What Quality Score Really Measures
Quality Score is Google’s rating of the overall quality and relevance of your keywords, ads, and landing pages. It directly impacts your cost per click and ad position. A high Quality Score means you pay less for better placements — it is the closest thing to a cheat code in paid search.
The Three Pillars
Quality Score is built on expected click-through rate, ad relevance, and landing page experience. Each component can be rated below average, average, or above average. Improving any single pillar can dramatically reduce your costs.
Improving Expected CTR
Write compelling ad copy that matches search intent. Use dynamic keyword insertion where appropriate, include strong calls-to-action, and leverage all available ad extensions to increase your ad real estate.
The Landing Page Factor
Your landing page must deliver on the promise of your ad. Ensure fast load times, mobile responsiveness, relevant content that matches the search query, and clear navigation. Google evaluates the post-click experience as part of your score.
