Using Quality Score to improve your performance

Quality Score gives you an idea of how your ad compares to other ads, on a scale of 1 to 10.

Here are 5 ways to use Quality Score to improve ad performance:

1. Review your Quality Score components: Quality Score is calculated based on:
   • Expected clickthrough rate: The likelihood that your ad will be clicked when shown
   • Ad relevance: How closely your ad matches a user's search intent
   • Landing page experience: How relevant and useful your landing page is

   Each component is evaluated as “Above average”, “Average”, or “Below average”.

2. Make ads more relevant to keywords: If your Ad relevance is “Below Average” or “Average”, try the following:
   • Match the language of your ad text more directly to user search terms.
   • Split ad groups with different keywords into multiple ad groups that better match the user’s searches.
   • Use themes to group your keywords.
3. Improve your clickthrough rate (CTR): To improve your CTR, you can:
   • Edit your ad text to make your offer more compelling.
   • Match the details in your ad with the intent of your keywords.
4. Consider updating your landing page: If your landing page experience is not “Above average”, try to:
   • Make sure your landing page matches the users’ expectations.
   • Keep messaging consistent from ad to landing page.
5. Use Quality Score with other metrics: Examine other metrics like clickthrough rate, conversion rate, and site engagement to identify other areas to improve.

How to view your Quality Score

1. In your Google Ads account, click the Campaigns icon .
2. Click the Campaigns drop down in the section menu and click Campaigns.
3. From the Views bar at the top, select the campaign type you want to view in your reports.
4. In the performance table, click the columns icon and click Modify Columns.
5. Click the dropdown for Attributes.
6. Select the box for Quality Score.
7. Click Apply.