Raising Quality Score

Quality Score is calculated based on how relevant your ad copy and corresponding landing page are to the keyword on which you are bidding. The purpose of this ranking multiplier is to reward AdWords campaigns that are relevant, and to penalize those that do not seem interesting for the target audience.

In order to achieve a high Quality Score, Google’s systems have to think that your ad, keyword and landing page are all useful and relevant to someone typing in your search term. Your Quality Score is determined every time a search is performed. Quality Score can be anywhere between 1/10 and 10/10, with 10 being the highest. However, data suggests that quality score can reach up to 40, with several decimals following the comma.

The Quality Score is calculated by:

  • Keyword relevancy
  • CTR of the AdWords account
  • CTR of the campaign
  • CTR of the keyword
  • CTR of the display URL
  • Ad performance
  • Geostatistics
  • Landing page
  • Landing page loading speed
  • Device (PC, tablet, mobile)

Some of these components act as multipliers, while others have a negative impact on your score. You can find your Quality Score for any of your keywords, and there are several actions you can take to help improve your Quality Score. For any given search, Google searches thousands of ads that are most likely to provide what the person is looking for. The Quality Score reflects if your ads are providing a good user experience.

Before we discuss how you can raise your Quality Score, you should be familiar with the CPC “discount” multipliers discovered by ClickEquations, a PPC platform that enables advertisers to more easily manage large paid search campaigns. For example, keywords with a high quality score receive a discount, while those with a low CTR get a penalty:

Quality Score
CPC Discount (-) / Increase (+)
10-30%
9-22.2%
8-12.5%
7no multiplier
6+16.7%
5+40%
4+75%
3+133.3%
2+250%
1+600%

Expected Clickthrough RateHOW TO RAISE QUALITY SCORE

To improve this factor of Quality Score, your ad copy needs to contain most of the keywords within an ad group, but at the same time must be a complete sentence or phrase. Expected clickthrough rate is actually a prediction and different from the actual clickthrough rate of each keyword.

Ad Relevance
To improve this factor of Quality Score, it’s best to rewrite ads with a low clickthrough rate, making sure that your top keywords are in your ads. Also consider using dynamic keyword insertion to make ads more relevant.

Landing Page Experience
Make sure that the keyword phrase you are bidding on is relevant to the landing page. Your landing page should contain your keyword and should be relevant to your ad. Google states that “you can improve your landing page experience – and Quality Score – by focusing on three things: relevant and original content, transparency, and ease of navigation.”

You should also understand that one of the largest determinators of quality score is click-through rate (CTR). If you are running new campaigns and do not have CTRs yet, Google will assign a Quality Score based largely on the landing page.
Raising Quality Score
Next, learn about Raising Click-Through Rates (CTR).