What is Quality Score and Why Does it Matter?
In the world of Google Ads, there’s a metric that can have a huge impact on the performance and cost of your campaigns: Quality Score. Quality Score is Google’s rating of the quality and relevance of your keywords and ads. It’s a crucial metric that can affect your ad rank, your cost per click, and your overall campaign success. This guide will explain what Quality Score is, how it’s calculated, and why it matters.
How is Quality Score Calculated?
Quality Score is calculated on a scale of 1 to 10, with 10 being the highest. It’s based on three main components:
- Expected Click-Through Rate (CTR): This is Google’s prediction of how likely your ad is to be clicked on when it’s shown for a particular keyword.
- Ad Relevance: This is a measure of how well your ad matches the intent behind a user’s search.
- Landing Page Experience: This is a measure of how relevant and useful your landing page is to the people who click on your ad.
Why Does Quality Score Matter?
Quality Score matters because it has a direct impact on your Ad Rank. Your Ad Rank is the value that’s used to determine your ad position on the search results page. It’s calculated by multiplying your Quality Score by your maximum bid. A higher Quality Score can lead to a higher Ad Rank, which means your ad is more likely to be shown in a higher position.
A higher Quality Score can also lead to a lower cost per click (CPC). Because Google wants to show high-quality, relevant ads to its users, it rewards advertisers with high Quality Scores by giving them a discount on their CPC.
How to Improve Your Quality Score
Improving your Quality Score is one of the best ways to improve the performance of your Google Ads campaigns. Here are some tips for improving your Quality Score:
- Improve your click-through rate (CTR): Write more compelling ad copy and use ad extensions to make your ads more prominent.
- Improve your ad relevance: Create tightly-themed ad groups and write ads that are highly relevant to the keywords in each ad group.
- Improve your landing page experience: Make sure your landing page is relevant to your ad, easy to navigate, and has a clear call to action.
Our Overall Thoughts
Quality Score is a crucial metric that every Google Ads advertiser should be paying attention to. By focusing on improving your Quality Score, you can improve your ad position, lower your costs, and get a better return on your investment. The key to a high Quality Score is to create a seamless and relevant experience for the user, from their search query to your ad to your landing page.
Ready to improve your Quality Score?
Our team of Google Ads experts at Validus Media can help you optimise your campaigns for a higher Quality Score.
