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What is Quality Score?

Quality Score gives you an indication of how well your PPC advert quality compares to others, and is measured on a scale from 1 to 10, with 10 being the highest. It is determined by three factors:

1. Advert Relevance – how well your advert matches the keyword it is displayed for
2. Expected CTR – Google will estimate how likely people are to click on an advert after seeing it
3. Landing Page Experience – how well the landing page matches the keyword they are being displayed an advert for

Your Quality Score has an impact on your cost per click and your ad rank in the auction. Google/Microsoft rewards you for having higher Quality Scores, with things like lower CPCs, as it ultimately means searchers are experiencing a good customer journey and positive experience on Google/Microsoft, which means they are likely to use the search engine again.

Try to review your Quality Scores on a quarterly basis, and where necessary, focus on making improvements to the factors (adverts and landing pages) that determine the score. Also try to identify new and relevant keywords, to help improve the quality of traffic you are driving to the website.

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