Fix low Quality Score in Google Ads accounts

 This article applies only to Google Ads accounts in the new Search Ads 360.

Your Google Ads keywords might have a low Quality Score even if they're relevant and have a good click-through rate (CTR). This article explains several common reasons behind a low Quality Score.

Finding the cause of low Quality Score can help you improve it.

Before you begin

Keep in mind that your Google Ads Quality Score is determined by three factors:

Landing page quality issues

In some cases, a low Quality Score may be caused by the quality of the landing page experience.

Check for any changes to your landing page experience.

How to check

  1. Sign in to your new Search Ads 360.
  2. From the page menu on the left, click Keywords.
  3. Click the columns icon A picture of the Google Ads columns icon above the table.
  4. Click Quality Score to expand the section.
  5. Check the box for "Landing page exp. (hist.)" and click Apply.
  6. To see changes to your landing page quality over time, click the date range in the top right corner.
  7. Toggle the Compare option to "On" and select the date range when your Quality Score decreased.
  8. Click Apply.
  9. Go to your "Landing page exp. (hist)." column and click < >. Look at the two dates ranges to see where "Landing page exp. (hist)." might have decreased.
  10. To see what might have caused this change, look at the "Final URL" to see the landing page that might be causing the issue.
  11. Confirm on your site if anything was updated on the landing page.

Learn how to improve your landing page experience.

Not enough clicks or impressions

Performance history can affect your Quality Score. If keywords don't have a large number of clicks or impressions, Google Ads will use other factors to generate a Quality Score.

Check the number of impressions that your keywords have received. If impressions are under 10,000, this may cause a low Quality Score.

How to check

  1. Sign in to your new Search Ads 360.
  2. From the page menu on the left, click Keywords.
  3. In the "Impr." column, look for keywords with impressions under 10,000. The Quality Score for these keywords may be low due to the number of impressions.

Learn more about impressions on Google Ads.

Only traffic on Google.com counts toward Quality Score. If the majority of traffic occurred on search partners, this traffic won't be used for Quality Score.

Ad was removed or edited

When you remove or edit an ad, its Quality Score is lost. If you change the creatives in an ad group, the Quality Score may change to reflect the quality of the new ads.

Check your change history to see if any changes were made to your ads.

How to check

  1. Sign in to your new Search Ads 360.
  2. From the page menu on the left, click Keywords.
  3. In the "Ad group" column, click the name of the ad group that contains keywords with a low Quality Score.
  4. Click Change history in the page menu on the left.
  5. See if any changes were made to your ad creatives.

Learn how to improve the quality of your ad.

Be careful when deleting high quality creatives. If you'd like to add new creatives or change existing high quality creatives, you may want to pause them instead of deleting or editing. You can then add the new creatives and allow them to run.

Decrease in ad position

If your ad no longer appears in the top position of search results, it's less likely to get as many clicks. This can lower your click-through rate (CTR), which may cause your Quality Score to drop.

Check for any changes to your average position (Avg. pos.).

How to check

  1. Sign in to your new Search Ads 360.
  2. From the page menu on the left, click Keywords.
  3. Click the columns icon A picture of the Google Ads columns icon above the table.
  4. Click Competitive metrics to expand the section and select the checkbox for "Avg. pos."
  5. Click Apply.
  6. Look for any changes in your average position (Avg. pos.) over time.

Learn more about your ad position.

Keep in mind that CTR for branded keywords is likely to be higher because searchers are more likely to be looking for a header with your brand name.

Low CTR for recent traffic

Your keyword might have a high CTR over time, but a recent drop in CTR can still lower your Quality Score.

Check for any changes to your CTR over the last seven to 14 days.

How to check

  1. Sign in to your new Search Ads 360.
  2. From the page menu on the left, click Keywords.
  3. Click the columns icon A picture of the Google Ads columns icon above the table.
  4. Click Performance to expand the section and select the checkbox for "CTR".
  5. Click Apply.
  6. Change the date range to Last 7 days or Last 14 days and see if there were any recent changes in your CTR.

Learn more about Clickthrough rate (CTR).

Related links

Was this helpful?

How can we improve it?

Need more help?

Try these next steps:

Search
Clear search
Close search
Google apps
Main menu