< > >

Overview Of Quality Score

What is Google AdWords quality score? The quality score consists of 4 key elements. These include expected CTR, keyword to ad relevance, keyword to user search query relevance, and landing page relevance. In terms of importance, these are the percentages I would place on these quality score metrics (varies from source to source):

Expected CTR: 65%

Relevance: 25%

Landing Page Experience: 10%

What Is Google AdWords Quality Score?

The two relevance factors mentioned previously are tied into “Ad Relevance” as you can see in the above image. This gives us 3 main components of quality score. Each component is given one of the following ratings:

Above Average


Below Average

A good quality score is considered to be 7 or above. However, allow time for your ads to receive clicks and impressions before making changes due to quality score. Keywords’ quality scores can improve over time once they receive regular clicks and impressions.

Each keyword will have a quality score ranging between 1-10, with 1 indicating a poor user performance and 10 signaling a smooth operating landing page & ad. If you cannot see the quality score of your keywords in your account, simply do the following:

  1. Click on the “Keywords” tab in between “Ad extensions” & “Audiences”.
  2. Click on the “Columns” drop down tab.
  3. Then, click on “Modify columns…”
  4. Under “Select metrics”, click on “Quality score”.
  5. Select “Qual. score” by clicking on the double-arrow button.
  6. Click “Apply” and you should now see the quality score for all of your keywords.

How Google Determines Ad Rank

Below is the simplified equation for how ad rank is calculated:

Ad Rank = Max. CPC x Quality Score

As well as ad rank, this equation also decides what your actual cost-per-click will be. Ad rank is the number that determines the position that your ad is displayed on the search engine results page. For example, it could be in position 1, right at the top of the page. On the other hand, your ad could be shown in position 7, right at the bottom of the page. The higher the ad rank, the higher the ad position on the search engine results page. A higher ad rank also results in a lower cost-per-click. Also, you will be more likely to receive more clicks if your ad is higher up the page.

Let’s use an example to demonstrate ad rank:

Figure 1

AdvertiserMax. CPC (£)Quality ScoreAd RankPosition

As you can see from the table above, we have used the following equation:

Ad Rank = Max. CPC x Quality Score

This has then allowed us to position the advertisers in order. Yasmin’s ad will be on the top of the search engine results page, whilst Oliver’s ad will be at the bottom of the search engine results page. Despite Oliver having a quality score of 10, his ad will show below his competitors’ ads due to his low bid. On the other hand, Yasmin’s ad will be at the top due to her high bid, despite her mediocre quality score of 5.

Figure 2

PositionAdvertiserMax. CPC (£)Quality ScoreAd RankActual CPC (£)
1Yasmin£4.50522.5£3.96 (19.8/5)
2Brandon£2.20919.8£2 (18/9)
3Aaron£3618£2.30 (14/6)
4Tina£2714£1.43 (10/7)

The following equation has been used in the table above:

Actual CPC = Ad Rank Of Advertiser One Position Below / Advertiser’s Own Quality Score

The table above shows the benefit of taking the time to create well-written, relevant ads and user-friendly landing pages. You do not necessarily have to bid high to have a high ad-rank. Brandon has bid £0.80 less than Aaron, is spending £0.30 less & his ad is ranking higher due to his superior quality score. Despite Yasmin’s ad ranking at the top, it comes at a hefty price of £3.96 per click. Yasmin should take the time to improve her ads and landing pages. Her quality score will improve and she would be spending considerably less. If Yasmin had Brandon’s quality score of 9, then she would be spending £2.20 per click, saving £1.76 per click. Improving quality score will not only help you rank higher but help save you more money.

I hope we have answered your question “What is Google AdWords quality score?”

With our Google AdWords management services, we always aim for a 10/10 quality score to give clients the best results possible.