Quality Score

After learning how to make an Ad. We learned about Ads & Extensions. So, now it’s important for us to learn about something called “Quality Score”.

Quality Score can seem like a bit of a mystery to new search advertisers.

The promise of search advertising is that ads will be shown for selected keywords, so long as the advertiser is willing to pay for the resulting clicks.

But with thousands of advertisers vying for top rankings on the same keywords, there’s clearly more to it.

That’s where Quality Score comes into play.

What is Quality Score?

Quality Score is Google’s measure of how relevant a keyword is. As soon as Google has enough data, keywords in an advertiser’s account are assigned a score between 1 and 10, with 10 being the best.

This number is a representation of the aggregate relevance of the keyword across the many auctions in which it participates. It is meant to guide advertisers but it is not used to rank ads.

Why Google Uses Quality Score:

All of that sounds complicated, so why does Google have a Quality Score?

They use it to help show more relevant ads to users every time a search happens.

Google depends on revenue from advertising so they have a big incentive to make sure users find the ads interesting and click on them.

If they allowed low-quality ads to take up space that could be filled with more relevant ones, they’d make less money in the short term and risk alienating users in the long term.

While it can sometimes be a struggle to improve Quality Score, it is useful for advertisers too because they like getting the type of high-quality leads that are possible with Google Ads.

How Quality Score Is Calculated?

Quality Score is a score given by Google.

Quality Score = CTR+Ad Relevancy + LandingPageExperience.

CTR= Click-Through Rate; CPC=Cost per Click.

CTR = No.of clicks/ no. of impressions *100.

What is Ad Rank?

Ad Rank is the position of your ad. It depends on the Quality Score, which we are going to learn about it today!

Why is Quality Score Important?

If you have a good quality score, your CPC comes down.

How does it work?

Good CPC=>Good Ad rank=>Good Clicks=>Good CTR=>Good Quality Score=>Your CPC comes down.

If you have a good CPC, you will have a good Ad rank and if you have a Good Ad rank you will get good clicks, then you’ll get good CTR & finally you’ll get good Quality Score which reduces your CPC.

How to Improve Quality Score

You can improve the Quality Score by improving the relevance of your keywords, ads, and landing pages.

To focus your efforts, start by looking at the relative score of the three subcomponents of quality score:

  • Expected click-through rate
  • Ad relevance
  • Landing page experience

Things to do to get Good Quality Score:

Ad Relevancy: Always use a Phrase match & Exact match. Give proper Keywords, Create a Proper Ad., Relevant Keywords make it in one Adgroup, Make many ad groups & Divide those Ad groups based on keywords.

CPC x Quality Score = Adrank Score.

Ad rank score
Ad rank score

What is the Actual CPC?

Actual CPC is the amount deducted by Google per click.

Generally, the formula of CPC is

Amount deducted per click = Competitor CPC + 0.05$.

How does Google calculate actual CPC?

Competitor Adrank Score /Your Quality score +0.01$.

Actual CPC.
Actual CPC.

Quality score = CTR + Ad Relevance + Landing page Experience.

Ad Rank: CPC x Quality score = Ad rank Score.Actual CPC: Competitor Ad rank score /your Quality score +0.01$.

The Actual CPC will be shown on Google as numbers. Ad Rank will be shown on Google. The Quality score will be shown on Tool.


Quality scores are critical to success on AdWords. They can both raise your rankings and reduce your costs. Magic!

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