Quality Score
The Quality Score shows how Google rates the ad quality that plays a crucial role in the auction system of Google Ads. It has been part of Google Ads since 2005. But what is it used for?
To this day, Google has not published all the components used to calculate the KPI. It is known that it consists of three different components: Ad Relevance, Expected Click-Through Rate, and Landing Page Experience.
Based on the metrics, Google can assess whether the ad texts have been written to a high quality, whether the selected keywords can potentially generate a high click-through rate, and whether the landing page has been designed to be user-friendly. Each of the three components is rated “Above average”, “Average” or “Below average”. This results in the Quality Score on a scale of 1 to 10 (1 being the worst, 10 being the best). It is a diagnostic value and is not a direct input in the ad auction. Instead, the Ad Rank is determined by your bid, the quality of your ads and landing page (expected click-through rate, ad relevance, landing page experience), the Ad Rank thresholds, the competitiveness of the auction, the context of the search and the expected impact of assets.
Why is the Quality Score important and how can I optimise it?
Google Ads uses an auction system in which all advertisers who bid on the same keyword participate. However, it is not the competitor who places the highest bid that wins, but the advertiser with the highest Ad Rank. This gives everyone the opportunity to achieve a higher ad position than their competitor, even with a lower bid.
Therefore, it is important to continuously develop the campaign structure to address the target audience as accurately as possible. Additionally, ad texts and the landing pages should be regularly revised. If the three factors are continuously improved and thus the Quality Score is increased, advertisers can reduce their CPC in the medium term.
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