Quality Score

What Is Quality Score?

Quality score is a metric used by Google to help identify which ads to place in the SERP (search engine results page). They use the quality score to measure the relevance and Quality Scoreeffectiveness of a landing page of an ad.

How is Quality Score Calculated?

The quality score is calculated using the following factors:

  • Click-through rate - the rate by which people click on your paid ads
  • Relevance of keywords (in relation to the search query)
  • Quality of landing page
  • Relevance of content
  • Historical performance

Each ad or landing page is given a score from 1 to 10, 10 being the best. The weight of each component is unknown, however, the click-through rate appears to be the most important element. Click-through rate informs Google which ads are most popular.


A high-quality score can compensate for the bid price. For example, let's say company A bids $1.00 and company B bids $1.20 for the keyword "Edmonton Pizza." If Company A happens to have a higher quality score than company B, company A could potentially rank higher than company B, even though company B has a higher bid. The benefit for company A of having such a high-quality score is that it will rank higher than company B and will have a lower pay-per-click than company B, and therefore lower costs.

Ads with high-quality scores are able to have lower costs-per-click and costs per conversion rates.

How To Improve Your Quality Score

It is important to consistently update the landing pages of your ads. Optimizing for relevant keywords can have a huge impact. Long-tailed keywords will increase the click-through rates as they are very specific and therefore are more relevant to a user search query. It is important when optimizing for keywords to make sure your content is applicable to your ad. Ad extensions will make your ad more appealing, thus increasing click-through rates. Ultimately, make sure your pages are optimized for relevant keywords and that your ads are engaging.

Need Help?

Decrease your costs and increase your ROI by applying these principles today! Quality Score is an important part of your online marketing strategy. If you are experiencing difficulties trying to improve your score, let go of the frustration and contact us.


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