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Module 1: Understanding the value of online advertising

1.4 The quality of your ads


As you read through this section, think about how you'd approach the following:

Fiona wants the landing page for all of her ads to go to the homepage of Fine Furniture's website. The homepage, however, isn't very customer-friendly - it's not clear how to navigate the site, there are too many images and some of the sales announcements are outdated. Additionally, the homepage isn't relevant to all of the ads that Antoine is planning to have the agency's creative director design.

What might you tell Fiona about the importance of the landing page experience?

Understanding Quality Score and Ad Rank

Higher quality ads can lead to lower prices and better ad positions.

To give you a better understanding of how ad quality works on AdWords, we'll go over Quality Score and Ad Rank. The Quality Score reported in your account is an estimate of the quality of your ads and landing pages triggered by that keyword in auctions throughout the day. Ad Rank determines the order in which your ad is shown on the page (also known as ad position).

Elements of Ad Rank

The components of Quality Score are expected click-through rate (CTR), ad relevance and landing page experience. Each keyword gets a Quality Score on a scale from 1 to 10, with 1 being the lowest score and 10 being the highest.

Why does your ad quality matter? The more relevant your ads and landing pages are to the user, the more likely it is that you'll have a higher Quality Score and benefit from having higher quality components of your Ad Rank, such as a higher ad position or lower cost per click (CPC).

Bear in mind that Quality Score is intended to give you a general sense of the quality of your ads, but doesn't take into account any auction-time factors, such as someone's actual search terms, type of device, language preference, location or the time of day.

Ad Rank, however, does take into account auction-time factors and determines where your ad appears on the page or whether it appears at all. Every time one of your ads competes in the auction, AdWords calculates your Ad Rank using your bid amount, the components of Quality Score (expected CTR, ad relevance and landing page experience) and the expected impact of extensions and other ad formats.

Does this mean that a higher bid can always lead to a higher ad position? No. Even if your competition has higher bids than yours, you can still win a higher ad position at a lower price by using highly relevant keywords and ads.

Additional study materials

Find out more about Quality Score and Ad Rank.

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