Quality Score (QS) is a metric that indicates the health of your keywords. It’s assigned to every keyword that has had significant traffic volumes – usually hundreds of impressions and clicks. Having keywords with 10/10 quality scores is a sign of a well-managed campaign. This shows that Ads are targeted to people’s searches and are closely related to the keywords in the search campaign.

In essence, the Quality Score is an indication of whether your ads and landing pages are useful to your consumers.

There are three factors that affect your Quality Score, including:

1. Expected Click-Through Rate (CTR): How likely is someone to click your ad when Google shows your ad for the keyword they search for?

2. Ad Relevance: Is the ad relevant to your keywords? Does it make sense for the ad to appear when someone searches for a particular keyword?

3. Landing Page Experience: Does the information on the landing page correspond to what the ad is offering, and vice versa?

How to Improve Quality Score:

To get a higher Quality Score, fine-tune your ads and landing pages to improve your expected click-through rate, ad relevance, and landing page experience.

Improving your Quality Score helps you to maximize your ad budget, and achieve more results with less spend. To do this, pay attention to the three factors that affect Quality Score – expected click-through rate (CTR), ad relevance, and landing page experience.

By optimizing your Quality Scores, you’ll be setting yourself up for a higher return on investment (ROI). That’s because higher Quality Scores correlate with a lower cost per conversion! Cost per conversion is different from cost per click.

Luckily, strong Quality Scores lower both your cost per click and your cost per conversion.