Quality Score is Google's 1-10 rating of how relevant your keywords, ads and landing pages are - and a higher score means better ad positions at a lower cost per click. It's how a well-run small account outranks careless big spenders.
The Three Components
- Expected CTR: how likely people are to click your ad.
- Ad relevance: how closely your ad matches the search.
- Landing page experience: how relevant, fast and useful your page is.
How to Improve It
Tighten your themes. Small ad groups of closely related keywords, with ad copy that mirrors the search, pointing to a landing page about exactly that topic. Add negatives to cut irrelevant matches, and make the landing page fast and mobile-friendly.
Why It Saves Real Money
Google effectively discounts relevant ads. Moving key terms from a score of 4 to 8 can cut your cost per click dramatically while improving position - the cheapest optimisation in paid search.
More in our complete Google Ads guide.
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