About Quality Score


Quality Score is a diagnostic tool meant to give you a sense of how well your ad quality compares to other advertisers.

This score is measured on a scale from 1-10 and available at the keyword level. A higher Quality Score means that your ad and landing page are more relevant and useful to someone searching for your keyword, compared to other advertisers.

You can use the Quality Score diagnostic tool to identify where it might be beneficial to improve your ads, landing pages, or keyword selection.

Good to know about Quality Score

  • Quality Score is not a key performance indicator and should not be optimized or aggregated with the rest of your data.
  • Quality Score is not an input in the ad auction. It’s a diagnostic tool to identify how ads that show for certain keywords affect the user experience.

How it’s calculated

Quality Score is calculated based on the combined performance of 3 components:

  • Expected clickthrough rate (CTR): The likelihood that your ad will be clicked when shown.
  • Ad relevance: How closely your ad matches the intent behind a user's search.
  • Landing page experience: How relevant and useful your landing page is to people who click your ad.

Each component is evaluated with a status of “Above average,” “Average,” or “Below average.” This evaluation is based on a comparison with other advertisers whose ads showed for the exact same keyword, over the last 90 days.

A broad match keyword may have a Quality Score even though it has no impressions as long as there is a corresponding exact match keyword with impressions in the last 90 days. If there are impressions for searches that exactly match a broad match keyword through an exact match keyword in the same ad group, this will report the same Quality Score for both the keywords.

If one of these components has a status of “Average” or “Below average,” this may indicate an opportunity to make improvements. Learn more about the 5 ways to use Quality Score to improve your performance.

Keep in mind

  • Quality Score is based on historical impressions for exact searches of your keyword, therefore changing keyword match types will not impact Quality Score.
  • If you notice a “—” in the Quality Score column, it means there aren't enough searches that exactly match your keywords to determine a keyword’s Quality Score.
  • There are factors related to your ad quality that might not be captured by Quality Score. These factors include, but are not limited to:
    • Devices used in search
    • Location of user
    • Time of day
    • Assets
  • Information obtained from any of Google's various crawlersmay be used to assess ad quality, which can be reflected through Quality Score.

How to check your Quality Score

Note: The instructions below are part of the new design for the Google Ads user experience. To use the previous design, click the "Appearance" icon, and select Use previous design. If you're using the previous version of Google Ads, review the Quick reference map or use the Search bar in the top navigation panel of Google Ads to find the page you’re searching for.
  1. In your Google Ads account, click the Campaigns icon Campaigns Icon.
  2. Click the Audiences, keywords, and content drop down in the section menu.
  3. Click Search keywords.
  4. In the upper right corner of the table, click the columns icon A picture of the Google Ads columns icon .
  5. Under “Modify columns for keywords”, open the Quality Score section. To view the current Quality Score and its component statuses, choose any of the following to add to your statistics table:
    • Quality Score
    • Landing Page Exp.
    • Exp. CTR
    • Ad Relevance
  6. To view past Quality Score stats for the reporting period you’re looking at, choose any of the following metrics:
    • Quality Score (hist.)
    • Landing Page Exper. (hist.)
    • Ad Relevance (hist.)
    • Exp. CTR. (hist.)
      You can view the change in daily scores by segmenting your table by day.
  1. Click Apply.

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