Various aspects are commonly associated with the term quality score. In Google Ads quality score, it is understood as an actual value at the keyword level as well as a promise of a component within the ad auction. Within the ad auction, a good quality score is seen as a means for lower click prices and better ad positions and thus offers a competitive chance.
We deal exclusively with the quality score as it can be displayed in the Google Ads quality interface, the value at the keyword level. It can be shown in the column selection of the keyword level and then returns a value between 1 and 10 for each keyword with a sufficient information.
Why Are We Interested In The Quality Score?
The quality score at keyword level estimates the quality of the keyword, ad and landing page and thus provides an indication of the account. This estimate is intended to enable advertisers to identify vulnerabilities.
The Following Components Have A Concrete Influence On The Quality Score
The ad relevance shows how pronounced the connection is between the user’s search query and the ad. The expected CTR shows how likely it is that users will click the ad. The user experience with the landing page shows how well users can find their way around the stored URL. The rule for this are transparency, user-friendliness and relevance.
These can be displayed using the columns at keyword level. Here, however, there is no numerical scale, but data in the forms below and above average. For each ad auction, the expected CTR, the user experience with the landing page and the ad relevance to the requested keyword are determined anew. The progress values that can be viewed in the account can provide data about where there is potential for improvement. However, they have no influence on the respective scores.
Update The User Experience With The Landing Page
Unfortunately, the chances are often limited at this point. Apart from details, it is essential to ensure that suitable landing pages are stored that match the ad and thus also the search query. It would be extremely frustrating for the user if he had to search for the desired product on the landing page, which was already shown in the ad.
The URL must also match the ad. If a download is requested in the advertisement, it should be possible to download it from the landing page. So that the user don’t feel lost after the click, it also makes sense to pick up the tone of the landing page in the ad. This point plays a role in the design of the ads.
If you are interested in testing the optimization of your ads on the search results page, since the position has been removed, you can use the columns to get data about where your own ads can be seen. It is also always interesting to see how your own ads are performing against the competition. Competitive measures such as the % of possible impressions in the search help. These key figures should always play a role for bidding, as they show how well or how badly individual keywords are already doing.