What is Google Ads Quality Score?
Google's Quality Score system is a scale that ranges from 1 to 10 and that measures the quality
of an ad on Google Ads. That quality grade is then used to determine how much an advertisers pays
and what his AdRank will be (position of the search results page.)
What is Quality Score in digital marketing?
All digital advertising platforms use a version of Quality Score to rank ads and decide how much to charge advertisers for them. Facebook ads use the same logic, so does Microsoft ads quality score. The most important factor in each is click-through-rate, or anything that measures user engagement. User engagement, like CTR, is the strongest signal of the quality of an advert.
Why does Quality Score matter for Google Ads?
It matters because it greatly influences how much you pay on every click on a Google ad and how much exposure you get (Impression Share).
What is a good Quality Score?
A 7/10 Quality Score is the recommended value and is sufficient. Going above 7/10 is great but not always achievable and may not be worth the effort. Anything below 7/10 is a sign that something is wrong and should be optimized, click costs are being penalized.
What are the three main factors that determine ad quality?
- Click-through-rates (CTR) at every level: keyword CTR, ad CTR, display url CTR, account CTR, etc... (90%)
- Relevance: are your keywords closely related to your ads and landing pages?
- Landing page quality: does your website load quickly, is it transparent and do people find what they're looking?
What about display network quality score (content network quality score)?
Although display campaigns don't have a visible quality score in the Google Ads interface, they do have one internally.
This invisble quality score is felt when campaigns fail to gather impressions. The factors influencing it are
the same a search campaigns, however, the CTR required to compete on display network are much lower.
What does it mean when I see the message "Rarely shown due to low quality score"?
This message is an indication from Google that your quality score is so low that your ads are rarely displayed. In
order to remedy such a situation, it is recommended to evaluate the keyword first. Should you really be advertising on that
keyword? If the answer is yes, then start by bidding agressively at the beginning in order to gather some impressions and clicks
then make sure that your ad is attractive enough to earn the click. Read this article
for help with ads.
How to improve Quality Score?
are grouped in tight themes relating to a particular intent for a particular ad (Tenscores can do this automatically for you). Then
second, focus 100% of your time on testing new ads for your top 3 keywords. Do this until their Quality Scores are above 7/10, then move on to
next top 3 keywords. If you have low performing keywords in terms of CTR, pause them for a while. If you can advertise on high performing keywords like
your brand terms or highly specific keywords for your niche, start with those and use them to build a good history of high CTR.
It's not that hard if you follow that advice, and most importantly if you improve your ad writing skills.
How is Quality Score and Ad Rank calculated?
The formula for Ad Rank is: Max. CPC x QS
The higher your Quality Score, the higher your Ad Rank meaning that your ads will be seen in higher positions on Google.