How To Optimise Quality Score

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What is Quality Score?

Quality score is a metric used to determine the relevancy of your PPC campaign. You can find more about the definition of quality score here, but essentially it is a measurement of relevancy your keywords have to your ads and landing page. In this article, PPC tips for quality score are discussed in detail.

Quality Score Elements

The above description is quite simplified but the elements that actually make up quality score are:

Expected Click Through Rate

Landing page experience

Ad relevance

Hidden Factors (Will explain later)

You can find these elements when you hover over the status bubble within the keywords tab.

How to Optimise Quality Score?

Expected Click Through Rate

CTR is the biggest contributing factor to your AdWords quality score. Prior to a new campaign going live, the expected CTR is estimated based on current average CTR’s for the keywords within your campaign. When your campaign is live, AdWords will have enough data to determine your actual CTR which will affect your quality score.

To optimise your CTR the no brainier is ensuring your bids are high enough to show in higher positions, as your CTR will typically increase with your ad placed in higher positions.

Another thing to consider is your text ad content. Your content needs to be highly appealing, engaging and relevant. Make sure you are showing off the unique selling points of your product or service. Consider using keyword insertion to make your ads more relevant to the person searching.


With the above in mind, this leads us nicely into relevance. Ad relevance is hugely important, relevance relates to your keywords relevancy to your ads. To make sure your ads are highly relevant to your keywords, consider doing the following:

Ensure that your keyword is within your ad copy

Ensure that you use a display URL highly relevant to your keywords (display URLs)

Ensure that you use a granular adgroup structure

The final point in the list is the most important, as it will allow you to fulfil the first 2 points. Having a granular adgroup structure allows you to effectively group similar keywords and ensure the ads linked to those keywords are highly relevant.

How Granular is Granular?

The only limitation to how granular I would create a campaign is labour intensity against the search volume. If I create a keyword list and none of the keywords have search volume or contribute close to zero traffic, then I would not necessarily spend time building this type of keyword into granular adgroups.

However if there are keywords with some search volume, even if it is a little, I would create granular adgroups. You may not think the process will be the best use of your time, but when your average campaign quality score is higher, you will pat yourself on the back later.

How to be granular

You can be granular by breaking keywords out by type. E.g. “art store in London” keywords could be in an “art store” adgroup, and “art shop in London” could be a keyword within an “art shop” adgroup.

You can also be granular by location E.g. “art store in London” keywords could be in a “London” adgroup, and “art shop Manchester” could be a keyword within an “Manchester” adgroup.

Landing Page Experience

Those who have used adwords for a long time will remember that this factor used to be called “landing page relevancy”. There is a reason it is renamed. Landing page experience means you are expected to fulfil more criteria than simply having keyword relevant content. These criteria include:

Landing page keyword relevancy

Site loading speed

Ease of navigation

Mobile responsiveness

Use of popup windows

Hidden Factors

There are a few factors that Google doesn’t necessarily broadcast with regards to quality score. These include:

Historical Account performance

Device level performance

Geographical performance

These factors will be taken into consideration at every auction. So if your campaign is known to be a poor performer on mobile devices, naturally your mobile QS will be lower. Again, with geographical performance, if your account is known to be poor performing in a particular region, then your quality score in that region will be lower.


You can definitely influence quality score and optimise the performance of your campaigns by doing so. Mostly by demanding more from your ads by increasing the CTR through testing, making your accounts very granular and relevant, and giving visitors to your website a fantastic experience. If you’re struggling it makes sense to hire a PPC consultant

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