What is Quality Score (QS)?
Each eligible keyword in Google Ads is assigned a Quality Score from 1-10 based on the expected click-through rate (normalized for the ad position), ad relevance including any extensions, and the landing page experience. The account holders can access the QS and notice that it impacts their ad rank and actual CPC during Google’s auction. Though the exact formula is not disclosed, it is known that maintaining a high QS assists in garnering the top ad positions for lower bids. Advertisers are able to review their QS and make adjustments that lead to enhancements in CTR, relevance, and page experience, pinpointing the areas that need to be addressed. Optimization of the QS consistently allows advertisers to spend less and improve the campaign performance.
Some examples of optimizing Quality Score are improving mobile usability, landing page load times, and speeding up the use of site link or callout extensions to augment ad relevance.
Related terms: expected CTR, ad relevance, landing page experience, Quality Index