How Quality Score Affects Paid Search Campaigns?

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1. What is quality score?

Quality Score is Google’s rating of the quality and relevance of both your keywords and PPC ads. It is used to determine your cost per click (CPC) and multiplied by your maximum bid to determine your ad rank in the ad auction process.

Ad Rank = CPC Bid x Quality Score


adwords quality score


3. How quality scores affect campaigns?

  • Actual Cost Per Click: Higher Quality Score = Lower CPC
  • Ad Position: Higher Quality Score = Higher Ad Positions
  • Keyword’s ad position bid estimates: Higher Quality Score = Lower  first page bid estimates, top of page bid estimates & first position bid estimates
  • Extensions eligibility: Higher Quality Score = Increased chances of ad being displayed with site-links and other extensions.

4. How to increase Quality Score?

  • Keyword Research: Use top performing, highly relevant keywords
  • Keyword Organisation: Organised keyword groups
  • Refining Ad Text: Targeted & effective ads for individual ad groups
  • Landing Page Optimisation: Create pages that directly connect with ad groups and keywords.
  • Adding Negative Keywords: Exclude irrelevant search terms
  • Check destination URLs
  • Use DKI ads and BMM keywords to boost CTR.

5. Quality Score Misconceptions?

  • Changing Match Types Alters QS: Keyword’s match type does not alter keyword level QS.
  • QS Suffers when ads or keywords are paused: Pausing doesn’t affect QS.
  • Higher  Positions Benefit QS: QS is adjusted to compensate for ad position differences.
  • Deleting or Restructuring Low QS Elements Erases Their History: Irrespective of any changes done, the historical performance of the elements will still affect account history.

NOTE– “Quality Score For Mobile is calculated the same way for all device platforms, but for mobile ads, the system takes the distance between the user and business location into consideration, by using device location and location extensions data.”

The author of this post works with Digitech Control Pvt Ltd. The post will appear as written by Digitechcontrol.

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