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Quality Score

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# 1
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Hi All,


Wondering if anyone has any thoughts on this for me?


I have just added a keyword as an exact match, into its own ad group, the keyword is in the ad text and also on the landing page itself - yet it has only been given a quality score of 4?


Does anyone have any idea why this is or what I can do to improve this? Does it just need time for Google to assess what the Quality Score should be? Seems unfair that it should be given such a low QS to start with given how relevant it is?


Thanks for any advice or tips!


Laura Smiley Happy

2 Expert replyverified_user
Marked as Best Answer.
Accepted by rosiel (Follower ✭ ✭ ☆)
September 2015

Re: Quality Score

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# 2
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Hi Laura,

Every time someone does a search that triggers your ad, Google calculate a Quality Score. To calculate this Quality Score, Google look at a number of different things related to your account, like the following:

  • Your keyword's past clickthrough rate (CTR): How often that keyword led to clicks on your ad
  • Your display URL's past CTR: How often you received clicks with your display URL
  • Your account history: The overall CTR of all the ads and keywords in your account
  • The quality of your landing page: How relevant, transparent, and easy-to-navigate your page is
  • Your keyword/ad relevance: How relevant your keyword is to your ads
  • Your keyword/search relevance: How relevant your keyword is to what a customer searches for
  • Geographic performance: How successful your account has been in the regions you're targeting
  • Your ad's performance on a site: How well your ad's been doing on this and similar sites (if you're targeting the Display Network)
  • Your targeted devices: How well your ads have been performing on different types of devices, like desktops/laptops, mobile devices, and tablets – you get different Quality Scores for different types of devices


How Quality Score affects you:

As mentioned above, we calculate a Quality Score every time someone does a search for one of your keywords. This Quality Score is then used in several different ways, affecting the following things in your account:

  • Ad auction eligibility: Higher Quality Scores make it easier and cheaper for a keyword to enter the ad auction.
  • Your keyword's actual cost-per-click (CPC): Higher Quality Scores lead to lower CPCs. That means you pay less per click when your keyword has a higher Quality Score.
  • Your keyword's first page bid estimate: Higher Quality Scores lead to lower first page bid estimates. That means it's easier for your ad to show on the first page of search results when your keyword has a higher Quality Score.
  • Your keyword's top of page bid estimate: Higher Quality Scores lead to lower top of page bid estimates. That means it's easier for your ad to show towards the top of the page when your keyword has a higher Quality Score.
  • Ad position: Higher Quality Scores lead to higher ad positions. That means your ad can show up higher on the page when your keyword has a higher Quality Score.

In a nutshell, higher Quality Scores typically lead to lower costs and better ad positions. The AdWords system works best for everybody – advertisers, customers, publishers, and Google – when the ads we show are relevant, closely matching what customers are looking for. Relevant ads tend to earn more clicks, appear in a higher position, and bring you the most success.


Fore more info visit below link:



Marked as Best Answer.
Accepted by MosheTLV (Top Contributor)
September 2015

Re: Quality Score

Top Contributor
# 3
Top Contributor

Hi Laura,


Well you are not the first one to ask about this magical metric Quality Score Smiley Happy


There have been tons and tons of discussions happened across this metric. 


To answer your question, initially QS is given based on the historical performance of your account and also how well or how worse it was used by other advertisers.


You can certainly work to improve the Quality Score of your keywords by performing various account optimization techniques, which include improving on CTR, improving on Exact Match IS, keyword relevancy etc...


Follow this memorable thread written by Googler Tanmay on Quality Score which talks about each and everything covering this metric.


Additionally read this for more details.


Hope that helps!


Re: Quality Score

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# 4
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Hi Laura,

Pankaj is right, there have been tons and tons of discussions happened across this metric.

But I always consider below mentioned factor to improve QS. Hope it will help you too.

How Can You Improve Your Quality Score?

Once you know your quality score, you can optimize and improve it, For that you just need to optimize your ad groups and other variables. Focus on the terms that have the weakest quality scores.

Text adcopy:

your text ad should be closely matches the keywords you’re bidding on. Are your keywords with a low quality score only vaguely related to your copy? Either change the copy, put the keyword in new group with specific ad copy.


If Your ad groups are tightly focused then there is no need to use exact match on all keywords, but if broad or phrase match isn’t working maybe you should look to tighten it up. Also keep close eyes on negative matches. Negative matches help relevance and should help your CTR, thus improving your quality score.


Next, review all poorly performing text ad copy by CTR. Can you rewrite the ad copy to tighten the focus? Rewrite and test. If this doesn’t improve your quality score, keep rewriting, or dump the ad. Be very careful making changes to ads that perform well, however, as this will also effect your score.


After conducting this optimization, remove any poorly performing keywords in terms of quality score. Low quality keywords can drag down your entire campaign, as Google looks at historical averages across your campaign and account, not just specific keywords. However, the higher your overall quality score, the more you can get away with some underperforming keywords.

Landing Page:

Review your landing pages. Don’t sweat this too much, as landing pages don’t really have much affect on you quality score, unless they are god-awful. They can certainly do you harm if you stray too far outside Google’s Adwords Landing Page Guidelines. Be relevant, clear, don’t trap users or try to fool them, and focus on usability.

Re: Quality Score

Top Contributor
# 5
Top Contributor

Hi Laura,


You mentioned that you have an exact match keyword in an adgroup.

With the Ad copy and LP very relevant to the Keyword.

inspite of which you have a low QS.


As everyone has mentione above, QS depends on the CTR and relevance.


Since your KW - Ad and LP are all relevant, the thing that is left is the CTR.


CTR plays a big role in QS caculation.

The CTR of your KW and AdGroup need to be high to improve your QS.

Since you have only 1 Kw in your adgroup, you should focus on increaing your CTR.


You could do this by:

Trying to increase relevance of Adcopy (somehow) or,

increase Bids to increase avg postion and in turn increase CTR.


This may mean that you have to spend a little more. It may take time for the QS to increase, but once it does, your avg. CPC will reduce!


Hope this helps!





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