Quality Score

Quality Score is a diagnostic: it tells you how your ads and pages compare with others on the same keyword. Its three parts feed Ad Rank, so improving them can lower what each click costs.

An account average means little, because brand keywords score high by nature and generic ones lower. Read it on the non-brand keywords that spend.

1. Open Keywords and add the Quality Score column.
2. Add Exp. CTR, Ad relevance and Landing page exp. to see the three parts.
3. Sort by cost to focus on the keywords that matter.
4. Separate brand keywords before reading any average.

A generic keyword scores 3, with ad relevance below average. Moving it to an ad group whose ads mention it, and sending it to a matching page, lifts it to 6 and lowers its average CPC.

• Chasing an account average that mixes brand and generic.
• Worrying about low scores on keywords that spend nothing.
• Fixing the wrong part: ad changes cannot fix a slow page.

The audit checks Oppy runs on this, each with its own page.

• Quality Score on the non-brand side
• Quality Score parts below average on the keywords that spend
• Keywords Google rates well that have not spent in months

• Expected click-through rate: One of the three parts of Quality Score: how likely the ad is to be clicked when shown for the keyword, compared with other advertisers.
• Landing page experience: One of the three parts of Quality Score: how useful and relevant the landing page is to the people who click the ad.
• Ad Rank: The score Google uses to decide whether an ad shows and in what position.