What is Adwords Quality Score & Why Does it Matter?

What is Adwords Quality Score & Why Does it Matter?

We wanted to drop a quick note about Adwords quality score and why it matters so much in your PPC campaigns.

Most business owners we speak with have tried adwords.  Most say it is too expensive and doesn’t yield results.  Most have no idea there is a quality score in adwords, nor what it is.

In a recent Adwords campaign for a local real estate client, we were able to lower cost per click, which increased total clicks using the same daily budget.  More click for your buck.

During the first week of the campaign we optimized the ads and landing pages to the keyword targets.  Once we could see which keywords had the best quality score, we paused the low quality keywords and let the 8-10s take the budget.

This simple process lowered our cost per click by 80 cents and we were able to almost double the clicks we received per day at the same $20 budget.

what is adwords quality score


adwords quality score example

Here are Google’s own words about quality score:

About Quality Score

Quality Score is intended to give you a general sense of the quality of your ads. The 1-10 Quality Score reported for each keyword in your account is an estimate of the quality of your ads and the landing pages triggered by them. Three factors determine your Quality Score:

So, having a high Quality Score means that our systems think your ad and landing page are relevant and useful to someone looking at your ad.

This article explains how Quality Score works.

Quality Score is based on past performance data

Quality Score is an aggregated estimate of how well a keyword has performed overall in past ad auctions. Based on this data, each of your keywords gets a Quality Score on a scale from 1 to 10, where 1 is the lowest score and 10 is the highest.

Null Quality Scores, designated by “—” in the table, appear when there aren’t enough impressions or clicks to accurately determine a keyword’s Quality Score.

Quality Score and new keywords

Quality Score comes from past performance data. So what happens with new keywords that don’t have that past performance data?

New keywords automatically get a Quality Score of “—”. As your ads run, your keywords accumulate performance data and your Quality Score may change. You may see changes in your Quality Score after a day or two.

A high-quality ad in action

Here’s an example of a good user experience based on an ad that is high quality and relevant. Let’s say that you own a website that specializes in socks, and Sam, a customer, is looking for striped socks. Here’s how your ad (and high Quality Score keywords) connects Sam with what he wants.

  • When Sam searches Google for “men’s striped socks,” he sees your ad. (Your ad has “[striped socks]” as a keyword.)
  • Sam clicks the ad and lands right on your website’s “striped men’s socks” page. The page loads quickly and is easy for Sam to use.
  • Sam buys several pairs of striped socks.

Beyond a potentially higher Quality Score in most cases, relevant ads tend to earn more clicks, appear in a higher position, and bring you the most success.”


Feel free to reach out to me if you want help with your next Adwords campaign.


Brian Nagele




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