Quality Score
A diagnostic score from 1 to 10 given at keyword level in Google Ads, based on expected click-through rate, ad relevance and landing page experience.
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Why it matters
Quality Score is not used directly in the auction, but it shows how the quality of the ad is assessed; quality ads can be shown in better positions at lower cost. The low-scoring component tells you where improvement is needed.
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Example
A keyword has a Quality Score of 3 and its landing page experience shows as below average. Once the ad points to a dedicated page and the page is sped up, the score rises to 7 and the cost per click falls.
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Common mistake
Making Quality Score the only goal. The score is a diagnostic tool; the real measures are conversions and profitability.
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Related terms
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