top of page
  • Writer's pictureClickInsights

The Importance of Quality Score in Google Ads and How to Improve It?

Since looking for services and products online has grown, many websites place advertisements on different platforms or Google-like search engines. However, just a few receive high rankings or search engine recommendations. A Quality Score is a diagnostic tool designed to demonstrate how your ad effectiveness stands out against other marketers. The original website of Google indicates that Google Ads reach more than 90% of global internet users.

The key to attaining enhanced performance from campaigns while keeping advertising expenses in check might be by understanding why Quality Score is essential and ways to improve it.

The Two Types of Quality Score

The Visible Quality Score and the Auction Quality Score are the two different forms of Quality Score in Google ads. The number in your Google Ads profile represents the visible quality score. It is necessary to comprehend techniques to progress and get a higher Visible Quality Score. However, the account doesn't show the auction quality score. This quality score proceeds depending on how your keyword shows in the result.

According to Sprout Social, this metric, rated on a scale of 1 to 10, a Quality Score of 8–10 is considered very good. The Auction Quality Score nevertheless fails to increase as the Visible Quality Score does.

Importance of Quality Score in Google Ads

It is affected by a variety of factors, including:

Ad Rank and Visibility

Your Quality Score greatly influences the positioning of your advertising on the search outcomes webpage. Ads with higher Quality Scores stand a better chance of appearing in the most prominent positions, giving them greater exposure, and generating more click-through rates (CTRs).


Google uses Quality Score to calculate your Ad Rank. It then establishes the positioning of your ad on the results page and the true cost per click (CPC). A better Quality Score might result in reduced CPCs, allowing you to maximize your advertising funds further. Based on a 2018 analysis from the digital firm Merkle, CPCs are rising more quickly than click volume.

Advertisement Extensions

Eligibility for ad extensions is another influential benefit of having an excellent Quality Score. These add-ons may significantly increase the amount of data in your adverts. It will directly help attract more prospective clients.

How to Improve Quality Score in Google Ads?

After highlighting the significance of the Quality Score, let's look into the different approaches to improve it:

Relevance of Keywords and Negative Keywords

It guarantees that the content of your ad and the websites they send clients to are very close to those you have chosen. You can create groupings of relevant keywords for your ads to increase relevancy. Moreover, utilize negative keywords wisely to filter out extraneous search queries so that only genuine visitors show interest in your services and view your adverts.

Ad Copy Optimization

Write enticing ad content that uses pertinent keywords and emphasizes your unique selling point. Your advertisement language should appeal to user interest and promote clicks.

Enhance Landing Page Quality

Invest in developing outstanding landing sites that provide users with an interactive experience. The information on this page should flow naturally from the advertisement and be simple to browse with quick loading speeds.

Increase Your Google Ad's Click-Through Rate (CTR)

You can do this by testing with several ad makers and evaluating their effectiveness. Ad material that is interesting and relevant may dramatically increase CTR. Clicta Digital reports that the typical CTR for Google Ads should range from 3-5%.


Consider optimizing your advertisements for smartphones, seeing the prominence of mobile buyers. A responsive mobile user interface might improve the Quality Score.

Final Thoughts

You can have an upper hand against competitors contending for similar keywords when you have a higher Quality Score. In highly competitive markets, obtaining a better ad position while likely investing fewer per click can be a game-changer for you.

bottom of page