Quality Score is an estimate of the quality of your ads, keywords, and landing pages based on a 1-10 scale. Higher quality ads can lead to lower prices and better ad positions.

  • You can see your Quality Score and its components (expected click-through rate, ad relevance, and landing page experience) in your keywords’ “Status” column.
  • The more relevant your ads and landing pages are to the user, the more likely it is that you’ll see higher Quality Scores.


Expected Click-Through Rate

Expected click-through rate is calculated via the historical performance of your ads. It excludes the effects of ad position (higher ad positions generally lead to better click-through rates), ad extensions, and ad formats. Click-through rate is a good indicator of relevance and can tell you if you’re sending the right message to the right audience. Your ads are more likely to be clicked on when your ad copy is compelling and relevant, which brings us to item #2:

Ad Relevance

The second factor that affects quality score is ad relevance, which measures how closely your ads match your keywords. If your ad brags about the cleanliness of your hotel rooms but appears when someone searches for flights to Dallas, your ad relevance will suffer. If your keywords have below average ad relevance, you may need to rewrite your ads or break up your ads into more specific ad groups. Whenever the search volume justifies it, you should make your ad groups as specific as possible and then match your ad copy to the keywords.

Landing Page Experience

Your landing page is evaluated based on its content (relevance, usefulness, originality, etc), transparency and trustworthiness, ease of navigation, and loading time. If your landing page was designed following industry best practice, you won’t need to make many changes. Just make sure you’re sending people to the landing page that most closely matches their search.

Benefits of Improving Google Quality Score

By optimizing Quality Score, you’ll be setting yourself up for higher return on investment. That’s because higher Quality Scores correlate with lower cost per conversion. Cost per conversion is different from cost per click. It’s not how much you pay for each click, but how much you pay when someone takes the action you want them to take, whether that’s signing up for a free trial or making a product purchase. Since not every click results in a conversion, cost per conversion is generally higher than cost per click.Luckily, strong Quality Scores lower both your cost per click and your cost per conversion.



Generally speaking, the higher your Quality Score, the lower your cost per conversion. Remember, a high Quality Score is Google’s way of saying that your PPC ad meets your potential customers’ needs. The better you are at meeting the prospect’s needs, the less Google will charge you for the ad click.

How can I make my quality score optimal?

This is the heart of the whole matter. If you want your ads to perform well, if you want a high quality score, ensure that your ads, keywords, ad groups, and landing pages are all related. Just as your credit score can affect whether or not you qualify for a loan and how high your interest rate is, Google Quality Score affects how your PPC ads perform and how much you pay for each click.