What to Know About Your Google Ad’s Quality Score

January 27, 2020 David Ray

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Google’s paid advertising can get your agency to the top of search results. But, online advertising can be a beast all its own.

First you’ll spend money bidding on keywords. Bidding is the main factor in getting your ads to the top of the search results page.

But, bidding on a keyword is no guarantee you’ll rank at the top of the search results for it. That’s still only part of the equation. The second part is your ad’s quality score. You need a good bid and a high quality score to get to the top and stay there.

What is a Quality Score?

A Google ad’s quality score refers to how well your paid ad is set up. Having ads with a high quality score can help boost your campaigns. Meanwhile, a low quality score can break your campaign and the bank.

For information on how to check your ad’s quality score click here.

Why Does it Matter?

A high quality score can lead to a higher position in Google search results. And, you could reach that higher position at a lower cost.

Having a good quality score is a sure sign you have relevant ad copy, with relevant keywords, that lead to a relevant landing page. These three factors are the major components of a well-structured and effective campaign.

Improving Your Quality Score

The ad copy, your keywords, and the landing page for your ads are of great importance Google uses the quality score to ensure those who create a proper and relevant ad campaign rise to the top. And those that don’t make the effort can drop to the bottom.

Ad Copy

Having relevant and attractive ad copy seems like common sense. First, ensure your ad copy is relevant. It should match your target line of business and the action you want the person to take. If the line of business is health and the action is for them to fill out a quote form, your ad should reflect that.

You may want to write something different if the action you want them to take is to schedule a consultation. These little nuances can have a huge impact on how your ads perform and on the quality score.

You can also use other characteristics to improve your ads. Using sitelink extensions could increase the amount of conversions you get. Head on over our good buddy Google’s website for more info on ad extensions.


This is when Google Ads and search engine optimization begin to mix.

This is also the first place you may see the impact of having a good quality score. A good quality score could allow you to show higher in the search results for a lower price with the stipulation that your competitor’s ads are lower quality.

The goal of Google is to show the most relevant ads to the user, and make a little money off it too. You can think of it as the business model of providing a quality product to attract more people. To the user, your relevant ad is the quality product.

This is a good time to look at the keyword’s competitiveness, or the amount of traffic the keyword would get. Also note the minimal bid for that keyword. That is the lowest amount of money you could bid on the keyword.

Bidding for a competitive keyword can be like throwing money at a tree and telling it to grow faster. The tree will grow at its usual rate as you throw your money away. Meanwhile, all the tree needs is some attention and care.

A competitive keyword is a term that has a high amount of traffic but also has a large price tag attached to it. And that can kill anyone’s budget.

It may be necessary for you to find a middle ground between competitive and overpriced keywords and the lower priced, but less popular keywords.

The third option is to get more specific. Let’s say you’re providing auto insurance and you’re in an area that has a lot of classic or modified cars. You could target that market of custom cars while providing the same product at a lower price. Keeping these tips in mind could help you save a pretty penny and increase your quality score to boot.

Landing Page

The final piece of the puzzle is an attractive landing page that has your target audience in mind. This is where SEO and paid advertising begin to mix more.

Matching your ad with best SEO practices can make for a powerful and effective landing page.

If the goal is to get an older demographic to fill out a form, keep the design of your page simple with few visual distractions. If your goal is to get a younger generation to fill out a form, use more vibrant colors or design elements on the page.

Keeping your goals and your audience in mind for this area is key. If you have an unattractive landing page, you could pay for a click only to have the user leave.


Final Thoughts to Keep in Mind

Earning a high quality score is not an easy feat. I’ve heard it compared to solving a jigsaw puzzle where the pieces change shape.

There are nuances that could improve your chances of a high score that could be a detriment to someone else. The key with is to keep your audience, the line of business, and your goal in mind.

Take a rule out of Google’s playbook. If you provide a quality product, the people will come.


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