What is Google Ads Quality Score

Torkel Öhman - Sept. 3, 2020

And why should I care? Quality Score is Google’s way to determine how relevant your Ads are – and the more relevant your Ads are, the lower your cost-per-click will be (which should lead to a better return on your investment).

The scale goes from 1-10 where 10 is the best possible score and 1 is the worst. Your score will transform into a multiple for your bids.

So basically, you get a discount if your Ads are relevant and you get an addition if they are irrelevant.

This have a huge impact on how well your Search Ads are performing, let’s take an example.

If you have the keyword “SEM” where you have a Quality Score of 1, and your competition have the same keyword but with a Quality Score of 10 your CPC needs to be more than 10 times as high to rank above them.

Estimated impact based on $1 CPC

Quality ScoreMultiple $1-CPC

Your Quality Score is based on three factors

  • Expected clickthrough rate
  • Ad relevance
  • Landing page experience

A low QS on a lot of keywords is not necessarily a bad thing, some words might be worth to bid on even with a low QS – and if you want to analyse your account you should do an analysis of the QS on the words you have clicks on.

A big database of keywords also equals a lot of data to learn from, if your QS is low you have room to improve, and to get even more out of your search engine marketing.

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