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What is the Google Quality Score?

Updated on October 12, 2011

The Google Quality Score is a metric that Google created to measure the quality of advertisements. It is very important for Google that its users enjoy their experience when they use their search engine therefore with the Google Quality Score they want to make sure that the right ads appear in front of the right audience. When one runs a search on Google, a list of organic and paid results appear on the search results page. The results found on the right hand side of the page are paid results whilst the results on the left hand side of the page normally have one to three paid results at the top with the remaining being organic results. Sometimes all the results on the left hand side of the page are organic results. One may easily identify the top results as if they are paid results they would have a background color. Paid advertisement in Google is managed through a web interface called Google Adwords. Within this web interface one may know the quality score of his keywords.

The Google Quality Score is a value from 1 to 10 with 1 being the worst quality score and 10 being the best quality score. Google takes into consideration many factors to determine the value of the Quality Score. The following factors make up the Quality Score:

  1. CTR – The higher the CTR the higher the Quality Score. This makes a lot of sense; if searchers are clicking on ad it means that the ad is interesting to them. On the other hand if an ad is getting only a few clicks it means that the ad isn’t much related to the keyword being searched for.
  2. Landing Page Quality – This is quite self explanatory, to boost Quality Score an advertiser must have a quality Landing Page. Google determines the quality by making sure that the content found on the landing page is unique and relevant. They also check that the content on the landing page is clear and true. Easy navigation is another factor that affects quality score.
  3. Keyword relevancy – It is very important that ads are related to the keywords within the adgroup. One should always mention the keyword within the ad.
  4. Other factors – Many more factors make up the Quality Score such as the loading time of the landing page, the faster the page loads the higher the Quality Score, but the above three factors are by far the most important ones.

As you may have noticed, all the factors that make up the quality score are factors that affect the experience of their searchers. Google wants to be sure that their browsers are getting the best possible user experience. All advertisers should always aim to have a good quality score as it would lead to decreasing the average cost per click, it would display ads more frequently and get higher rankings within the paid results.


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