Perfect 10, or few words about the Quality Score

Creating an effective Google Adwords campaign is getting increasingly hard. It is difficult to create catchy marketing phrases that meet Google’s requirements regarding advertisements. If we want to get ahead of our competition and meet the requirements without going bankrupt, we have to pay attention to Google AdWords’ Quality Score.


What is Quality Score?

Quality Score is the sum of the factors of the advertisement estimated by the algorhithm: marketing messages, chosen keywords and a general appraisal of the landing page. The sum is a presented as 1 to 10 scale – 1 means a badly-made advertisement, while 10 means an advertisement that meets all of the algorhithm’s guidelines perfectly.

The main objective of Quality Score is to display to the search engine’s users only the advertisements that correlate with their search queries both with regards to the marketing texts and the landing page itself.

Example: A person conducting an advertising campaign for a male underwear shop uses the „boxers” phrase to advertise underpants for males – boxers. Unfortunately, the search engine’s users might use the „boxers” search query to look both for male underwear and Boxer dogs. If we do not exclude keywords correctly, the advertisement will receive a low Quality Score


Fact no.1: We should not delete advertisements and keywords that are not used anymore. The inactive advertisements and key words do not influence the Quality Score of other phrases and creations. Deleting words and advertisements that are out of date or have low conversion rates, we lose a chance to analyze them later.


Why should we try to get a high Quality Score?

The Quality Score is, as I have mentioned before, the estimated „quality” of the advertisement. The better Quality Score of the phrase/advertisement, the less we will have to pay for a single click in comparison to the competition.

This is the simplified version of the calculation made by the algorhithm during an auction of advertisement from a given keyword:

Advertisement Score = Quality Score * Maximum CPC (maximum cost-per-click rate)

Thanks to his, if we have a high Quality Score and maximum CPC rate that is lower than the competition’s, our advertisements can be displayed on higher position than the competition’s, asuming that their Quality Score is lower that ours.

The chart below displays a simplified version of the effects of improving the Quality Score in relation to the maximum CPC rates.

If we improve the Quality Score from 1 to 5, the CPC will decrease by 3 USD.

Fact no.2: Quality Score can change significantly on a daily basis. If we do not analyze the changes to the campaign as well as the landing pages, a very significant decrease in Quality Score may happen.

Ways of improving the Quality Score

There are many ways of optimalizing the Quality Score. In very simole terms, attention has to be paid to the following factors:

  1. CTR – the click through rate. The Quality Score is largely based upon this factor. It is here that we should mention advertising creations. The more interesting the advertisements we create for our target users will be, the more frequently the users will click on them. This is a historical factor, so it is important to create good marketing messages even in the earliest stages of creating the campaign.
  2. Advertising creations – in relation to CTR, the more advertising creations we create, the more information about user interaction we get. If we properly analyze and test the marketing messages, we will be able to choose the ones that consistently contribute to the increase in CTR.
  3. Keywords– this part will be divided into a few smaller points:
    • For instance, if we are creating a campaign for a footwear store, it would be good to create a separate groups of ads for each category of shoes
    • Pay attention to the amount of keywords. Both a too small and a too large amount of keywords in a given group of advertisements negatively influences the Quality Score.
    • When we direct the advertisement to a chosen subpage, we should make sure that it contains texts that contain the promoted phrases. For instance,
      an advertisement of winter boots for women will get a higher Quality Score if it directs to a ‘winter boots for women’ category than a general ‘footwear for women’ category.
    • The general topic of the page should be connected with the promoted phrases.
    • Excluding keywords – it happens sometimes that the users are searching for completely different things than the ones we are trying to advertise when using the phrase promoted by you. It is important to exclude the insignificant phrases right at the beginning of the campaign. What is more, it is recommended to constantly observe the list of most popular keywords. Thanks to it, we will know what words can we omit in the campaign and if there any ones that we should pay attention to but previously have not.
    • It is good to get rid of the words that do not generate many searches (and thus clicks) at the very start.

Fact no.3: There is a correlation between changes in the click through rate (CTR) and the Quality Score. Introducing changes within the landing page as well as the campaign can bring positive results. The increase in CTR is usually reflected in the Quality Score.

As can be seen, the Quality Score is a quite significant factor which primarily affects the advertising budget. Every advertiser wants to increase ROI as much as possible, and the best results can be achieved by consistently maintaining the highest possible Quality Score.


Unfortunately, reaching a high Quality Score and maintaining it in the future requires a lot of work and is not an easy thing to achieve. It is recommended to observe the changes in Quality Score and the CTR of advertisements, as well as monitor and exclude keywords on a daily basis.

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