If you’re trying to master PPC, especially Google Ads, you need a solid understanding of PPC Quality Score. That’s because your Quality Scores have enormous influence over the cost and effectiveness of your paid search campaigns. 

Just as your credit score can affect whether or not you qualify for a loan and how high your interest rate is, Google Quality Score affects how your PPC ads perform and how much you pay for each click.

A Quality Score is a component of Google that affects a company’s Pay-Per-Click campaign rates and overall success. The higher the Quality Score, the less a company has to pay Google to run its PPC campaigns. How to check a quality score? You can use the Google Quality Score checker.

Many people ask how to calculate Quality Score in Excel. There are several factors that affect Quality Score, including landing page experience and ad relevance. This article will discuss what is quality score and what are the benefits of improving Quality Score.

Read also: What is Google Ads and the Reason Why You Should Use It

What is Quality Score?

What is a good Quality Score? Quality Score is an algorithmic variable in Google and other PPC ad platforms that impacts the rank and cost per click (CPC) of online advertisements. Ecommerce stores carefully monitor Quality Score to ensure their advertisements receive more clicks, higher placement, and ultimately generate more revenue.

By analyzing thousands of PPC accounts, we know that Quality Score has a direct correlation on your success in Google Ads and Microsoft Ads. 

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By optimizing your Quality Scores, you’ll be setting yourself up for higher return on investment (ROI) and manage campaigns easily. That’s because higher Quality Scores correlate with lower cost per conversion! Cost per conversion is different from cost per click. 

Read also: 11 Important Things on How to Manage PPC Campaigns

It’s not how much you pay for each click, but how much you pay when someone takes the action you want them to take, whether that’s signing up for a free trial or making a product purchase. Since not every click results in a conversion, cost per conversion is generally higher than cost per click.

What is the Quality Score Google Ads formula? There are three components to Quality Score which is only assigned at the keyword level.

Ad relevance

So, Google will be looking for your keywords in your ad copy. This is usually considered the easiest “first step” to improving your Quality Score because you can control your copy.

Expected click-through rate (ECTR)

Google’s determination of how likely your ad will be clicked on based on things like the query’s intent matching to your ad and your historical CTR data. You would consider this the toughest part of Quality Score to improve on since it’s up to Google’s prediction of your likelihood of pulling in a click, so there’s not much you can do to control this.

Landing page experience

Google will be grading you on portions like page speed load, keywords on the page, relevance, and more. Depending on your resources, this could be considered easy to improve as well since you can hop in your own site to make tweaks to the copy.

How to Improve Quality Score?

How to improve quality score? The following are a few important tips to keep in mind when working to improve your Quality Score:

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Increase Your Expected Click-through Rate

Because expected click-through rate is one way that Google calculates Quality Scores, focusing on this factor may help you increase your Quality Score. 

To improve your expected click-through rate, consider how relevant your keywords are in relation to what you’re advertising. If you feel your keywords are relevant but you still have a low rate, consider creating a more compelling ad by emphasizing the relevance of the specific keyword.

Organize Your Keywords

To ensure your keywords are as relevant and effective as possible, organize your keywords into specific groups that can be directly linked to individual ad campaigns.

Improve Your Landing Page Experience

Landing page experience is another key factor in how Google calculates Quality Scores, so focusing on this aspect is an important component to improve your Score. 

To increase the effectiveness of your landing page experience, ensure that your landing page is clearly relevant to what the user searched for and give users what your ad said it would. You can also optimize your landing page to work well on both computers and mobile phones and ensure the page loads quickly.

Create More Effective Ads

Creating ads that are more targeted to your specific target audience can increase the click-through rates and ultimately support a higher Quality Score. 

Consider running advertising or marketing tests such as A/B testing or multivariate testing to see which ad variables work best for your ideal audience.

Benefits of Improving Quality Score

Quality Score is important for any company or domain that wants to use pay-per-click ads on Google. The primary reason why Quality Score matters to advertisers is that it directly impacts how much they pay for cost-per-clicks. The higher an advertiser’s Quality Score, the less they will likely have to pay for CPC.

Other reasons why Quality Score is important include that it:

Affects Which Ads are Eligible to Enter Into an Ad Auction

Ads shown on Google are done so through the process of an auction. Google typically does not want to show ads that aren’t relevant to a user, so if an ad isn’t relevant then it may not be considered during the ad auction without having to pay an excess amount of money. 

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Ad relevance directly impacts Quality Score, so the higher the Quality Score, the more relevant a domain’s ads are in the eyes of Google.

Impacts Where Your Ad Will be Ranked

Quality Scores also have a direct impact on how an ad ranks. A higher Quality Score typically results in a higher ad rank that typically gets more clicks than ads that are ranked lower.

Determines How Much an Advertiser Has to Pay for CPC

Advertisers with higher Quality Score formula typically pay less to maintain their ad ranking position over the next ad in the ad auction. A lower Quality Score often means that the advertiser has to pay more to maintain their ad’s positioning or to rank at all.


How to check Quality Score in Google Ads? Along with the bid, Quality Score is a major part of how Google decides which ads to show and how to rank them. A good QS can be just as beneficial as a high bid.

Ads with lower bids can beat those of higher-paying competitors by having better relevance. This makes PPC very appealing because it’s not just the advertiser with the deepest pockets who always wins

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