Quality score of Google ad

When you run listing ads, you will see various numbers and indicators. Those indicators show the ad performance, such as the number of impressions, clicks, and conversions. Also, some indicators show the ad costs such as average cost per click, and some indicators can determine the ad position such as quality score, etc.

It can be said that understanding each of these numerical values and indicators correctly can help understand how to improve the listing advertisement. However, even if you understand the improvement method, there is one thing that is not easy to improve – the “quality score”.

Quality score is the point that given to each keyword you bid on. The score is of 1-10, and the higher it is, the easier it is to be ranked higher at lower cost-per-click.

This quality score is determined by the following 3 criteria in Google Ads, and even in the keyword tab of the management screen, you can grasp whether each criterion is above or below the average.

・ Estimated click rate

The estimated click-through rate is based on the position of the ad, the past performance of the keyword is also taken into consideration.

・ Advertising relevance

The relevance of the ad is whether the keyword matches the contents of the ad, and if this item is below average, the ad or keyword may be lack of accuracy .

・ Convenience of landing page

The convenience of the landing page is an indicator of how useful and relevant it is. When the user clicked the ad, if they find this is the exact page they want, then it is a convenient landing page.