What Is Quality Score and How Is It Used On Google?

When someone searches for a term on Google, Quality or a Quality Score is a ranking factor. Google determines the search results based on the quality of the sites. Google uses two types of Quality Scores, one being the PageRank and the other being the Domain Rating. The Domain Rating is more important than the PageRank, and it is based on the number of pages you have, how many sites link to those pages, how many other sites link to those pages, and how many visitors you get on those pages.

Throughout the history of Google AdWords, quality score has been a great indicator of how likely a click-through is to come from a real person versus a bot or a fake website. But what exactly is quality score, and what does it have to do with quality score? Today, we’re going to breakdown what quality score is, how it’s used, and why it’s important to your AdWords account. (No actual blog post is being written for this assignment)

Quality score is a ranking algorithmic measure that Google uses that tells you the viewability of a page and contains no direct information on how the page ranks.

New information and recommended practices were added on July 29, 2021.

If you’re new to pay-per-click (PPC) or search engine marketing (SEM), you’ve probably heard the term Quality Score (QS) thrown around or seen the metric in your Google Ads interface. So, what exactly is the Quality Score? It’s Google’s (or Microsoft Ads’) approach of analyzing your previous data and determining whether your ad quality is receiving more or less attention at the keyword level than your competitors.

What exactly is a Quality Score?

Quality Score (QS) is a metric that combines previous performance and relevance of your advertising, keywords, and landing pages to a user’s search query in Google Ads, Bing Ads (formerly Microsoft Ads), and other platforms. QS is rated on a scale of one to ten, with ten being the best.

Quality Score can also serve as an early warning system for when specific ad groups or campaigns in a PPC account need to be adjusted; as a general rule, the higher your QS, the better your ads perform.

The predicted clickthrough rate, ad relevance, and landing page experience are all factors that go into QS. Google considers these characteristics whenever your ad competes in an auction. Your Ad Rank is determined by combining your score with your maximum cost-per-click bid. The Ad Rank of a given ad impacts where and when it shows in the search results.

Advertisers have two alternatives for improving ad position for a particular keyword: increase the maximum cost-per-click bid or enhance the keyword’s QS.

The QS for each keyword can be easily examined in Google Ads. Hover over the eligibility language (eligible, not eligible, limited) in the status column of your keyword after login into an account and going to the keywords tab.

A high Quality Score is an example.

What Is the Difference Between Ad Rank and Quality Score?

Google uses the same measures for QS to determine Ad Rank when considering the quality of your ads for optimization options. Ad Rank, on the other hand, does not include QS when determining an ad’s rank in the ad auction. Ad relevancy, estimated click-through rate, and landing page experience all play a role in choosing ad position, as previously discussed. These criteria are additionally combined with bid amount and Ad Rank thresholds, auction competitiveness, and the user’s search context. “Quality Score is an aggregated evaluation of your overall performance in ad auctions, and is not used at auction time to determine Ad Rank,” according to Google.

Rather, QS is referred to be a diagnostic tool for identifying and improving low-quality advertisements.

What Does Quality Score Affect, and Why Is It Important?

Your account’s overall performance is influenced by your Quality Score, which is a measure of the health of your campaigns. PPC managers who want to rank in the top spots in search results without paying a premium should concentrate on increasing their QS.

QS has a direct impact on:

  • Actual cost per click (CPC): A higher QS allows you to bid for top spots, allowing you to stretch your PPC spend farther.
  • High QS can lead to higher ad positions, which can help with clickthrough rates.
  • Cost per conversion: By paying less per click, advertisers who track conversions could see their cost per conversion drop significantly.

The Three Most Important Factors That Influence Quality Score

When determining areas to improve ad quality, Google considers three primary factors: the predicted clickthrough rate of your ad, its relevancy, and the landing page experience a user would have after clicking the ad. Let’s take a closer look at that.


Clickthrough Rate Expected

The predicted clickthrough rate is the probability of a person clicking on your ad when it is displayed to them. It considers how well your keywords performed in previous ad auctions depending on ad position. A rating of average or below average may indicate that your ad copy or landing pages need to be revised.

Relevance of the advertisement

Ad relevance refers to how well your ad’s content corresponds to the user’s search intent. Consider the following scenario: you’re looking for running shoes on Google. The advertisements shown are for a selection of athletic shoes that are either directly or indirectly relevant to your search. Depending on the query, the relevancy of these adverts is average or above average. However, if a SERP ad for “mens oxford dress shoes” appeared, the ad would most certainly obtain a lower-than-average rating because it isn’t linked to running shoes. It’s critical that people locate what they need or want quickly, and the best way to stay competitive is to write high-quality, relevant adverts.

Experience with Landing Pages

Each ad and keyword should have a landing page that is relevant to the search query, informative, and user-friendly. Let’s imagine our exact query is “running shoes for plantar fasciitis” in the case of running shoes. An average landing page would discuss the revolutionary benefits of medical grade insoles in a fresh new running shoe. When you add in a fast website load time and a positive user experience that makes it easy to access information, you’ve got yourself an above-average rating. User time is wasted due to slow load times and a confused landing page experience with unrelated content, and you lose money on that ad engagement. Every second counts, and time is money, as cliché as it may be.

Other Considerations When Choosing a Quality Score

While you’re watching your QS ratings and optimizing your advertising, keep in mind that there are more ad quality elements than what QS grades. Here are some other aspects of quality to think about that may have an impact on your adverts.

Rate of Click-Throughs in the Past (CTR)

This is based on the number of clicks and impressions that have been accumulated over time. If a high percentage of people who see an ad click on it, Google assumes that the ad meets a searcher’s desire. Remember that this QS is based on impressions for EXACT searches of your keyword, so changing match types will have no effect on it.

Relevance of Keywords

The ad should be relevant to the user’s search query. There is a larger likelihood that the keywords you bid on will relate to the user’s search query if they are closely related to the ad triggered.

Performance by Region

This relates to how well the ad performs in the chosen geographic area. Due to factors such as competition and bidding, your ad for towing services may do exceptionally well in Reno but poorly in Las Vegas. If one area performs better than another, consider dividing campaigns down by region.

Devices with a Specific Purpose

This considers how well the ad works on various devices, such as laptops, tablets, and mobile phones. When it comes to landing page experience, the distinction between mobile landing pages and desktop landing pages might be perplexing. Simply compare the mobile version of any government-built website to the desktop version. The page loads slowly, and navigation is nearly impossible. If you press the wrong button, you’ll lose all of the progress you’ve made on a form. Make sure your landing page is mobile-friendly.

Factors Not Included in the Quality Score

When it comes to QS and ad quality, Ad Rank is the first thing that comes to mind. Although this is a whole distinct performance metric to consider, there are certain commonalities at work that don’t directly effect quality score grading.

CPC Bids Maximum

Your maximum CPC bid and QS, as well as the relevancy of the search query, are averaged out in the ad auction to determine how your ad is ranked. High-ranking advertising, by definition, have a high clickthrough rate.

Relevance of the Search Query

Contrary to popular assumption, search engine results are not always accurate. Ads for “Men’s Dress Shoes” appear when the search query is for “Women’s Dresses,” which doesn’t exactly scream “click me.” Using match kinds like phrase or precise matches, you can keep your accounts organized.

Extensions for Ads

You take up half of a user’s phone when you’re talking about different offerings or sitelinks in an ad. When your ad is one of the top three results above the fold, the chances of it being clicked on skyrocket. So make sure your callouts, sitelinks, and any pertinent ad extensions are all filled out and ready to go. That’s a lot of free space!

What Is the Quality Score Formula and How Is It Calculated?

We must look at the WEIGHTED value of each element after taking into consideration everything that goes into QS. When calculating QS, Google has stated that landing page experience and predicted clickthrough rate take precedence over ad relevancy.

The graph below shows how Google decides how much each of these three factors is worth:

Rank Experiment with landing pages. Relevance of the advertisement Click-Through Rate
Average to Above Average 3.5 2 3.5
Average 1.75 1 1.75
Average or Below Average 0 0 0

The formula for calculating Quality Score is as follows:

1+ years’ experience with landing pages Weight + Ad Relevance Weight + Click-Through-Rate (CTR) Weight

Brad Geddes beautifully writes this reverse-breakdown in a guest post on Search Engine Journal.

What Does a Good Quality Score Mean?

Here’s our rule of thumb for determining a decent QS: If you’re targeting keywords with strong intent for clicks or conversion, 8-10 out of 10 is fantastic. If you’re targeting low search intent keywords, you’ll receive a 7 out of 10, and if you’re targeting competitor keywords, you’ll get a 3 or higher.

How to Boost Your Quality Score

Always pay attention to ad wording and keyword targeting first and foremost. Some keywords may require a little more love and attention to grow, so don’t be afraid to split them up into single keyword ad groups to boost quality ratings and better target advertisements to users searching for them.

Make sure your landing pages are optimized as well. They should load quickly and provide helpful information, including material that is related to your desired keywords, and you should see results in a matter of weeks.

Also, be sure to read this page for more advice on how to enhance your quality score.

Google has it’s own way of assessing your website’s quality. Google PageRank [1] is a metric which ranks the quality of a web page based on how many other pages link back to it. The more links back to your page the higher the ranking and the higher the Page rank. The general purpose of Quality Score is to make sure that you are getting the most out of your money and time spent on the optimization of your website.. Read more about google’s quality score depends on ctr and also relevance of the ad – true or false? and let us know what you think.

Frequently Asked Questions

How is Google Quality Score calculated?

Google Quality Score is calculated from a number of factors, including how often your site appears in search results, the quality and quantity of links pointing to your site, and the relevance of those links.

Why does Google care about Quality Score?

Google cares about Quality Score because it is used to determine how high up in the search results your website will appear.

Why is Quality Score Important?

Quality Score is important because it influences the ranking of your songs. The higher your score, the more likely you are to be ranked higher in a song.

Related Tags

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  • google quality score checker
  • what is a good quality score
  • how to improve quality score

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