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Your Google Ads Quality Score & Why It Is Important

To run a successful PPC campaign, it’s important to understand quality score and the influence it has on both the effectiveness and performance of your paid campaigns. So, what is it?

Quality score is Google’s rating of the quality of ads, keywords, and landing pages in your PPC campaign. Essentially, it is representative of the relevance of your ads to users’ search queries. Quality score is reported on a 1-10 scale and depends on several different factors including:

  • click-through rate
  • the relevance of each keyword to its ad group
  • landing page experience
  • relevance of your ad text

The closer your keywords, ads, and landing pages are related to one another, the higher your quality score is going to be.

Why is it important?

To appear above organic results on Google or Bing, ads must meet a certain quality threshold. You can’t simply “buy” top ad positioning by increasing your bids, so optimizing your campaigns to have high quality scores is extremely important. Higher scores are also likely to improve your ROI (return on investment) because higher scores correlate to a lower cost per conversion.

How can I improve my Quality score?

The best way to obtain high quality scores across your Google Ads account is to structure your campaigns with organized keywords in appropriate ad groups, create ad text that uses the keywords from a corresponding ad group, and send users to landing pages that provide information about the ad text’s offer. The more cohesive a user’s experience is from search query, to keyword, to ad text, to landing page, the higher your quality score will be and the better your campaign is likely to perform.

Want to learn more about how quality score works? Contact your EMSC Account Manager today!

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