Quality Score

What is Quality Score?

Quality Score is a rating from 1 to 10 that Google Ads shows for each keyword. It is built from expected CTR, ad relevance and landing page experience, each rated below average, average or above average. Google calls it a diagnostic tool, not the value used in the auction itself.

Why is Quality Score important?

• Quick diagnosis: per keyword you see whether something is wrong with the ad or landing page.
• Three components: you see which one is below average and fix that first.
• Not a goal in itself: steer on conversions and cost per conversion, not on the number.

Examples of Quality Score

• A keyword with a 4 out of 10 because landing page experience is below average: the page loads slowly and does not match the search.
• A keyword with an 8 out of 10: expected CTR above average, ad relevance average.
• A new keyword with little data may not show a score yet.

How do you use Quality Score?

Add the Quality Score columns and the three components to your keywords view and fix the component that is below average first. A slow or unclear landing page you improve with conversion rate optimization.