How to Optimize Your Google Quality Score


Lead generation is core part of the marketing planning of any business. It enables your business to create enormous traffic. This leads to more sales and higher conversion rates. Your Google Quality Score is crucial to help ensure that your ad copy aligns with your keywords and your landing page. It ensures that your brand message is consistent and across platforms. Your Google Quality Score also helps searchers know what to expect from your landing page when they click on your ad. If you have a high Google Quality Score, you can maximize your ad spend and rest assured that people who click on your ad are truly interested in what they will find on your page. You can then know that you are receiving qualified leads and not wasting ad spend.

Google Quality Score

But, What Even is a Google Quality Score?

Google defines a Quality Score as “an estimate of the quality of your ads, keywords, and landing pages. Higher quality ads can lead to lower prices and better ad positions.” Conversely, lower quality ads can lead to higher prices and lesser ad positions.

Wordstream puts it best:

Just as your credit score can affect whether or not you qualify for a loan and how high your interest rate is, Google Quality Score affects how your PPC ads perform and how much you pay for each click.

Yes, that’s correct, your Google Quality Score directly affects your cost per click (CPC) and is multiplied by your maximum bid to determine your ad rank in the ad auction process.

It also depends on multiple other factors, including:

  • Your click-through rate (CTR)
  • The relevance of each keyword to its ad group and each search term to its keyword
  • Quick bounces, i.e., how often someone goes to your site and quickly leaves and reloads the search results
  • Landing page quality, relevance, and load time
  • Long-tail keyword usage
  • The relevance of your ad text
  • Expected click-through rate
  • Your historical AdWords account performance
  • Time of Day/Day of Week Performance
  • Geographic Performance
  • The list goes on!

The click-through rate, however, is the most important component. It’s the first indicator of whether or not your ads are relevant to your target audience.

How Do I Improve my Google Quality Score?

By working consistently on your account and focusing on marketing optimization in the following key areas, you can boost your ratings.

  • Keyword Research – Discover new, highly relevant keywords to add to your campaigns, including long-tail opportunities that can contribute to the bulk of your overall traffic.
  • Keyword Organization – Split your keywords into tight, organized groups that can be more effectively tied to individual ad campaigns.
  • Refining Ad Text – Test out PPC ad copy that is more targeted to your individual ad groups. More effective ads get higher CTR, one of the best ways to improve Quality Score.
  • Optimizing Landing Pages – Follow landing page best practices to create pages that connect directly with your ad groups and provide a cohesive experience for visitors, from keyword to conversion.
  • Adding Negative Keywords – Continuously research, identify, and exclude irrelevant search terms that are wasting your budget.

Quality Score is primarily a measure of relevance, and improving keyword Quality Score is a matter of structuring your PPC campaigns into small, well-organized, tightly knit groups of keywords. Better keyword research and organization will also naturally improve the quality and specificity of your ads and website content. This will allow you to target the exact audience most likely to be searching for your offerings.

What could be causing my low quality score?

Low AdWords Quality Scores are primarily the result of disconnect between keywords, ad groups, ad text, and landing page content. Conduct a competitive analysis to review the businesses of one or more companies that compete, directly or indirectly, with your own. After, examine your landing page and compare it to your ad. Next, ensure that your landing page is an accurate and relevant continuation the promises made in your ad. Resist the temptation to oversell and use clickbait in your Call to Action.

What determine a high quality score?

A high Quality Score comes naturally when an AdWords account contains organized keywords in appropriate keyword groups, ad text that corresponds with certain ad groups, and landing pages that connect with the ad text’s offer. Therefore, by paying close attention to these details you can position yourself to ensure a high Quality Score. By continuing to tweak these details for the duration of your marketing campaigns, you can make yourself an expert in no time.

How Can We Help

John Jordan Digital Marketing specializes in providing you with improved deliverability, increased open rates, and maximum click-through by crafting more effective email copy and design. John will use a systematic methodology for increasing the probability of conversions on your website. Then, we will apply the critical theories of offer response optimization, including techniques for creating compelling offers. As a result, this will help increase the response rate and number of times people engage with your digital environment.

We breakdown campaign optimizations into weekly, bi-weekly, monthly, and quarterly optimizations. This ensures that you are constantly achieving the highest possible Google Quality Score. By constantly adjusting audience targeting based on performance, we maximize your budget by setting it up to only seen by qualified leads to raise your click-through rate (CTR).

The best ways to improve quality scores of keywords are:


  • Practice ongoing keyword grouping: Effective organization of your keyword database is crucial for successful PPC. It will greatly increase your chances of achieving high keyword Quality Scores.
  • Write compelling, relevant ad text: Better ads mean better click-through rates, which raise your keyword QS and save you money.

To optimize your quality score, first review the keyword groupings currently in place. It is most ideal to have tighter ad groups with small keyword groupings. As a rule of thumb, it is best to keep ad groups at 20 or fewer keywords.

When filtering keywords by quality score, keep the following things in mind:


  1. For quality scores 5 or less that still belong in the campaign, look for patterns.
  2. If any of the words have the same theme, consider creating an ad group with those keywords.
  3. For keywords that just don’t fit in, it’s time to purge!

Once the new ad groups are created, we create new ads within those ad groups that mirror high-performing ads elsewhere in the campaign. The new ads must contain the new keyword in headlines, descriptions, and display url so that they’re optimally relevant to the keyword group.

For example, here is an example of a client who started out with 452 keywords. We then broke these keywords down into 30 ad groups to tighten and restructure the campaign. As a result, we created 74 new targeted ads that mirrored high-performing ads in other areas of the campaign.

By improving the quality score, I was able to lower the cost-per-click for the client by 48% from $0.88 to $0.46 in less than 3 months.

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