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When creating campaigns in Google Ads, they rate the quality of your landing pages, keywords, and ads by giving you a quality score. This is reported on a scale of 1 to 10 and takes into account three main factors:

Expected click-through rate (CTR)

This is the likelihood that someone will click on your ad when Google serves it to a user. Google suggests that this is a good indication of how relevant your ad is to users’ search query. Google Ads examines your keyword performance in the past based on your ad position.

You can get three possible statuses for your expected CTR: above average, average, or below average. Having an above average or above average status means that there are no major issues. A below average rating suggests that you may want to examine your ad content, so that it is more closely related to your keyword.

Note that the expected CTR is a prediction. It may therefore be different from the actual CTR displayed in the CTR column of your Google Ads account.

Relevance of the ad

The ad content used plays a very important role in your quality score because Google measures the relevance of the ad to keywords. The best practice is to use the keywords that you are targeting in the ad copy when possible.

Again, this is measured by three statuses: above average, average, and below average. If your ad’s relevance is below average, it may suggest that your ad or keyword may not be specific enough. It could also mean that your ad group is too big and covers too many topics.

One way to improve the relevance of your ads is to make your ad groups more specific and reduce the number of keywords in your ad groups. A good rule of thumb is to have between 5 and 20 keywords per ad group. Make sure you can create an ad specific to each keyword in your ad group. if you can’t, it suggests that the ad group should be extended to other ad groups.

Landing page experience

Landing page experience is used to measure the relevance and usefulness of your landing page to users who clicked on your ad. This statistic shows whether your landing page is likely to provide a good experience for someone who received your ads.

Like the other two metrics above, this is measured as one of three statuses: above average, average, and below average. If your landing page experience is below average, you may need to change the landing page used or consider making changes to the landing page to improve the overall experience.

Why is quality level important?

This statistic is very important because it determines whether a keyword is eligible to participate in an auction and therefore whether your ad will appear when a user searches for your keyword.

Quality Score is a factor that helps determine your ad rank, a value that determines your ad’s position. Google uses an algorithm that determines your ad rank, your ad position, and how much you actually pay per click.

Simply put, ad ranking can be illustrated using the following formula:

It just means that if you have a higher Quality Score than your competitor, you can pay less for a higher ad position.

Max CPC Bid

Quality level

Listing ranking

Ad position


£ 1.90




Competitor 1

£ 2.00




Competitor 2

£ 3.00




Competitor 3

£ 4.00 3 12


The table above shows how you can pay less than your competitor while achieving a higher ad position. It also shows that a person offers a high CPC but gets a low ad position due to low Quality Score.

How do you increase your level of quality?

It can be very important to devote time to increasing your Quality Score, but how is it? There are a few things you can do in your account to improve expected CTR, ad relevance, and the landing page experience:

Keyword research – the keywords you have in your account might not be the only keywords relevant to you. By performing keyword research, you will be able to discover new, relevant keywords to add to your campaigns.

Account restructuring – make sure you have a clean account structure with keywords divided into organized and specific ad groups. This will allow you to write relevant advertising copy for your keywords.

Search query reports – a low CTR can mean you’re showing ads to people looking for keywords that aren’t relevant to your brand. By reporting on search queries and canceling irrelevant searches, it should help you increase your expected CTR.

Updating ad copy – make sure the keyword you are targeting is written in the corresponding ad and then written on the landing page. This improves the relevance of the ad as well as the landing page experience.

Landing page changes – reviewing regularly used landing pages will improve your quality score. Make sure that if your landing page relevance is below average, you move to a landing page that is more relevant to that ad group or by including keywords from that ad group on the landing page .


It is possible to have a high Quality Score and a low expected click-through rate, ad relevance, or landing page experience because Google Ads looks at these three metrics to determine Quality Score. Even if you have a high overall Quality Score, examining the individual factors can help you identify areas for potential improvement. By optimizing these three factors, you must in return always achieve a high level of quality.

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