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Quality Score is Google’s estimate of the quality of your ads, keywords, and landing pages. It is reported on a 1-10 scale and is calculated based on expected click-through rate (CTR), ad relevance compared to the keywords being chosen, and the landing page experience. Landing page experience may include keyword density, page loading speed and bounce rate, amongst other factors.
If your ads and landing pages are highly relevant to a specific search query, and other data Google has on users typing those queries, the more likely it is that you’ll see higher Quality Scores.
Your Quality Score is an average of your overall quality during the time period selected. It is not used at auction time to determine Ad Rank, because Ad Rank is calculated every time you compete for a keyword. What happens is Google calculates your quality for that instance, and then your reported Quality Score will be updated based on the average score. This means that you can track Quality Score over time as a lagging indicator to show you if your ads are improving in relevance.
- Some methods for improving your quality score include:
- Ad copy that is closely aligned with landing page copy
- Ad copy and landing page copy that is more closely aligned with the actual search query and intent of the user
- More targeted audiences
- The use of relevant extensions
- A landing page that holds your visitors’ attention for longer
Given that your Ad Rank directly influences the Cost Per Click (CPC) of your ads, monitoring your quality scores will give you insights into how you can reduce advertising cost while simultaneously improving results.
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