing Page Experience

Some Other factors which impact the Quality score directly or indirectly are;

  • Your ad’s CTR (current and expected)
  • Your display URL’s past CTR
  • An ad to search term relevance
  • The overall attribute of the landing page
  • Your ad’s geographic performance is down to the city level.
  • The difference in performance per device

Expecting CTR

This is a keyword-related factor that measures how likely someone will be clicking on your ad while searching for the keyword associated with it. Expected CTR doesn’t take into account the following; ad position, extensions, or other ad formats which may make the ad more visible or less visible

To identify Quality Score, expected CTR is a base of the idea that the user will search a term that will match your keyword exactly. If you have got an above-average expected CTR, that signifies your expected click-through the rate for this keyword is better than all other keywords on the Google Ads network. However, if your expected click-through rate is below average, it shows the opposite. In this case, consider adjusting your ad text and make it a better match for your keyword.

AD Relevance

Ad relevance is similar to estimated CTR, which is related to your keyword. For example, keywords like “content marketing agency” or “web design agency” might be necessary for your marketing agency. Still, if you’re using the same ad for both the keywords, you’re going to lose the relevance. This is how ad relevance is measured. If the ad relevance is below average, make sure your keyword groups aren’t too broad. The more significant of the ad of your keyword groups, the more likely you are to gain a high ad relevance.

Landing Page Experience

After Google calculates your landing page experience, it measures how relevant and useful your website’s landing page will be to people who click your advertisement. To make a good landing page experience, according to Google, your page should be clear, useful, and related to your keyword and what customers are searching for to achieve a high level of personalization.


Now you know about the critical information with the specific factors which can affect your quality score, how you can increase your count, and what you need to look out for. A quality score will help you expand your business, attract more customers, and will increase your savings in the long run. This score is a beneficial part of your market research. It will help you to acknowledge what is happening on your website or your ad and what you need to do to modify it.