What is Quality Score? Google Ads Quality Score Explained For Beginners

Key Takeaways

today I'm going to be answering the question what is quality score and give you all the information you need about quality score in Google ads so quality score is a 0 to 10 rating given to advertisers for every single keyword they are bidding on with Google ads so it measures ad quality and uses three main variables expected click-through rate add relevance and landing page experience so essentially it's an ad quality score for every single keyword so here here's an example of what your quality score will look like in your Google ads account so you're bidding on different keywords each keyword has its own quality score and the quality score is looking at these three different factors expected click-through rate landing page experience add relevance and whether or not these factors versus other advertisers that are bidding on the same keywords are giving people an above average experience an average experience or a below average experience so as you can see from this picture obviously you want a 10 out of 10 quality score because ultimately for advertisers why that's important is it is going to help you get lower costs over time and you're giving your consumers a better ad experience when they're searching a keyword clicking on your advertisement and going to your landing page so why is quality score important so it's not used in the actual ad auction itself the 0 out of 10 quality score is not used but it can help advertisers understand how to improve their campaigns so coming back over here you can see some of my ratings are average or below average for some of these keywords so by understanding what is average what is below average that can help me give me some ideas for how to improve for example if we're looking at farmhouse style quilts my ad relevance is below average so what I should do is go in and create a new responsive search ad my landing page experience for rustic blankets is just average so I should make sure where I'm sending traffic to people have a good experience on that landing page farmhouse style quilts expected click-through rate is just average so obviously I need to go and improve my ad relevance I need to make sure that my assets are all geared around farmhouse style quilts I can make sure that all of my Search terms are relevant that are coming in that are actually matching my keyword so some different things that advertisers can know to work on now I wanted to go over a couple of different quotes from Google specifically about quality score because there's always questions about how is quality score actually used in the ad auction so it's not a key performance indicator should not be optimized or aggregated with the rest of your data so in other words just having high quality scores does not always mean that you're going to have great campaign performance so it's not something you should use to say our campaign is performing really well because we have high quality scores it's more something that you should use to say we need to improve here here and here to make sure that we're giving people a relevant experience it's not an input in the ad auction it's a diagnostic tool to identify how ads that show for certain keywords affect the user experience so the way that I always look at it as an Advertiser is I do believe that Google ads uses the expected click-through rate the landing page experience and the ad relevance themselves as part of the ad auction but they're not specifically looking at the exact quality score from a 0 to 10 to say okay this specific Advertiser has a 9 out of ten this one has a 6 out of ten so therefore this one has a much better ad I think what they're doing is they're looking at different factors based on the search term based on the keyword that we're targeting and all of those things are going to impact our ad Rank and AD rank is what Google ads is using during the ad auction to determine which ads appear in which position now if we open up Google ads real quick and we're open to a search campaign right now these are some of the different keywords that I'm bidding on you could see some of the keywords from the example I was just showing so when you're in the Search keywords here so the keywords that you're targeting if you go to columns and you go to modify columns one of the options over here is quality score so if you click on quality score you can view your quality score expected click-through rate landing page experience ad relevance and you can even see historical data as well so you can look at historical quality score and I can look at let's say last quarter and see what my quality scores were last quarter and then compare them to this quarter so it's one way to use quality scores is to see are we improving our quality score over time but if we're looking over here the same as the image I just showed you so for each individual keyword that we're bidding on we're going to have a quality score and it's going to be based on these factors of expected click-through rate landing page experience ad relevance I have these ranked from top to bottom so as we go further down you're going to see my quality scores go down as well and generally when you have a 9 out of 10 something's going to be average what do you have a 6 out of 10 you can see average and below average so they give you some ideas for how to improve your overall ad experience that you are giving to people who are searching your targeted keywords so coming back over here if you have any questions about quality score please leave in the comments section it is important to to actually improve your quality score but the actual rating itself is not using the ad auction so ultimately what you're trying to do is make sure you have a high click-through rate you want to make sure you have a very relevant ad experience and you want to make sure people are seeing very relevant landing pages as well so if you have any questions please leave in the comments section thanks for watching my video today and make sure you subscribe to the Surfside PPC YouTube channel