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Factors Affecting Your Google Ad Quality Score

If you manage a Google Ads account for your company, you’ve undoubtedly wondered about your Google Ads Quality Score and how it affects campaign performance.

When it comes to boosting AdWords success, having a high-Quality Score is essential. However, working with Quality Score has been quite challenging in the past since Google has not made it easy to identify all of the components that constitute Quality Score on a scale.

Here we are going to discuss the factors affecting the Quality Score of Google Ads but before that, let’s see why the quality score matters?

Why Quality Score Matters?

Quality Score is significant in Google’s eyes since it represents the relevancy of your advertisements to consumers’ search queries. Quality Score helps Google guarantee that the advertisements people see are relevant to their search queries. Google is the leading search engine, and they want to maintain it that way.

Quality Score is highly essential to marketers for a variety of reasons. This statistic decides whether a keyword is eligible to enter an auction and, as a result, whether your ad will appear on the Google Search Network for a user’s inquiry. Moreover, in conjunction with CPC bid, Quality Score affects ad rank, which is essential – especially for marketers on a tight budget.

How to Improve Landing Page Quality Score For AdWords Campaign

Image Source: Ads Triangle

#1. Expected Click-Through-Rate

The expected click-through rate (CTR) is a metric that determines how likely your advertisements are to be clicked when they are displayed for a certain keyword (excluding other factors such as ad position and ad extensions). Checking the Expected CTR of keywords in your campaign will assist you in identifying keywords that may be too irrelevant to perform effectively.

You can obtain one of three statuses for your Expected CTR: above average, average, or below average.

A status of “Above Average” or “Average” implies that there are no serious issues with the keyword’s Expected CTR when compared to other keywords on advertisements.

If your status is “Below Average,” you should try to modify your text ad to be more closely linked to your top keywords. You may also ensure that your text ads contain some of your top keywords in the ad copy.

#2. Ad Relevance

Ad relevance, like expected CTR, is dependent on your keyword. But in this situation, it’s more about whether your ad content and keywords in your ad group are appropriate.

Keywords like “content marketing agency” or “web design agency” may be relevant to your marketing firm, but if you use the same ad for both keywords, you will sacrifice relevancy. This is what ad relevancy looks for.

Check to see whether your keyword groups are too wide if your ad relevancy is below average. The more relevant your ad is to your keyword categories, the higher your ad relevancy will be. This corresponds to a more useful campaign experience for the searcher, and that is why Quality Score emphasizes it.

#3. Landing Page Experience

Landing Page Experience is a reliable indicator of how your landing page will execute when a visitor arrives after clicking your ad.

 Is it possible that visitors will perform the desired action, or will they have to delve further through your site to get what they need? Will they discover what they’re searching for on your landing page, or will they return to the search results?

A positive landing page experience may bring more leads, sales, or signups, but a negative landing page experience can drive potential purchasers away or to your competitors.

So, what is the significance of a decent landing page experience? While the experience of your landing page has a direct influence on your Quality Score and Ad Rank, it may also have an impact on your advertising expenditures. The higher your Quality Score and Ad Rank, the better your landing page; the higher your Quality Score and Ad Rank, the cheaper your advertising expenses.


The Quality Score is a measure of relevance, and increasing keyword relevance improves the Quality Score. It is necessary to structure your PPC campaigns into tiny, well-organized, tightly knit sets of keywords to get a high-Quality Score. Better keyword research and planning will also enhance the quality and accuracy of your advertisements and website content, enabling you to target the exact group that is most likely to be looking for your services.

Author avatar
Arundhati Sensharma