{"id":5772,"date":"2018-08-02T05:15:26","date_gmt":"2018-08-02T12:15:26","guid":{"rendered":"https:\/\/charlesavemktg.com\/blog\/?p=5772"},"modified":"2019-07-16T14:21:42","modified_gmt":"2019-07-16T21:21:42","slug":"quality-score","status":"publish","type":"post","link":"https:\/\/charlesavemktg.com\/blog\/quality-score\/","title":{"rendered":"Quality Score: What It Is and What It Isn&#8217;t"},"content":{"rendered":"\n<p>Of all the <a href=\"https:\/\/charlesavemktg.com\/blog\/ppc-metrics\/\">Google Ads metrics<\/a>, <strong>Quality Score<\/strong> (QS) might be the most misunderstood. Let&#8217;s debunk the myths and discuss the realities of Google&#8217;s Quality Score and what you can do to improve it.<\/p>\n\n\n\n<figure class=\"wp-block-embed-youtube aligncenter wp-block-embed is-type-video is-provider-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<span class=\"embed-youtube\" style=\"text-align:center; display: block;\"><iframe loading=\"lazy\" class=\"youtube-player\" width=\"640\" height=\"360\" src=\"https:\/\/www.youtube.com\/embed\/G-JA-F7R67o?version=3&#038;rel=1&#038;showsearch=0&#038;showinfo=1&#038;iv_load_policy=1&#038;fs=1&#038;hl=en-US&#038;autohide=2&#038;wmode=transparent\" allowfullscreen=\"true\" style=\"border:0;\" sandbox=\"allow-scripts allow-same-origin allow-popups allow-presentation allow-popups-to-escape-sandbox\"><\/iframe><\/span>\n<\/div><figcaption>Hate reading? Watch this video instead.<\/figcaption><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\">A brief history of Quality Score<\/h2>\n\n\n\n<p><a href=\"https:\/\/www.brandpoint.com\/blog\/adwords-quality-score\/\" target=\"_blank\" rel=\"noopener noreferrer\">As I explained to Brandpoint<\/a>, before the introduction of Quality Score, advertisers with big budgets could simply outbid everyone to achieve top positions on the search engine results page (SERP). Google introduced QS to make sure it was delivering high-quality, relevant ads to users while leveling the playing field for advertisers.<\/p>\n\n\n\n<p>But over the years, Quality Score attained almost mythic status. Advertisers obsessed over it\u00a0because ads with a higher QS generally pay lower CPCs. In an attempt to clarify QS, Google gave greater visibility into how it judges ad quality.<\/p>\n\n\n\n<p>Because Quality Score has changed so much over the years, much of the information you find online is either out of date or incorrect.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">What is Quality Score?<\/h2>\n\n\n\n<p><a rel=\"noopener noreferrer\" href=\"https:\/\/support.google.com\/adwords\/answer\/6167123\" target=\"_blank\">According to Google<\/a>, Quality Score\u00a0&#8220;is a helpful diagnostic tool, not a key performance indicator.\u00a0[Your score] is like a warning light for a car\u2019s engine that shows how healthy your ads and keywords are. It\u2019s not meant to be a detailed metric that should be the focus of account management.&#8221;<\/p>\n\n\n\n<p><strong>Your Quality Score is a number between 1 and 10, based on three specific components:<\/strong><\/p>\n\n\n\n<ol class=\"wp-block-list\"><li><strong>Expected click-through rate (CTR)<\/strong>: the likelihood that your ad will be clicked<\/li><li><strong>Ad relevance<\/strong>: how closely your ad meets the intent of the user&#8217;s search<\/li><li><strong>Landing page experience<\/strong>: how relevant, transparent, and easy to navigate your page is for the user<\/li><\/ol>\n\n\n\n<p>Each of these three components is assigned a status of above average, average, or below average.<\/p>\n\n\n\n<p>If you achieve a high QS, Google Ads rewards you with lower costs-per-click, better ad positions, and eligibility to display Ad Extensions. Ad Extensions give your ad extra real estate on the SERP with the addition of information such as your business address, pricing information, phone number, or online ratings.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">What Quality Score is NOT<\/h2>\n\n\n\n<p>Many sites contain outdated information that your Ad Rank is calculated by multiplying your CPC bid by your Quality Score.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Quality Score is NOT used to calculate your Ad Rank.\u00a0<\/h3>\n\n\n\n<p><a href=\"https:\/\/support.google.com\/adwords\/answer\/6167118?hl=en&amp;ref_topic=6167081\" target=\"_blank\" rel=\"noopener noreferrer\">According to Google<\/a>,<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\"><p>The quality of your ads is calculated for each auction they enter. But this is the important point: the Quality Score you see in your account is not an exact representation of those real-time ad quality calculations\u2014there are just too many factors that are taken into account for every auction to allow one figure to fully capture your quality. Instead, the Quality Score you see is a more general metric presented as a diagnosis of your overall performance in those auctions.<\/p><p>It\u2019s easy to think that the Quality Score number of 1 to 10 is connected directly to the auction. But during a real-time auction we also consider many additional factors, like the user\u2019s exact query and the context of that query (for example, their device, location and the time of day.) The Quality Score you see in your account is an average value calculated over a sample of your ads, and doesn&#8217;t reflect the variation caused by such factors.<\/p><\/blockquote>\n\n\n\n<p>In other words,\u00a0your score is an aggregated estimate of your overall performance, but <strong>it is not used at auction time to determine Ad Rank<\/strong>. But those three components above? They DO factor in your Ad Rank and are recalculated with every auction.<\/p>\n\n\n\n<p>And, just in case you read something about this elsewhere on the web, know that <a href=\"https:\/\/support.google.com\/adwords\/answer\/6167132\" target=\"_blank\" rel=\"noopener noreferrer\">Google has stated flatly<\/a>, <strong>&#8220;There is no such thing as ad group-level, campaign-level, or account-level Quality Score.&#8221;<\/strong><\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Why does Quality Score matter?<\/h2>\n\n\n\n<p>Quality Score helps you see if Google believes your ads are delivering quality to users. In doing so, your ads are given more prominence. As Google says, &#8220;give your users what they need, and a great Quality Score should follow.&#8221;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">How to check your Quality Score<\/h2>\n\n\n\n<p>In your Google Ads dashboard, click on <strong>Keywords<\/strong>. Choose <strong>Columns &gt; Modify Columns,<\/strong> and ensure that Quality Score, Landing page exp., Exp. CTR, and Ad relevance are checked. If you are interested in comparing your current status to past performance, you may also add a checkmark to the historical components (abbreviated hist.).<\/p>\n\n\n\n<p>Once your columns have been modified, you will be able to see your Quality Score for each keyword, as well as each component.<\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter\"><img data-recalc-dims=\"1\" loading=\"lazy\" decoding=\"async\" width=\"734\" height=\"342\" data-attachment-id=\"5775\" data-permalink=\"https:\/\/charlesavemktg.com\/blog\/quality-score\/quality-score-2\/\" data-orig-file=\"https:\/\/i0.wp.com\/charlesavemktg.com\/blog\/wp-content\/uploads\/2018\/07\/quality-score.png?fit=734%2C342&amp;ssl=1\" data-orig-size=\"734,342\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"quality-score\" data-image-description=\"\" data-image-caption=\"\" data-large-file=\"https:\/\/i0.wp.com\/charlesavemktg.com\/blog\/wp-content\/uploads\/2018\/07\/quality-score.png?fit=734%2C342&amp;ssl=1\" src=\"https:\/\/i0.wp.com\/charlesavemktg.com\/blog\/wp-content\/uploads\/2018\/07\/quality-score.png?resize=734%2C342&#038;ssl=1\" alt=\"\" class=\"wp-image-5775\" srcset=\"https:\/\/i0.wp.com\/charlesavemktg.com\/blog\/wp-content\/uploads\/2018\/07\/quality-score.png?w=734&amp;ssl=1 734w, https:\/\/i0.wp.com\/charlesavemktg.com\/blog\/wp-content\/uploads\/2018\/07\/quality-score.png?resize=300%2C140&amp;ssl=1 300w, https:\/\/i0.wp.com\/charlesavemktg.com\/blog\/wp-content\/uploads\/2018\/07\/quality-score.png?resize=560%2C261&amp;ssl=1 560w, https:\/\/i0.wp.com\/charlesavemktg.com\/blog\/wp-content\/uploads\/2018\/07\/quality-score.png?resize=250%2C116&amp;ssl=1 250w\" sizes=\"auto, (max-width: 734px) 100vw, 734px\" \/><\/figure><\/div>\n\n\n\n<h2 class=\"wp-block-heading\">How to improve Quality Score<\/h2>\n\n\n\n<h3 class=\"wp-block-heading\">1. Optimize your site for mobile<\/h3>\n\n\n\n<p>Google factors in the user&#8217;s device in each auction. While you don&#8217;t need to have a separate mobile site, your site should be easy to navigate on any device.<\/p>\n\n\n\n<p>One way to achieve mobile-friendliness is to build your landing page to <a href=\"https:\/\/www.ampproject.org\/\" target=\"_blank\" rel=\"noopener noreferrer\">AMP standards<\/a>. AMP, or Accelerated Mobile Pages, is an open-source standard to load pages faster than traditional HTML. If you have an AMP, enter the AMP page URL into the Mobile URL field of your ads. This way, when a mobile user clicks on your ad, they&#8217;ll automatically be sent to your AMP landing page.<\/p>\n\n\n\n<p>Even if your page isn&#8217;t an AMP, Google <em>does<\/em> judge your landing pages by how fast they load, so optimize your code and images with speed in mind. Use tools such as <a href=\"https:\/\/tools.pingdom.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Pingdom<\/a> or <a href=\"https:\/\/www.webpagetest.org\/\" target=\"_blank\" rel=\"noopener noreferrer\">Webpagetest<\/a>, and aim for a load time below two seconds.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">2. Deliver what the user needs<\/h3>\n\n\n\n<p>The content of your landing page should help answer the user&#8217;s search. In other words, you don&#8217;t want your landing page to be a single page with a lead form but without any content. <strong>You should deliver information <em>to<\/em> the user, not simply ask for information <em>from<\/em> the user.&nbsp;<\/strong><\/p>\n\n\n\n<p>Even if your landing page isn&#8217;t part of your main site, keep your site navigation available so the user can click around freely.<\/p>\n\n\n\n<p>Write copy that incorporates your keyword theme, but never engage in keyword stuffing. Use subheads to break information into easily digestible chunks.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">3. Treat data responsibly<\/h3>\n\n\n\n<p>When Google says that quality landing pages are &#8220;transparent,&#8221; this translates to &#8220;the page handles user data responsibly.&#8221; In other words: <strong>make sure your landing page links to your site&#8217;s privacy policy.<\/strong><\/p>\n\n\n\n<p>This privacy policy should include any cookies you use and describe how you handle any data you gather from your site&#8217;s visitors.<\/p>\n\n\n\n<p>If you don&#8217;t already have one, use a free privacy policy generator, such as <a href=\"https:\/\/www.shopify.com\/tools\/policy-generator?ref=charles-ave-marketing\" target=\"_blank\" rel=\"noopener noreferrer\">Shopify&#8217;s<\/a>.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">What won&#8217;t impact your Quality Score<\/h2>\n\n\n\n<p>The following myths will not improve your Quality Score:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li><strong>Raising bids to try to increase your Expected CTR<\/strong>: Raising your bids might increase your Ad Position and therefore your CTR. However, Google normalizes its expectations for your existing Ad Position. So, if your ads are averaging position 3, Google already knows to expect a lower CTR than positions 1 or 2. Instead, focus on improving your ad copy and adding Ad Extensions to help improve expected CTR.<\/li><li><strong>Restructuring your account<\/strong>: Moving your keywords around will not by itself change your QS. However, if you&#8217;re re-organizing your account to make your keywords more relevant to the ads in the ad group, this <em>will<\/em> help.<\/li><li><strong>Running ads\u00a0on the Google Display Network or Google Search Partners<\/strong>: Advertising on Google&#8217;s other networks will not impact your QS. However, doing so might align with your other PPC goals, such as getting more clicks.<\/li><\/ul>\n","protected":false},"excerpt":{"rendered":"<p>Of all the Google Ads metrics, Quality Score (QS) might be the most misunderstood. Let&#8217;s debunk the myths and discuss the realities of Google&#8217;s Quality Score and what you can do to improve it. A brief history of Quality Score As I explained to Brandpoint, before the introduction of Quality Score, advertisers with big budgets<a class=\"read-more\" href=\"https:\/\/charlesavemktg.com\/blog\/quality-score\/\">Continue reading <i class=\"fa fa-angle-right fa-lg\"><\/i><\/a><\/p>\n","protected":false},"author":1,"featured_media":5780,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"jetpack_post_was_ever_published":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"Quality Score is one of the least understood Google metrics. Let's debunk the myths and discuss how to improve your score.","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":true,"jetpack_social_options":{"image_generator_settings":{"template":"highway","default_image_id":0,"font":"","enabled":false},"version":2}},"categories":[49],"tags":[],"class_list":["post-5772","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ppc"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Quality Score: What It Is and What It Isn&#039;t - On the Corner of Charles Ave<\/title>\n<meta name=\"description\" content=\"Quality Score is widely misunderstood. 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