google adwords Quality Score

What is Quality Score in Google AdWords?

Google briefly defines quality score as, “an estimate of the quality of your ads, keywords and landing pages”. However, how does it affect your advert position, bids, and overall conversion rate?


How is Quality Score calculated and reported?

Quality score is reported on a 1 – 10 scale, with 1 being the lowest and 10 being the highest. It is made up of three key factors, your advert relevance, your landing page experience and your expected click through rate, which is taken from historic data. To see what your quality score currently is, you would go to the Keywords tab and add in the quality score columns, as shown below.


How does Quality Score affect my bids?

Generally speaking, the higher your quality score is, the less you’ll have to pay per click, this is because Google rewards relevance and great user experiences. Having a higher quality score can also mean that you’re paying less to be in position 1 than someone is to be in position 2. Studies by Wordstream have also shown that a higher quality score can also lead to lower cost per conversions, meaning you’re getting more for your money.


What can I do to improve my Quality Score?

As we covered in the first section, there are three key factors that you should be working on if you want to improve your quality score.

Expected Click Through Rate

This is the one factor that you can’t control as it’s based on historic performance, if your account has performed well in the past, you’re in luck, if not, you’ll have to optimise your account now and reap the benefits later.

Ad Relevance

Possibly the easiest factor to control, to increase your ad relevance you simply need to make sure that your advert is as relevant to the keyword as possible, for example, if you’re selling red Nike trainers, don’t make the advert about blue Adidas hi-tops.

Landing Page Experience

Improving your landing page experience is a combination of a few different factors, you’ll firstly want to make sure that your landing page is relevant to the keyword you’re targeting and that is clear and useful to customers as well as promoting transparency by making it easy for visitors to find contact information. Another factor is the speed of the page, if it looks pretty but is going to take 20 seconds to fully load, that’s a bad experience for a user. Finally, if you’ve not already, make your landing page mobile friendly, there’s nothing worse than clicking on an advert on your mobile and not being able to use the page you’re taken to.


Still can’t seem to improve your quality score? Our accredited Google AdWords experts are here to help, visit our Google AdWords page or call us on 01302 613000.


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