What Affects Quality Score & How to Improve It
Your Quality Score is Google's behind-the-scenes rating of your ads, keywords, and landing pages. A higher score lowers your CPC, improves ad rank, and helps you win auctions. In this chapter, we'll explore what impacts your Quality Score and how to improve it.
Key Points:
Quality Score is rated 1–10 and directly affects your costs and visibility. Higher scores mean lower CPCs and better placement.
Three factors drive your Quality Score:
- Expected CTR → Google predicts how likely users are to click based on keyword–ad alignment;
- Ad Relevance → Your ad copy must closely match the user's search intent;
- Landing Page Experience → Pages should load quickly, be mobile-friendly, and deliver exactly what the ad promises.
Poor Quality Scores often come from broad ad groups, weak ad–keyword alignment, or slow landing pages.
Improving your score:
- Create tightly themed ad groups with no unrelated keywords;
- Use keywords directly in headlines and descriptions;
- Align ad messaging with specific landing page offers;
- Run A/B tests to lift CTR;
- Maintain a strong negative keyword list to improve traffic quality;
- Optimize landing pages for speed, relevance, and trust signals.
Two advertisers may bid the same, but the one with a higher Quality Score wins more auctions at lower costs. It's the silent multiplier in every campaign.
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Your Quality Score is Google's behind-the-scenes rating of your ads, keywords, and landing pages. A higher score lowers your CPC, improves ad rank, and helps you win auctions. In this chapter, we'll explore what impacts your Quality Score and how to improve it.
Key Points:
Quality Score is rated 1–10 and directly affects your costs and visibility. Higher scores mean lower CPCs and better placement.
Three factors drive your Quality Score:
- Expected CTR → Google predicts how likely users are to click based on keyword–ad alignment;
- Ad Relevance → Your ad copy must closely match the user's search intent;
- Landing Page Experience → Pages should load quickly, be mobile-friendly, and deliver exactly what the ad promises.
Poor Quality Scores often come from broad ad groups, weak ad–keyword alignment, or slow landing pages.
Improving your score:
- Create tightly themed ad groups with no unrelated keywords;
- Use keywords directly in headlines and descriptions;
- Align ad messaging with specific landing page offers;
- Run A/B tests to lift CTR;
- Maintain a strong negative keyword list to improve traffic quality;
- Optimize landing pages for speed, relevance, and trust signals.
Two advertisers may bid the same, but the one with a higher Quality Score wins more auctions at lower costs. It's the silent multiplier in every campaign.
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