Check and understand Quality Score

Quality Score is an estimate of how relevant your ads, keywords and landing page are to a person seeing your ad. Having a high Quality Score means that our systems think your ad, keyword and landing page are all relevant and useful to someone looking at your ad. You can find out your Quality Score for any of your keywords.

Example

Let's say that you own a website that specialises in socks, and Sam, a customer, is looking for striped socks. Wouldn't it be great if Sam typed "striped socks" into Google search, saw your ad about striped socks, clicked it, and then landed on your webpage and bought some of your lovely new striped socks?

Example ad

What would happen if, on the other hand, Sam simply saw an ad about "socks" or "clothes", especially if he saw it together with a competitor's ad about "striped socks"?

In the first case, the customer searches and finds exactly what he's looking for. That's what we consider a great user experience, and that's what can earn you a high Quality Score. What's more, relevant ads tend to earn more clicks, appear in a higher position and bring you the most success.

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Checking your Quality Score

You can check your Quality Score by looking within your Keywords tab. There are a couple of ways to check your Quality Score, as shown below.

Run a keyword diagnosis:

  1. Click the Campaigns tab at the top.
  2. Select the Keywords tab.
  3. Click the white speech bubble Ad disapproval bubble next to any keyword's status to see details about that keyword's Quality Score. You'll be able to see ratings for expected click-through rate, ad relevance and landing page experience.

 

Another way to see your Quality Score is to enable the Qual. score column:

  1. Click the Campaigns tab at the top.
  2. Select the Keywords tab.
  3. Look for the Qual. score column in the statistics table. If you don't see this column in your table, you can add this column by doing the following:
    • Click the Columns drop-down menu in the toolbar above the statistics table.
    • Select Customise columns.
    • Select Attributes.
    • Click Add next to Qual. score.
    • Click Save.
Quality score column

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Each keyword gets a Quality Score on a scale from 1 to 10, where 1 is the lowest score and 10 is the highest. We recalculate your Quality Score every time your ads are eligible for the ad auction, which can potentially happen many times a day. Rather than showing you different Quality Scores throughout the day, we show you a single Quality Score that gives you an estimate of that keyword's overall quality.

How we calculate Quality Score

Every time someone does a search that triggers your ad, we calculate a Quality Score. To calculate this Quality Score, we look at a number of different things related to your account. By improving the following factors, you can help improve your Quality Score:

  • Your keyword's expected click-through rate (CTR): The expected CTR is based in part on the keyword's past CTR, or how often that keyword led to clicks on your ad
  • Your Display URL's past CTR: How often you received clicks with your Display URL
  • Your account history: The overall CTR of all the ads and keywords in your account
  • The quality of your landing page: How relevant, transparent and easy-to-navigate your page is
  • Your keyword/ad relevance: How relevant your keyword is to your ads
  • Your keyword/search relevance: How relevant your keyword is to what a customer searches for
  • Geographic performance: How successful your account has been in the regions that you're targeting
  • Your ad's performance on a site: How well your ad's been doing on this and similar sites (if you're targeting the Display Network)
  • Your targeted devices: How well your ads have been performing on different types of devices, such as desktops/laptops, mobile devices and tablets – you get different Quality Scores for different types of devices

How Quality Score affects you

Quality Score is used in several different ways, and can affect the following things in your account:

  • Ad auction eligibility: Higher Quality Scores make it easier and cheaper for a keyword to enter the ad auction.
  • Your keyword's actual cost-per-click (CPC): Higher Quality Scores lead to lower CPCs. That means you pay less per click when your keyword has a higher Quality Score.
  • Your keyword's first page bid estimate: Higher Quality Scores lead to lower first page bid estimates. That means that it's easier for your ad to show on the first page of search results when your keyword has a higher Quality Score.
  • Your keyword's top of page bid estimate: Higher Quality Scores lead to lower top of page bid estimates. That means that it's easier for your ad to show towards the top of the page when your keyword has a higher Quality Score.
  • Ad position: Higher Quality Scores lead to higher ad positions. That means that your ad can show up higher on the page when your keyword has a higher Quality Score.
  • Eligibility for ad extensions and other ad formats: Some ad formats require a minimum Quality Score in order to show. In addition, your Ad Rank determines whether or not your ad is eligible to be displayed with ad extensions and other ad formats, such as sitelinks. Because Ad Rank is a function of your Quality Score, a higher Quality Score can increase the likelihood that your ad is displayed with extensions and other formats.

In a nutshell, higher Quality Scores typically lead to lower costs and better ad positions. The AdWords system works best for everybody – advertisers, customers, publishers and Google – when the ads that we show are relevant, closely matching what customers are looking for. Relevant ads tend to earn more clicks, appear in a higher position and bring you the most success.

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