What is Google Ads Quality Score

And why should I care?

Quality Score is Google’s way to determine how relevant your Ads are – and the more relevant your Ads are, the lower your cost-per-click will be (which should lead to a better return on your investment).

Quality Score lowers your CPC

The scale goes from 1-10 where 10 is the best possible score and 1 is the worst. Your score will transform into a multiple for your bids.

So basically, you get a discount if your Ads are relevant and you get an addition if they are irrelevant.

This have a huge impact on how well your Search Ads are performing, let’s take an example.

If you have the keyword “SEM” where you have a Quality Score of 1, and your competition have the same keyword but with a Quality Score of 10 your CPC needs to be more than 10 times as high to rank above them.

Estimated impact based on $1 CPC

Quality ScoreMultiple $1-CPC
10-50,00%$0,50
9-44,20%$0,56
8-37,20%$0,63
7-28,60%$0,71
616,70%$1,17
5Benchmark$1,00
425,00%$1,25
367,30%$1,67
2150,00%$2,50
1400,00%$5,00

Your Quality Score is based on three factors

  • Expected clickthrough rate
  • Ad relevance
  • Landing page experience

A low QS on a lot of keywords is not necessarily a bad thing, some words might be worth to bid on even with a low QS – and if you want to analyse your account you should do an analysis of the QS on the words you have clicks on.

A big database of keywords also equals a lot of data to learn from, if your QS is low you have room to improve, and to get even more out of your search engine marketing.

Learn more about how Amanda can automize your Google Ads campaigns