Quality scores have an enormous influence on your ads cost and effectiveness of your paid search campaigns. Quality score is how google assesses the quality and relevance of your keywords. Are you curious how quality score is calculated? This article will give you all the information you need.

Read also: What Are the Tips to Do PPC Keyword Research in 2021?

What Is Google Ads Quality Score?

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You might be wondering what is a good Quality Score but before we go directly about the quality ads score, you have to know what is Quality Score in Google Ads. Quality score is a form of measurement used by Google Ads to inform how well your ads perform. Google will rate the relevancy of your both keyword and PPC ads by using Quality Score Google Ads formula.

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Quality score is used to determine your cost per click (CPC) and multiplied by your maximum bid to determine your ad rank in the ad auction process. There are several factors which will affect your quality score such as:

  • Your click through rate (CTR).
  • The relevance of each keyword to its ad group.
  • Landing page quality and relevance.
  • The relevance of your ad text.
  • Your historical Google Ads account performance.

Read also: 100% Work! Easy Guides on How to Improve Quality Score

Your ads campaign will be graded from 1 to 10 by Google. There are 3 main areas you need to pay attention to because they will really affect your quality score. These main areas are keywords, ads and landing pages. If you have the relevant keywords, ads and also a great landing page.

You will get a good quality score which makes Google reward you with higher ad rankings and lower costs.

That’s why improving your quality score is a must. So How to improve Quality Score Google Ads? Here are the tips how to improve Quality Score.

Keyword Research 

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Discover and create new and relevant keywords to add to your campaigns including long tail opportunities that can contribute to the bulk of your overall landing page traffic.

Keyword Organization

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Pay attention to your keyword because keywords also play an important role to improve your quality score. You can split your keywords into several parts and organize the text ads groups. This can be more effectively tied to the ad campaigns. 

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Refining Ad Text

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Renew and improve your automated text ads. Then test out PPC ad copy to target your individual ad groups. This is more effective  to improve your quality ads score. The more effective and relevant your ads are, the higher CTR you will get.

Optimizing Landing Pages

The other key that you need to pay attention to is your landing page optimization. You can try to search and follow the landing page practices ideas to create pages which connect directly with your ad groups and will provide you with a cohesive experience for visitors. 

Adding Negative Keywords

Don’t ever add negative keywords to your ads because it will make you get a low quality score on Google Ads. Try to keep research, identify and exclude irrelevant keywords from your ad which is wasting your budget.

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Difference Between Quality Score & Ad Rank

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People usually think that Quality Score is the same with Ad Rank but actually both of them are different. People think Quality Score is the same with Ad Rank because  it is Google’s way to evaluate your campaigns. Even though they look the same, they are totally different. So what is the difference between Quality Score & Ad Rank?

Quality Score is the tool that is given by Google to advertisers to improve their campaigns. When your keywords, ads and landing pages are evaluated, your quality score will inform the advertiser how to adjust their campaign accordingly.

While ad rank is Google’s way to take more campaign information to your account to help you determine where your ad will show up on search engine results pages (SERP). When Google determines your ad ranks, it will be different from when determining the quality score. It doesn’t take into account keyword, ad and landing page experience like quality score. 

Your Ad rank will be calculated by using your bid amount, your auction time ad quality and also include expected click through rate, ad relevance and landing page experience. Ad rank does not directly take quality scores into account. Just because you have a higher quality score doesn’t mean that your campaign will have higher ad rank but you still need to avoid the low Quality Score – Google Ads.

How Is Quality Score Calculated?

How to check Quality Score in Google Ads. To get a great quality score, you have to complete three main factors. Here are three main factors on how to calculate Quality score in Excel.

Ad Relevance 

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Google measures how relevant your keyword and ads are. Google will see the match of your ads and keywords. 

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Expected Click Through Rate (CTR)

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Click Through Rate (CTR) is used to estimate the rate of your ads click. This Expected Click Through Rate (CTR) is calculated by looking at the past CTR performance of ads.

Landing Page Experience

Landing Page Experience refers to how relevant and useful your landing page is. You need to consider the bounce rate and site speed here because if your bounce rate is high, your quality score will suffer.


Your Google Ads Quality Score is a measurement of your ads quality, relevance and performance in your pay per click (PPC) advertising campaigns. Your google quality score is going to affect the position of your ads and your cost per action.  Beside that, quality score has a big impact on your PPC success and profitability. 

To achieve a good quality score, you need to organize the keyword from the small to complete related keyword groups. When you organize your account structure, it will make it easier to create specific ads and landing pages targeted to your intended audience.

And also don’t forget to create relevant ads. The more relevant your ads and the keywords are, the more chances you have to get the higher click to rate (CTR). This CTR is the fastest way to get a higher quality score and lower cost per click.

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