A Guide to AdWords Quality Score
Mel Fish Mel Fish
Google Ads
April 16,2018

A Guide to AdWords Quality Score

So you’re trying to get a handle on all things PPC? Let’s take it back to the basics of AdWords and get to know quality score a little better. Understanding how AdWords quality score works is important, as it directly impacts the cost and performance of your campaigns.


What is Adwords quality score?

Your quality score represents the quality of your ads, keywords, and landing pages. Higher-quality ads can lead to lower prices and better ad positions.

Your score is measured on a scale of 1-10. You can find these for each keyword in the “Keyword” tab of your account (Google Support, 2018).

Consider this Google’s way of telling you your ad is meeting the needs of people searching for your product or service. The more relevant your ad is to your customers, the less you will be charged for the click.

The quality score for your account is dependent on the following factors:

  • Click-through rate (CTR)
  • Landing page relevance and quality
  • The relevance of your keywords to their ad groups and relevance of your ad copy
  • Your historical AdWords account performance.

How AdWords quality score is calculated

Wordstream (2018)


How does your quality score impact your PPC campaigns?

Quality score has a significant impact on your PPC campaigns. The higher your quality score, the lower your cost per click (and cost per conversion) will be. Focus on optimising quality score, and you’ll start seeing a better return on your advertising spend.

AdWords will let you know if your ads aren’t showing due to low quality score – you will see the below message under the “status” column in the AdWords interface.

Example of poor AdWords quality score

Business 2 Community (2018)

This means that your quality score is too low to show an ad, or, when the ad is showing you are paying a much higher price for the click. So, with that in mind – let’s move on to improving your quality score…


Tips to Improve Your AdWords Quality Score

Achieving high quality scores can impact how often your ads appear, the price you pay, and the position they show in. So it’s well worth putting some time into getting this right. Try following these tips to increase your quality score.

Account Structure

Ensure your campaigns are well organised with tightly themed ad groups, and that your keywords, ads and landing page all tie together. If you have too many keywords under one ad group, it’s likely not all of your ads will be relevant to each keyword.

AdWords account structure

Optimise your landing page content

A large factor of your quality score calculation is how relevant your landing page is. Ensure your keywords are in the titles, meta descriptions and in the main content of your landing pages. It’s also important to include keywords in your headlines and subheadings.

Conduct ongoing keyword research

Continue to seek keywords of high relevance to add into your campaigns. This includes finding long-tail keyword opportunities.

Pro tip: Check your search query report for potential keywords to add.

Use negative keywords

Eliminate unsuitable search terms from showing to reduce budget wastage. Adding negative keywords into your account is critical to stop ads showing for searches that are irrelevant to your product or service.

Try some ad extensions

Extensions include additional information about your business that you can showcase to make it easy for users to find exactly what they’re looking for fast. They give your customers more reason to click your ad, while also giving you a little more real estate on the search engine results page.

Learn more about AdWords ad extensions.


So what are you waiting for? Let the optimisations begin!

Want an AdWords quality score health check? We can help. Get in touch today.

Google Ads
April 16,2018
Mel Fish

Author: Mel Fish

Mel is a Paid Media Executive at Search Factory | iProspect. When she's not busy building AdWords and Facebook campaigns, you can find her watching football, playing with her dog Winston, or hopping on a plane to travel the world.

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