How does quality score affect your campaign’s performance on Google Ads?

When Google ranks to determine the position of each ad, the quality score is a very important part of that definition.

The Google Ads Ad Quality Score is an assessment by Google, generating a score from 1 to 10, to determine whether the ad, keywords, and landing page are relevant to the user. It is important to determine the position of each ad.

Anyone who has advertised on Google Ads already knows that the tool works in the auction system. However, not many people know how this auction works in all its details.

In this post, we’ll talk about one of the most important components of the auction and also one of the ones that generate the most doubts on the subject: the famous Google Ads Quality Score (or “Quality Score”).

We’ll show you how it can help us get better positions and lower cost, significantly increasing the ROI (return on investment) of a campaign.

What is Google Ads Quality Score?

The Google Ads Quality Score is an assessment made by Google, generating a score from 1 to 10, used to determine if the ad, keywords and landing page are relevant to the Internet user interested in that subject.

When Google ranks to determine the position of each ad, the quality score is a very important part, as we’ll show later.

There are two ways to check your index. By accessing “campaigns” in your Google Ads account and then “keywords”, there will be a column named “Status”.

Positioning the mouse over the icon displayed in this column, a balloon with some Quality Score information appears. Another option is to add a new fixed column in “Columns > Customize Columns > Attributes > Ind. which one.”

How does Google Ads Quality Score impact position and price?

Whenever a search is made, a so-called Google Ads auction takes place to determine the ads displayed. However, the auction is a little different from what we know. Instead of whoever pays more to appear directly in the first position, enter the ad with the highest Ad Rank, as Google created to determine the strength of an ad.

And how is Ad Rank composed? It is the quality score (IQ) multiplied by the bid (max CPC). So even if a competitor’s bid is higher, you can get a better position if you have a good quality score. In the example below we consider four advertisers in an auction for the same keyword

Note that advertiser B, despite having the lowest CPC, got the second position due to a high IQ. By the same logic, advertiser D, with a high bid, is in last position due to poor IQ.

We’ve already seen then that quality score has a strong impact on the position an ad will show. Now let’s show you how it’s even more important in determining the actual amount your business pays for a click.

The actual CPC is the amount you actually pay, regardless of the amount you stipulated as the Maximum CPC offered. By Google’s system, the Actual CPC value is calculated with the Ad Rank of the ad below divided by the Quality Score of your own ad

That’s why it’s important to always optimize your campaigns in search of the highest rates: this practice guarantees lower costs with better positions.

What does Google Ads Quality Score consider?

As usual, Google doesn’t disclose the exact formula the algorithm uses to define the index. However, three factors are predominant and on them we should focus our attention for optimization:

1 – CTR (Click Through Rate)

Indicates the number of clicks divided by the number of times the ad was shown. It is the most important factor in the index and aims to identify how relevant your ad is to users.

To improve CTR, Google recommends creating more compelling and specific ad text, highlighting a unique benefit of your product, and testing out different calls-to-action .

2 – Relevance

Google tries to understand how relevant your keywords, your ad text, and your landing page content really are and how well they relate to each other and to the search performed.

To improve relevancy, Google’s tip is to move keywords into smaller ad groups, add negative keywords to prevent your ad from appearing in unwanted queries, and associate text language more directly with users’ searches.

3 – Experience on the Destination Page

Google Ads also considers the experience of Internet users when directed to the landing page or Landing Page (the page after clicking on the ad). In this context, three aspects are considered: relevant and original content, transparency (reliability) and navigability.

To improve the landing page experience, target the details. Check that the page will deliver what the ad promised and continue the conversation of the text that deserved the user’s click. Remember that the click is just the beginning, what will define a sale or a conversion is your page.

More tips to get a better Google Ads Quality Score

Now that we understand how the quality score is composed and how important it is, it’s time to put it into practice and understand how to improve this number. It will be important to review:

Keyword relevance to the ad

Review whether purchased keywords appear in the ad. Segment your themes and words into small, similar groups so that relevance comes “naturally”.

Ad attractiveness

Is your ad written in such a way that someone researching it will consider it as made for them? We’ve given some tips for that in this post on how to create ads on Google Ads . These techniques ensure higher levels of CTR, which as we’ve said, is the most important factor in IQ.

Relevance of your landing page

Does your landing page contain relevant and original content (including purchased keywords)? Is the user directed to a specific page of content they are looking for (or are you sending visitors to the home page)? Is your landing page polluted by banners and pop-ups ? Beware, Google Ads considers that this type of functionality decreases transparency and navigability.

your account history

One last detail that can be reviewed and considered is your account history. The overall CTR of all ads and keywords generate a history of your account, which is considered to generate the first Quality Score (the one before the new campaign goes live). In extreme cases, it’s worth considering creating a new account.

How is your paid media quality score?

If you want to go even deeper and deliver even better results with your ads, check out our paid media webinar series . In addition to Google Ads, we talk about optimizations, remarketing, video ads, programmatic media and much more! Just sign up below to get access to 5 exclusive videos.