What is Google Quality Score?

A Google quality score is a combination of ranking factors that describe your ads’ overall relevancy to the consumer. The more relevant your ads and page experience/content is, the higher your Google quality score will be. The score is given from 1-10 as a guide to help marketers make strategic changes to increase customer impact. Google has described its quality score as “a warning light for a car’s engine.” It tells the driver (you) that something’s wrong with your ad or website so that you can fix it.

Quality score depends on three main criteria:

The Expected Clickthrough Rate (CTR) – The average number of times a user will click your ad when they see it on a search results page.

Your Landing Page Experience – How convenient and organized your layout is across devices, and how relevant the content is to the consumer.

Ad Relevance – How closely your advertisement aligns to a user’s search query and needs.

You can run a keyword diagnosis to review your current quality score for your Google ads by selecting “campaign” and then selecting “keywords.” Once completed, a white speech box will be visible next to the keywords on the page, where you will see if there is a score, including the ad relevance, landing page experience, and expected clickthrough rate of the selected keywords.

What is Keyword Quality Score?

Your keyword quality score measures your ad’s relevance to the consumers needs. The higher the keyword quality score, the more likely your ad is to appear at or near the top of a user’s search results for that query.

Keyword Quality Score measures:

  • Keyword relation to landing page content
  • Keyword relevance to the consumer search query
  • Previous scores for keywords
  • Expected clickthrough rate based on prior use of the keywords

What is Landing Page Quality Score?

Your landing page quality score reflects the relevance of your landing page related to searchers’ needs. For example, a high score reflects that your ad and landing page are more relevant and valuable to someone searching for your keyword compared to other advertisers.

Landing Page Quality Score measures:

  • Relevancy of your content
  • Ease of navigation on all devices
  • Transparency of policies (Privacy Policy. Terms of Service)
  • Unique and relevant copy

What is Mobile Quality Score?

Your mobile quality score indicates how well your mobile landing pages perform related to your mobile ads. It’s part of the overall quality score, which measures how well your ads perform in relation to your keywords. Mobile Quality Score is based on the landing page experience or what happens when customers click on an ad and visit your website or app. The Mobile Quality score is the only score that factors location into its decision-making process; therefore, your ad might rank differently on a mobile level than on a desktop device.

What is Account Level Quality Score?

If, in fact, it exists, many advertisers believe that the account level quality score grades your overall account success, including the performance of ads and keywords used over time. Google hasn’t confirmed this quality score’s existence, but it’s believed there are different levels of quality score other than the visible keyword-level quality score.

What is Ad Group Quality Score?

Ad group quality score is your rank at the ad level. This score includes anything that might impact how your ad is viewed and accepted by the intended audience. To tackle the ad score, you need to focus on groups of advertisements and their marking indicators. Aspects such as consumer perception, relevancy, and keywords should all be reviewed, starting with the ad group with the lowest performance. When you focus attention on low-performing ads first, you boost the overall average of your ads.

Tips to Improve Your Quality Score?

  1. Avoid keywords that are too broad or too niche: By using too broad or general keywords, you risk your ad being lost in the crowd of many others using the same ones. The same result can occur when using keywords that are too niche for your intended target—meeting somewhere in the middle is your best bet for a more visible ad.
  2. Measure, measure, measure: You need to monitor the number of times your ads are viewed out of the number of times they could have been viewed is the impression share. Doing this will show you whether your advertisements are delivered as much as possible. Ads that don’t show don’t get clicked, so your impression share is essential to know.
  3. Work on your page load speed – The user experience on your website is weighted heavily on your quality score. Google wants to know that customers can navigate and review quick-loading content related to their needs.
  4. Reconfigure by relevancy – Grouping your ads by the intended audience, keyword, and other unique factors can improve the relevancy of the ads. Google views ad relevancy as the connection between the resulting ad and the search query. Therefore, grouping your ads by intended audience increases the chances of them being considered relevant by Google – Bingo!


Google Ads quality score is an important factor in determining your ad rank. The higher your quality score, the better your ad position. If you have a high quality score, you can expect to appear earlier on the page and receive more clicks. More clicks means more conversions and more conversions equals more profit! To learn how Sublyme Digital can supercharge your quality score, please contact us today.

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