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Importance of Quality Score in Ad Ranking

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Understand Ad Ranking

Quality Score:

  • Quality Score is an estimate of (Relevancy & Usefulness of the Ad) + (Key Words) + (website landing page)
  • It is a rating measurement given by Google to individuals KEYWORDS based upon the below factors


  1. Click Through Rate (it is important to have strong CTR across keywords)
  2. Relevancy (Clear link from keywords …. to Ad ………….to landing page)
  3. Landing page Quality (Relevant, Original, Transparent, Easy & fast Navigable)
  • Quality Score regulates your Ad position and the amount you pay for every single click.
  • Quality Score is also play a significant role in determining the cost of conversion for each prospect / lead / purchase.
  • As far as Google concern, Quality Score matters a lot, as it is a representative of the significance of your Ads to user’s search queries.

Translating “Quality Score”:

  • Your Keywords expected Click Through Rate (CTR)
  • History of display URL ‘s (past CTR)
  • History of the account
  • Landing page quality
  • Relevancies of Keywords / Ad’s
  • Relevancies of Keywords / Search
  • Geographic performance / Area
  • Ad’s performance on a site
  • Your Targeted devices
  • Time Zone  

Importance of Quality Score:

Google has thousands of Ads and lakhs of Keywords in the Data Base. When the user searching for any specific Keywords then Google always try to find out the details in respect of the relevant and usefulness of the keywords. Google show the Ads to the right viewers to have good / high, Keywords Quality Score.

Factor depending upon Quality Score:

  • Ad auction eligibility
  • Keywords Actual Cost Per Click
  • Keywords 1st page bid estimate
  • Keywords TOP of the page bid estimate
  • Ad position
  • Eligibility of Ad title, extensions and other Ad formats.

Ad Ranking:

“More the Ad Rank, Better the positions”

Ad ranking plays a very important role to display your ad in the TOP / better positions in the 1st page.

Every time a user look for a search items in Google, it showing relevant & useful Ad to display and each time your Keyword is triggered.

Ad Rank = f {Max CPC, Quality Score}

How Do I appear in the TOP SPOT?

Since Ad Rank is calculated based on Max CPC and Quality Score, even if you don’t bid a higher amount, you can still get a Top / High Ad Rank by improving your Quality Score. The better the Quality Score, the less CPC (Cost per Click) bid amount Google charge to you to display your Ad.

Correlation between Quality Score & Ad Ranking:


To conclude, high QC typically lead to lower costs and better Ad positions.

Where to find AdWords Quality Score?

Every Keyword has a Quality Score, hidden by default. In any campaign running in Google Search is targeted Keywords.

How to find the same in 6 steps:

  1. Click the “Keywords” tab in your AdWords account.
  2. Click “Columns” then “Customize the columns.”
  3. In the open section of the columns go for an option “Attributes.”
  4. Click on “Add” link in the Quality Score row.
  5. Click “Apply” when you’re ready to save.
  6. You will now have a Quality Score column in your respective data.

How to Identify Quality Score Issues?

Firstly, you need to Add Quality Score Column:

View your Campaign -> Select the Keywords Tab – > Go to Columns → Modify / Customize the Columns – > Go to “Attributes” → Now you can add Quality Score → and then Apply Changes


Few Simple Steps to Increase – AdWords Quality Score:

(A) Keyword Strategy:

1.) Choose your keywords prudently

  • Which include terms or phrases that your customers would use to describe your products or services.
  • Make sure your keywords directly relate to the theme/product of your ad and the page you’re directing your customers to.
  • Keywords of two or three words tend to work most efficiently.

2.) Try to Group Similar Keywords 

  • Also, try grouping your keywords into themes/product/solutions.
  • These themes can be based on your products, services, or other categories.

3.) Pick the right number of keywords

  • Most advertisers find it useful to have somewhere between 5 to 20 keywords per ad group, as suggested.

4.) Add Negative Keywords

  • You have to continuously research, identify, and exclude keyword terms that are irrelevant to your business.

5.) Optimize Landing Pages

  • After clicking on your Ad, people will end up on the webpage called the Landing page.
  • Generally, your Ad’s final URL is the URL of this page.
  • Your landing page experience is one of several factors that helps determine a keyword’s Quality Score.
  • The experience of a landing page is represented by such things as the usefulness and relevance of information provided on the page, ease of navigation for the user, and how many links are on the page.

Few Factors Affecting Landing Page Experience:

● Relevance: Is your landing page is relevant to what a visitor is looking for?

Transparency & Trustworthiness: Is it easy to find your contact information and testimonials.

Easy Navigation: Is the page itself easy to navigate?

Loading Time: Loading page information quickly and encouraging customers to spend more time on your site.

Campaigns’ Structure:

You have to make sure that your campaign targeted Ad groups. By doing so you can create a relevancy between search query and the Ad’s. It is suggested to create different campaign for different Ad groups, which contain relevant Keywords. 

If you can managing all the campaign efficiently with a good Quality Score and increase your CTR then over a period of time you will achieve a very good result. 

Palash Mitra
Asst. Vice President – BD (PAN India) at Nexsus Techno Solutions

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