| 2018-04-09

A grading system used by Google to determine if your ad is eligible to be shown in the sponsored space of the search results, at what position it will be shown and how much you'll pay for each click.


In campaigns that are targeted on Google Search, each keyword has a Quality Score. But it is hidden by default. Here's how to show it:

  1. Click the "Keywords" tab in your Adwords account.
  2. Click "Columns" then "Customize columns".
  3. In the section that opens up, choose "Attributes".
  4. Click on the "Add" link in the Quality Score row.
  5. Click "Apply" to save. You should now have a QS column in your data.


External factors are the things that happen on your website. Internal factors are what goes on in your Adwords account.



There are two sides to a good landing page: quality and relevance. "Quality" means that users have a great experience when they reach your website. "Relevance" means they find what was promised in the ad.



Historical click-through-rates have an overwhelming impact on Quality Score. Users vote on the quality of your ads with their clicks.


A 7/10 Quality Score is the recommended number and is sufficient. Going above 7 is great but not always achievable and may not be worth the effort. Anything below 7 is a sign that something is wrong and should be worked on.


What is Adwords Quality Score's definition?

Google's Quality Score system is a scale that ranges from 1 to 10 and that measures the quality of an ad on Google Adwords. That quality grade is then used to determine how much an advertisers pays and what his AdRank will be (position of the search results page.)

Why does Google Quality Score matter?

It matters because it greatly influences how much you pay on every click on a Google ad and how much exposure you get (Impression Share).

What are the main Quality Score factors?

  • Click-through-rates (CTR) at every level: keyword CTR, ad CTR, display url CTR, account CTR, etc... (90%)
  • Landing page experience: do people leave as soon as they hit your website?
  • Landing page relevance: are you delivering on your promise?
  • Ad/keyword relevance: are your keywords related to your ads?

What about display network quality score (content network quality score)?

Although display campaigns don't have a visible quality score in the Adwords interface, they do have one internally. This invisble quality score is felt when campaigns fail to gather impressions. The factors influencing it are the same a search campaigns, however, the CTR required to compete on display network are much lower.

What does it mean when I see the message "Rarely shown due to low quality score"?

This message is an indication from Google that your quality score is so low that your ads are rarely displayed. In order to remedy such a situation, it is recommended to evaluate the keyword first. Should you really be advertising on that keyword? If the answer is yes, then start by bidding agressively at the beginning in order to gather some impressions and clicks then make sure that your ad is attractive enough to earn the click.

How to improve Quality Score?

First make sure that you meet all the requirements: decent landing page with privacy policy and keywords that are grouped in tight themes relating to a particular intent for a particular ad (Tenscores can do this automatically for you). Then second, focus 100% of your time on testing new ads for your top 3 keywords. Do this until their Quality Scores are above 7/10, then move on to next top 3 keywords. If you have low performing keywords in terms of CTR, pause them for a while. If you can advertise on high performing keywords like your brand terms or highly specific keywords for your niche, start with those and use them to build a good history of high CTR. It's not that hard if you follow that advice, and most importantly if you improve your ad writing skills.

How is Quality Score and Ad Rank calculated?

The formula for Ad Rank is: Max. CPC x QS

The higher your Quality Score, the higher your Ad Rank meaning that your ads will be seen in higher positions on Google