Google Ads Quality Score is a diagnostic tool meant to give you a sense of how well your ad quality compares to other competitors and advertisers. It is measured between 1 and 10, 1 being the lowest possible score, and the Quality Score is only measured at the keyword level.
A higher Quality Score means that your advertisements and landing pages are more useful and relevant to a customer searching for your specific keywords, compared to other competitors.
Remember: Your Google Ads Quality Score isn’t a KPI (Key Performance Indicator) and shouldn’t be optimised with the rest of your data. Also, your Quality Score isn’t input in the ad auction, it’s simply a diagnostic tool to identify how ads shown for certain keywords affect the user experience.
How is Quality Score calculated?
Expected click-through rate (CTR) – The likelihood that your ad will be clicked when shown to the audience.
Ad relevance – How relevant is the ad to your audience and does it match the intent behind the user’s search?
Landing page experience – How useful is your landing page when people click on your ad? Make sure landing page speed is fast for your users and that the overall layout isn’t confusing.
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