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Rarely Shown due to Low Quality Score | #AdWordsAnswers


Hello AdWords Community!

This is Ashish from the Google AdWords team and I would like to discuss an important topic up today that affects your daily advertising on AdWords. The great phenomenon known as Quality Score.


But before we get started on Quality Score, let’s review why this really matters:


How are my ads shown on Google Search?


Your ads show on Google Search according to their Ad Rank, as compared to those of others. This determines the position your ads take on the search results page.


How is Ad Rank calculated?


Ad Rank is calculated using your bid amount, the components of Quality Score (expected clickthrough rate, ad relevance, and landing page experience), and the expected impact of extensions and other ad formats.


Even if your bids are well above first page bid estimates, it’s still possible that your ads will not show up on the search results and you will get the message “Ads rarely shown due to low Quality Score.” In order for ads to show up, it’s important to improve the Quality Score and other factors stated above.

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The 1-10 Quality Score reported for each keyword in your account is an estimate of the quality of your ads and landing pages triggered by that keyword. Having a high Quality Score means that our systems think your ad and landing page are relevant and useful to someone looking at your ad.


What should I do to improve components of Quality Score ?


1. Expected Clickthrough Rate (CTR) - This is based primarily on your keyword’s historical clicks and impressions. The better the ad position, the higher the chances of receiving a good CTR (CTR = clicks/impressions). Expected CTR thus depends on relevance (ads, keywords, landing pages) and on the position of your ads. So it is a good idea is to ensure you’re using the most appropriate Keyword Matching Types to show ads to the most relevant users.


2. Ad Relevance - this component describes how well your keyword matches the message in your ads. For example, if someone searches for your keyword and your ad shows up, would your ad seem directly relevant to their search?

- Make sure your ads match your keywords and vice versa in each ad group.

- In an ad group, all of your ads (independently) should be able to match to every keyword.


For example, say you have keywords themed around different topics, say A & B; and ads in the same adgroup covering those themes, say Ad A & Ad B. With this setup, it’s possible that ads for A might appear for keywords of B. In an ad group, keywords are not linked to any ad in particular.  You must make separate ad groups for A & B so that corresponding ads appear on searches.


Generally, don’t have more than 20 keywords in an ad group (typically 7-10 is enough). Make sure that each ad is relevant for any of the keywords.


3. Landing Page Experience - Landing page experience refers to how positive we think someone's experience will be when they reach your landing page (the webpage they end up on after clicking your ad).


Make sure your landing page is well designed and easy to navigate. Pages should be contextual to the keywords used to target them through ads. Another major part of the experience is how quickly the page loads for a user. Avoid using heavy components that may not provide the best experience to a user with a slower internet connection.


Apart from the above three points, considering the following factors you can help improve your quality:

  • Your display URL's past CTR: The historical clicks & impressions your display URL has received
  • Geographic performance: How successful your ads have been in the regions you're targeting
  • Your targeted devices: How well your ads have been performing on different types of devices, like desktops/laptops, mobile devices, and tablets.

Your keyword’s quality score will improve as you continue to make adjustments to these areas and as it accumulates new data through entering auctions.

Hope this was useful! If you have any questions, feel free to let us know in the comment section below and we would be glad to take them up.


Eslam H
December 2015

Thank you Ashish for this info

Vicky S
December 2015

Hi Ashish! 

This is Selva and am running Google adwords campaign for my newly created website since last two weeks. But my  landing page  experience is still below average. May i know why? Other than landing page experience CTR and Ad Relevance are above average. Is there anything I need to change in my landing page ? 

Adrian C
December 2015

Thanks Ashish


February 2016

In an Ideal scenario, it'd be nice to have an adgroup for just one or two ads, carefully crafted for high relevace and keyword match. But that's not always a possibility. So, yes, 7-10 keywords per ad group is a good place to start. 


Landing pages, of course, no matter how much I say about it is not doing it enough justice Smiley Happy