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Google Ads Quality Score Explained

Updated: May 30, 2023

Google Ads, previously known as Google AdWords, is a digital marketing tool founded by Google in 2000. At its launch, only 350 advertisers used the service to increase brand awareness. Nowadays, Google Ads has more than 1 million marketers and is a multi-billion dollar branch of the business. 

With so many advertisers using the advertisement tool to boost traffic and ROI, Google Ads has become a highly competitive marketplace. Those that do not use any tool available to their benefit are less likely to succeed. One of the ways that Google decides your value to the user audience is through your quality ratings. The price score multiplied by the pay-per-click bid is equal to the Google Ad rating. This is an important equation to note all along your marketing path. 

In this guide, we’re going to dive deeper into: the true meaning of Google Ads quality score Different types of scores focus on why they matter and how you can improve your Google Ads quality score. What’s the price score for Google Ads?

A Google quality score is a combination of factors that define the overall relevance of your ads to the consumer. Marketers with high-quality ratings have higher ad rankings. Just as organic search traffic is listed on the results page, so are paid ads. The outcome of your score depends on three key criteria: 

  1. Predicted Clickthrough Rate: the probability that your ad campaign will be noticed and clicked on by the user. 

  2. Landing Page Experience: how simple and structured the layout and site map are, as well as the overall importance of the web to the user. 

  3. Ad Relevance: The extent to which your advertising suits the search question and intent of the customer. 

The score is listed from 1-10 and is intended to help marketers refocus their attention on consumer impact. Google describes the score as “a warning light for a car engine.” It tells you, the driver, that something is wrong with your ad or website so you can fix it.

Marketers run a keyword analysis to see the latest quality score for your Google ads. You can do this by selecting “campaign” and then “keywords.” You will see a white speech box next to the keywords on the list. Use this to see if there is already a ranking, including ad relevance, landing page experience, and predicted keyword click-through rate. 

If there are no white speech boxes available, you may have disabled the standard score columns. Enable by clicking “campaigns” and “keywords” and then selecting “modify columns” from the drop-down menu. From here, you can choose to show your rating score, landing page experience, ad relevance, or estimated click-through rate. 

Additionally, you can display the history of these QS components by selecting the rating score (history), landing page experience (history), etc., and pressing the “Submit” button.

Different Types of Quality Scores:-

Any worthy marketer knows about quality scores at the keyword stage, but there is more to the QS ranking than the keywords themselves. There are, in addition, a few different types of quality scores to track.

The most trusted and acknowledged quality score of all QS keywords can be viewed from your Google Ads dashboard. The target, of course, is to get as close as possible to 10 in the ranks of 1-10. This is focused on the number of users who search using your keywords. Google uses the entire past of a keyword to rate it exactly, which is helpful when choosing your keywords. When your keyword is established by the Google user base, you will begin to see a ranking type, and low or high ratings will influence how you rate online. Keywords are graded on a variety of contributing factors, including: 

  1. keyword relationship to content, and proper usage 

  2. keyword relevance to customers viewing your ad

  3. Previous scores for a keyword

  4. Predicted click-through rate based on the previous usage of the keyword

Landing Page Quality Score:-


Google has also positioned itself as a user-first business. We aim to provide high-quality results to their search engines, which ensures that site owners must offer high-quality content to rank.

The quality score of the landing page lets you track how well you match this specification. Factors that affect your LPQS are:-

– Content Importance – Ease of navigation – Policy consistency – Unique copy

Again, your quest for a better score and higher ROI returns to the QS keyword. When you hover over the speech box, one of the keys to rank is the landing page experience. Although not expressly listed by Google, it is clear that the landing page plays a major role in the success of other areas of your ad. 

The drawback to Google’s rating of your landing page, whether it’s official or not, is that you pay more attention as a marketer or company owner. Your landing page is the face of your product, which means that improving it can only enhance your customer’s experience. This enhances brand loyalty, traffic, and, in effect, revenues. 

Mobile Quality Score:-


Mobile devices are described as any tool that can be used on the go without an anchor. Tablets or cell phones are the most popular, but iPods, Chromebooks, and other devices count as well. Of the world’s internet traffic, 52 % is mobile, making it a significant QS to be ranked successfully. 

This is the only score that takes the variables through the decision-making process. Where the unit is positioned using the GPS tracker accounts for the rated ads on the viewfinder. Your ad can therefore be rated differently on a mobile device than it is on a desktop computer.

Account Level Quality Score:-

Google’s Account Level Rating Score has not officially verified this ranking, although many advertisers believe it exists. ALQS rates the overall quality of your account, including the efficiency of advertisements and keywords used over time. The rating score of your account represents the other scores you’ve received. This means that a low click-through rate or bad keyword use rate would negatively affect you at the account stage. 

One of the reasons why advertisers have come to assume that this fraction of the price score system exists is due to the better performance of long-standing accounts. Old accounts vs. new accounts tend to have a QS advantage. This may be partly due to Google’s policy of limiting the formation of multiple AdWords accounts. 

When a company sees an ad campaign doing poorly, all it can do is cut back marketing activities and restructure. It’s a long-term operation, but the reward is worth the effort. Restructuring your strategy might include deleting old keywords or enhancing the relevance of your audience. 

Ad Group Rating Score This score is the overall rank at the ad level. This contains everything that could affect how an ad is viewed and embraced by your audience. Marketers who deal with the ad score rely on the marketing categories and their measures. Customer understanding, relevance, and keywords are all checked, beginning with the lowest-performing ad category. 

By focusing your attention first on low-performance advertising, you improve the overall quality of your advertising. You can track this score by adding the QS keyword to the ad category and averaging it. 

Although most of these scores depend heavily on keywords, there is more to it than this magic formula alone.

Why Quality Scores Are Important:-


Google is nothing but user-friendly. We realize that the site is not worth a lot without users. With more than 5 billion users, it makes sense for the company to make these drastic steps to ensure that all the pages it shows are of the same quality. 

Quality scores are important because they signify Google values and show you how they are expressed in your ads, keywords, and landing pages. We tell Google which pages meet the rules and which ads are not worth displaying to their loyal searchers. 

But without Google’s passion for customer service, the QS is vital to the success of your company as it represents the consumer’s view. The figures Google uses to determine the relevance of your ad are aligned with how users rate websites for themselves. Consumers ask questions like: -

– Can I get around the web without any confusion? 

– Did the connection tell me exactly where I was going, and was that honest? 

– Did the copy of the ad look like it was forced to use keywords, or was it smooth and natural? 

Other than that, your quality score tells you whether you are qualified to appear on a user list. In other words, the ad and landing page may be invisible to customers. 

Your quality scores are finally driving your level. As mentioned above, paid ads have rank, just as organic search results do. If your quality score is poor, your rating will be higher. If your rating is low, your visibility is poor. It’s a vicious web, so it’s hard to crack. It’s more evident when you know that 46 percent of all clicks are in the first three paying ads on Google’s result page. 

Don’t let this rattle you, though. Although it is a long-term project, advertisers can boost quality scores in a variety of ways.

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