What is Google Quality Score?

Digital Marketing
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What is Google Quality Score ?

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Quality Score is Google’s rating of the quality and relevance of both your keywords and PPC ads. It is used to determine your cost per click (CPC) and multiplied by your maximum bid to determine your ad rank in the ad auction process. Your Quality Score depends on multiple factors, including:

  • Your click-through rate (CTR).
  • The relevance of each keyword to its ad group.
  • Landing page quality and relevance.
  • The relevance of your ad text.
  • Your historical Google Ads account performance.

Based on this data, each of your keywords gets a Quality Score on a scale from 1 to 10, where 1 is the lowest score and 10 is the highest.

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Quality Score is an estimate of how relevant your ads, keywords, and landing pages are to a person who sees your ad. Higher Quality Scores typically lead to lower costs and better ad positions. Quality score is measured on a scale from 1-10, where 1 is the lowest score and 10 is the highest.

Quality Score is calculated based on the below three components:

  1. Ad relevance: How closely ad relevant the intent behind a user’s search.
  2. Landing Page experience: How relevant and useful a landing page is to people who click your ad.
  3. Historical CTR: The likelihood that the ad will be clicked when shown.

Improving quality score means improved CTR of Ad and Higher CTRs means more clicks, and more clicks mean more conversions. With the help of Quality Score, we get a lower cost per conversion.

High Quality score achieved by focusing below topics:

  1. SKAG: We can use SKAG. SKAG stands for Single Keyword Ad Group. These are just as they sound: One keyword per ad group, with its own set of ads.
  2. Keyword Research: Use Google Keyword Planner and add highly relevant keywords into campaigns.
  3. Search Query Result (SQR): Check search query result and add relevant keywords from that & neglect irrelevant keywords.
  4. Optimizing Landing Pages: Use Landing page best practices and make the landing page more useful & relevant to the users.
  5. Adding Negative Keywords: Continuously research, identify and exclude irrelevant keywords that are affecting the performance.
  6. Refining Ad copy: Write the adcopy which highly relevant to the business, keywords, and user query.

Generally, It is observed that the brand keywords have the highest Quality score followed by the generic and competitor keywords.
We can check the Quality Score of the keyword from the keyword level in Google Adwords.