Which One Results in a Better QS?
Hope that helps
Quality score doesn't depend on number of keywords, but the campaign structure rather. If the website has four products/services for instance, creating one ad group for each of them (based on theme) and creating relevant keywords & ads in each of the ad group would result in a better quality score. So account and campaign structure is has more to do than the number of keywords.
More about account structuring here.
Hope that helps!
From the two options you provided second one would have the best quality score.
Ad group with multiple relevant keywords gains high quality score when comparing with ad group with one keyword. It's worth considering Ajay's point "using just one keyword....resulting in too fewer clicks which is not ideal for securing a high quality score".
The ad group with relevant keywords, variations and match types can improve the quality score of the keywords. However, quality score depends on various factors like CTR, Performance History etc. I also agree with what Sumanth had said, the account structure also plays a major role in determining your quality score.
Vishal Joseph wrote:
Which one of them results in a better QS?
1. Adgroup with a Single Keyword
2. Adgroup with multiple keywords
How You Structure Your Account: Doesn’t Matter
If it doesn’t affect user experience, it shouldn’t affect quality or Quality Score. Set up your
account in whatever way lets you manage it best, and feel free to restructure things like
campaign names or the number of ad groups as needed. There is no such thing as ad
group-level, campaign-level or account-level Quality Score.
QS is not determined by the number of keywords in an adgroup.
The individual Keyword QS is based upon expected click through rate, Ad relevance, and landing page experience. ( I would also add Actual CTR's in my opinion)
To help you improve your ad performance, your Quality Score summarizes recent
performance based on three components
1 Expected clickthrough rate
The likelihood that your ad will be clicked
2 Ad relevance
How closely your ad matches the intent behind a user’s search
3 Landing page experience
How relevant, transparent and easy-to-navigate your page is for users
Each has a status of above average, average, or below average.
When a user searches for something on Google, we recalculate all three of these
components as part of our determination of Ad Rank.