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Google Ads Keyword Quality Score – What is it and how can you improve it?

You may have never heard of quality score before, but it could be the most important part of your Google Ads campaign to get right.

There are many elements of a Google Ads campaign that can affect the success and cost of your campaign and your keyword quality score is most definitely one of them.

So, what is your Keyword Quality Score?

Once you have set a campaign live, Google will be learning and collecting data about the performance of this campaign and each of your keywords. As soon as Google has collected enough data, your keywords will each receive a quality score – the best being 10 and 1 being the worst.

You’re scored on three aspects of your campaign:

  • Expected Click Through Rate.
  • Ad Relevance.
  • Landing Page Experience.

You will be scored individually on all three of these sections as well as receiving an overall score. This score relates closely to user experience, so the experience they have with your ad and then on your landing page.

Here are some of the factors that can impact your quality score:

  • The click through rate of your ads.
  • The relevance of the content on your landing pages to the keyword in question.
  • The usability of your landing page e.g page speed, mobile friendliness.
  • The relevance of your ad text to the keyword in question.
  • Your historical account performance through previous campaigns.

What Does Your Quality Score Impact?

Keyword Quality Score has a huge impact on the success of your campaign and making small changes to improve your quality score can turn a failing campaign into a thriving one.

Your quality score can affect most areas of your campaign but the most noticeable impacts it has? A higher quality score will decrease your cost per conversion and cost per click.

It will also benefit your average ad position and click through rate in turn, but when we’re talking about a successful Google Ads campaign, the big thing is conversions and how much you’re paying for a conversion.

How to Improve Quality Score

Improving your keyword quality score should be an ongoing part of your management for any Google Ads campaign.  There is always room to improve your campaign and optimise your ads.

Here are just a few ways you can improve yours: 

  • Make your ad groups more specific – organising your keywords into smaller, more targeted groups will benefit you when creating your ads to ensure they’re relevant to your keywords. We recommend including no more than 3 keywords in each of your ad groups to make sure you’re getting the most out of your campaign.
  • Optimise your ad text – the more relevant your ad text is to your keywords, the better. Remember these keywords are people’s search terms, so by optimising them you’re making them more relevant for the searcher. This means a better click through rate and it ensures that you’re meeting the searchers requirements with your ads.
  • Optimise landing page copy – Ensure the copy on your landing page is relevant to the keywords. This means you will want multiple landing pages for each Google Ads campaign to ensure they’re as relevant as possible – ideally one landing page per ad group. Optimise your meta titles, H1 tags and content to truly optimise your page.
  • Page speed – Page speed is playing an increasingly large part in quality score and it’s easy to see why. Are you going to wait for a slow page to load? We didn’t think so. This is something that Google is putting huge weight on at the moment, to find out more about this, read our Google Ads page speed post.

Improving your ads using these tips can help your narrow your campaigns to the right audience using the right keyword and increase your overall Quality Score.

Ensure that your campaign is focusing on quality score from now on and you will see the results in return.

If you would our expert advice on your existing ad campaign, or you want to find out how a Google Ads campaign can get your business results, get in touch with one of our professionals today.

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Heather Hirst
Currently undertaking a Communications degree at Bournemouth University, Heather is the Digital Marketing Intern at WNW Digital. She is part of the digital marketing team and here to gain industry experience and develop her skills in all elements of WNW’s expertise. You can contact her at

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