Last updated: June 29 2020
A grading system used by Google to decide whether an ad is good enough to be shown in the sponsored space of the search results, at what position it will be shown and how much to charge for each click.
Your ad's cost-per-click (CPC) depends on it, as shown in the formula:
Your ad's position (AdRank) on Google's search results depends on Quality Score. The higher the AdRank, the better the position. The first ad on Google is always the one that has the highest AdRank.
In campaigns that are targeted on Google Search, each keyword has a Quality Score. But it is hidden by default. Here's how to show it in your Google Ads account:
You should now have a Quality Score column in your data as shown below.
The official factors are: Expected Clickthrough Rate, Ad Relevance and Landing Page Experience.
That is a simplifed view of quality score components and they can be seen in your Google Ads account.
In practice, there are more factors.
"Relevance" and "Landing Page Experience" can be combined under the umbrella of User Experience. They simply mean that the user finds what was promised in the ad, and that they have a good experience when they reach your website.
Keywords, ads and landing page must be related to each other. Absolutely.
Your landing page should provide a good user experience. Not great, but good enough.
Historical click-through-rates have an overwhelming impact on Quality Score. Users vote on the quality of your ads with their clicks. If you have a proven history of getting better CTR than others in your market, you get the best score.
Google.com and other country specific such as google.ca, google.ru, etc
Sites such as AOL.com, Google Images, etc
The following a simplified flowchart for Tenscores users. Download the version for all below...Download PDF
What kind of information are the websites in the search results giving away? What are they not providing?
How and in what format?
What kinds of deals are the websites in the search results promoting? Promote a better deal in your ad:
Or help the searcher make a better buying decision: