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How Well Does Google Rate Your Adwords Campaign?

If you’ve dived into Adwords without doing reading beforehand, you may not be aware that Google assigns Quality Score ratings to your keywords, based on a load of factors in your campaign. It’s something worth knowing about, because a higher Quality Score means you get to pay less per click – essentially Google offers rewards in exchange for you crafting a better campaign.

In order to work on your QS, first of all you need to be able to see it. In the Keywords tab you can hover over the little speech bubble to the right of the keyword to view the QS, it’s given as a score out of ten. You can also enable the ‘Quality Score’ column within the ‘Performance’ menu in the Columns section.

After you’ve found your Quality Score, you’ll need to start working on it. To get your Quality Score up to an 8, 9 or 10 you’ll need to look at the following:

Naming & Structure – The more organised, relevant and similar your campaign names, ad group names, keywords and ad text are, the better.

Landing Pages – The more relevant your landing page is to the keywords that lead to it, the better.

Success – The more clicks your ads gets, the higher the Quality Score, so start off with the best ads you can imagine, to really pull in clicks, and ensure you’re only bidding on terms that will catch the eye of potential customers. Don’t go for terms that are too competitive, as you’ll appear at the bottom of the page and never get clicks.

Keep checking your Quality Score and get that has high as possible (a ten is entirely possible) before running your campaign – give yourself the best start you can!

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Camilla Todd
Camilla Todd is Head of Digital Marketing at WNW Digital and manages Search Engine Optimisation, PPC, Social Media campaigns and Brand Awareness for WNW Digital SEO clients. You can follow her on Twitter @camilla_wnw, email her at or phone on 01392 349580

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