5 Key Factors That Influence Google Ads Quality Score (And How to Improve Them)

1. Click-Through Rate (CTR)

The click-through rate is the most important factor influencing your Quality Score. Google considers CTR to be a strong indicator of relevance: when more people click on your ad, it signals that your ad is relevant to their search query. This results in a higher Quality Score.

How to Improve CTR

• Write compelling ad copy Focus on creating engaging headlines and descriptions that address the user's pain points and offer clear solutions.
• Use targeted keywords: Ensure that your keywords are relevant to your ad group and match the intent behind users' searches.
• Incorporate calls to action (CTAs): Phrases like "Shop Now," "Get Started," or "Learn More" guide users toward taking action.
• Utilize ad extensions: Add sitelinks, call extensions, and other ad extensions to provide additional information and improve visibility.

Regularly testing different variations of your ad copy through A/B testing can also help you refine your ads to boost CTR.

2. Ad Relevance

Ad relevance refers to how closely your ad matches the intent behind the user's search query. Google evaluates this factor by analyzing the relationship between your ad copy, keywords, and the user's search terms.

How to Improve Ad Relevance

• Group related keywords: Organize your keywords into tightly themed ad groups to ensure your ads are highly relevant to the search queries they target.
• Align ad copy with keywords: Make sure your ad text closely reflects the keywords in the ad group. Including the primary keyword in the headline and description can improve ad relevance.
• Optimize for user intent: Consider the different stages of the buyer's journey (awareness, consideration, decision) and create ads that match the user's intent at each stage.

By ensuring your ads are directly related to the search query, you can improve both your ad relevance and Quality Score.

3. Landing Page Experience

Google evaluates the landing page you send users to after they click your ad. If the landing page is slow to load, difficult to navigate, or irrelevant to the ad, it can hurt your Quality Score. A positive landing page experience is essential for maintaining a high score.

How to Improve Landing Page Experience

• Ensure page relevance: The content on your landing page should align with the promises made in your ad. If your ad promotes a specific product or service, make sure users land directly on the relevant page.
• Improve page speed: Use tools like Google PageSpeed Insights to identify and fix issues that slow down your landing page. A fast-loading page not only boosts your Quality Score but also reduces bounce rates.
• Optimize for mobile: With the increasing use of mobile devices, ensure your landing pages are responsive and provide a seamless experience across all screen sizes.
• Simplify navigation: A clear and straightforward navigation structure helps users find what they are looking for easily, reducing the chances of them leaving your site prematurely.

A well-optimized landing page enhances user experience, driving better engagement and improving your Quality Score.

4. Keyword Relevance

Keyword relevance is a key driver of Quality Score. Google looks at how well your selected keywords match the intent behind user queries. Keywords that are too broad or irrelevant can result in lower Quality Scores.

How to Improve Keyword Relevance

• Conduct thorough keyword research: Use tools like Google Keyword Planner, SEMrush, or Ahrefs to find highly relevant keywords that match user intent.
• Use long-tail keywords: These tend to be more specific and have less competition, leading to higher relevance and CTR.
• Regularly review and refine keyword lists: Continuously monitor the performance of your keywords and remove any underperforming or irrelevant ones.
• Utilize negative keywords: By adding negative keywords, you can prevent your ads from showing up in irrelevant searches, ensuring higher keyword relevance.

Aligning your keywords with user intent and search behavior can significantly improve your Quality Score.

5. Historical Performance

Google Ads also takes into account your account's historical performance when determining Quality Score. If you've consistently run well-optimized campaigns with high engagement, this can positively influence your current Quality Score.

How to Improve Historical Performance

• Maintain a consistent optimization process: Regularly monitor your campaigns to identify areas for improvement. Make adjustments to keywords, ad copy, and targeting settings based on performance data.
• Optimize for conversions: Focus on driving meaningful actions (conversions) from your ads, not just clicks. Optimizing for conversion rate can increase overall engagement and improve your account's historical performance.
• Test and iterate: Continuously A/B test different elements of your campaign, from ad copy to landing pages, to identify the best-performing combinations.

By building a history of successful campaigns, you can enjoy better Quality Scores for future ads.