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Running a Google Ads Campaign facilitates promoting and advertising your products or services with keywords. If done right, Google Ads has the potential to transform your business to the next level. After all, people across the globe use Google to search over 100 billion times a month. That’s a whopping 2.3 million searches every second! From increasing the traffic on your website to better conversion, from new leads to more sales, with Google Ads, the possibilities are endless.
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ToggleSo, after much deliberation, you want to dive into the digital marketing domain. You have selected your keywords, written catchy ad text, and designed a pretty landing page. After running your ads for a few weeks, you notice that you are not getting sufficient traction or conversion.
Why is your Google Ads campaign not working? Well, Google Ads Quality Score is the deciding factor for making the most of your ads. Read on to know what is a quality score, its importance, the factors that affect it, and how you can improve it:
Simply speaking, quality score, measured from 1 to 10, defines the credibility of Google Ads. It measures the relevance, quality, and performance of the following three key areas: keywords, landing page, and ad text. It indicates the ranking of your ad and helps you decide how much cost per click (CPC) you should bid in the auction. In a nutshell, quality score is Google’s way of estimating the success of your ad campaign. While a lower Quality Score might seem like a wasted budget, a higher Quality Score shows that your ads are useful and relevant.
More than just being a metric for your Ads performance, Quality Score is a powerful tool in improving their performance as well. As mentioned earlier, the Quality Score is a combination of the following three factors:
Image Source- Search Engine Land
This keyword-related factor shows how likely a user will click on your ad while searching for a related keyword. This factor takes the past performances of the keywords used in your ad campaigns into account. Based on past experience of keywords, Google estimates the rate at which users will click on your ads.
Measuring the landing page experience is Google’s way of telling how relevant your website’s landing page will be for the user who clicked on your ad. Ideally, your landing page should be related to the keyword searched, clear, and useful to the user. While optimizing your landing page design, ask yourself these questions:
Another keyword-related factor, this Google metric indicates how well your keyword matches with content and message in your ads. If your keywords are too broad or vague, it does not result in a valuable user experience. For example, if yours is a marketing agency that deals in Facebook Advertising & Instagram Advertising, keywords like “Facebook Ads” or “Instagram Ads” might be relevant. But if you are using both these keywords on the same ad, it won’t fetch high ad relevance.
Google evaluates each of these factors in three categories – above average, average, and below average. The overall Quality Score is the weighted average of these three factors. Expected CTR and landing page experience are comparatively more significant than the ad relevance and have more weights. You can check your Google Ads Quality Score with the following steps:
Now that you are aware of the Quality Score, its importance, and its factors, here are some tips to improve it:
If your Google Ads campaign lacks in the “Ad Relevance” department, it is less likely to result in conversions. Here are a few tips to improve the “below average” or “average” ad relevance:
Ad extensions provide additional information about your business, products, or services. They expand your Google search ads so that they take more space in the search engine, which increases the CTR. Some of the most popular Google Ad extensions are:
As shown in below ad, ‘Eyes Collection‘ , ‘Face Collection‘, ‘Makeup Trends‘, ‘Lips Collection‘, ‘Makeup Tips‘ are sitelinks extension and ‘Maybelline Colossal Liner‘ is the price extension.
We live in a digital era where speed and data are the more crucial aspects of any website. Since your landing page is the first page a potential customer sees or experiences, it is crucial that you get it right. A good landing page should be easy to comprehend, navigate, or use and load effortlessly. No matter how extensive your website’s design is, if it takes forever to load or confuses your potential customers, it is useless. Similarly, your landing page must have a clear CTA to direct your customers and increase the conversion.
So, even if you are not able to design the landing page for your every single ad group, make sure you include all your important, high-impact keywords. Alternatively, you can consider a separate landing page for the other ad groups. Both these strategies help you increase the quality score as well as the user engagement.
Keywords are the gateway that connects your customers with your ads and is the most important aspect that affects your Google Ads Quality Score. After all, keywords decide whether your ad will show up on the search results or not. Since keywords lay the foundation for any PPC-based marketing, make sure that you research them extensively. If your keyword search is improper or insufficient, your ad campaign will definitely suffer. Instead of depending on the public tools to generate random or irrelevant keywords, analyze your log files or try a private keyword planner for better visibility.
Like any other form of writing, revising your ad text several times improves the quality of your ads. A high-quality ad is concise, tidy, neat, and focuses only on one product or service to draw the maximum attention of your potential customers. If your ads are vague or scattered between many products, they are less likely to be effective. Revising your ad copies multiple times results in Quality Score optimization and makes your customers feel that they exactly get what they want from your ad.
Impression Share (IS) is another smart metric that tells you whether you can increase your ad’s reach to more customers by increasing your budget. Expressed in a percentage, it is the fraction of the impressions your ads currently get from the total eligible impressions.
Impression Share is Google’s way of telling you that your ad campaign has potential and whether you should increase your Google advertising cost. While estimating IS, Google analyses the ad auctions throughout the day and tells you when your ads were competitive.
One of the best things about Google Ads Quality Score is that you can check the performance of your previous quality scores. By keeping track of the historical data of quality scores, you can analyze them and determine which keywords have worked for your ad campaigns in the past. Also, Google lets you select a time range for reporting the historical data of quality score and it’s all three components- ad relevance, landing page experience, and expected CTR.
More importantly, the component-wise breakup can guide you on how to focus your ad campaign. For example, after you optimize your landing page, use high-performing keywords from your past experience.
With quality score metrics, Google gives you an opportunity to optimize your ad campaign to reach out to more customers and improve conversion. This article tells you what Google Ads Quality Score is, why it is significant, which factors affect it, and how to increase quality score for growing your business. Hopefully, this handy guide helps you plan your Google Ad campaigns in a better way to increase sales and save money in the longer run.
Google assigns a Quality Score for every keyword from 1 to 10. Anything above 8 is a good Quality Score in Google Ads.
Yes, CTR is one of the three factors that govern the Quality Score. If your CTR is below average, improving it can significantly increase your Quality Score.
High-quality Google Ads use the right keywords to catch the attention of potential customers. An ad text that is clear and tidy maximizes CTR.
Google Ad Quality Score depends on expected CTR, Ad relevancy, and landing page experience.
Every time a Google user searches for a keyword, Google uses Quality Score to show more relevant ads. Interesting and relevant ads help Google generate more revenue with targeted advertising.
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