Ultimate Quality Score Guide

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The Ultimate Guide to Google Ads Quality Score

In this guide, we’ll walk you through how Quality Score works, and ultimately, how to improve your Quality Score. Quality Score determines if your ad can show in a search result. If your ad does show, then it determines your position and your CPC. By increasing your Quality Score, you can have your ads show more often, increase your position, and decrease your CPC.

Table of Contents

What is Quality Score & Why Is It So Important?

By increasing your Quality Score, you can have your ads show more often, increase your position, and decrease your CPC.

Quality Score is how Google determines how relevant an experience a searcher will have with your ads and website when they conduct a search. By having a relevant ad and website that can help the searcher find exactly what they are looking for, Google rewards you with high Quality Scores. This in turns means your ads can show in higher positions than your competitors and you could even pay a lower CPC.

While that is the conceptual definition of Quality Score that serves as an overall guide, from a technical standpoint, Quality Score is a 1 to 10 number that is assigned to every search keyword in your account. 1 is the worst and 10 is the best.

There are two different Quality Scores in your account. The first is the visible Quality Score. This is what you can actually see in your account and is a guide to what to optimize to increase your Quality Score.

The second is the Auction Quality Score. This number is determined every time there is a search that might show one of your keywords. As these numbers quickly become overwhelming since you could have millions of them, these numbers are not displayed in your account. When we talk about Quality Score, we are generally talking about the Visible Quality Score as this is a metric you can see and improve. Improving your Visible Quality Score will improve your Auction Quality Scores.

你的质量分数是多少?

有三个主要因素构成您的质量分数。这些数字中的每一个都被分为低于平均值、平均值和高于平均值。

预期CTR: 预期的CTR检查你的CTR,与谷歌认为广告和关键字应该实现的搜索查询相比。当你的点击率很高时,用户会经常点击你的广告,并发现他们很受欢迎。当用户通过点击发现你的广告相关时,你可以获得高于平均预期的点击率。

广告相关性: 你的广告相关性检查你的广告与关键词的相关性。当你的广告特定于关键词时,你可以获得高于平均水平的广告相关性。这一指标有很多微妙之处,我们将在视频中对其进行研究,以引导您了解如何管理这一因素。

登录页体验: 您的登录页体验是指用户在您的网站上找到搜索查询答案的程度。当您的页面跨设备快速加载并包含用户认为有用的内容时,您可以获得高于平均水平的登录页面体验。

如何计算可见质量分数

我们的团队反向设计了谷歌AdsQuality得分因子,并发现了谷歌用于评价你在谷歌广告活动中使用的关键词的公式。

三个质量得分因素

质量分数

三个质量分数权重

用于计算可见关键字质量分数的公式基于上述3个质量分数子因素的以下权重:

Landing Page Experience Ad Relevance Click Through Rate
Above Average 3.5 points 2 points 3.5 points
Average 1.75 points 1 points 1.75 points
Below average 0 points 0 points 0 points

The Google Ads Visible Quality Score Formula is:

1 + Landing Page Experience Points + Ad Relevance Points + Click Through Rate Points

How to Insrease Your Quality Score

Improving Expected CTR & Ad Relevance

These two concepts are interrelated, and the same improvement process works for both improving Expected CTR and Increasing Ad Relevance. There are two primary ways of increasing your expected CTR and Ad Relevance.

Good Account Organization
When a user conducts a search, they are looking for a specific answer. When your ad shows that you have the answer to your question, your CTR and relevance can increase. That’s your ad’s job: to show you are relevant to the user’s query by showing you can answer the question the user may have to buy a product or call you to get the answer, which is common in commercial queries.

When an ad is relevant to the keyword, then you can see high Ad Relevance scores. When the ads are relevant to the keyword, then your CTR is generally high, which leads to above average CTRs. By having good account organization, you can increase both your Ad Relevance and Expected CTR.

To accomplish good account organization, you need to look at the keywords in an ad group and ask yourself a question: Are all the ads in the ad group highly specific and relevant to every keyword in that ad group?

If not, then you need to remove some ads that are not specific to every keyword or move some keywords to a new ad group, so they can have more relevant ads.

By ensuring your ads are relevant to your keywords, your Ad Relevance and CTRs should increase.

您可以使用此流程图帮助处理关键字组织:


Ad测试
提高广告相关性的第二步是定期测试广告。通过在广告群中测试广告,你可以发现哪些广告比其他广告的CTR更高,从而提高你的整体CTR。

由于大多数公司不仅需要点击,还需要转化率,我们建议在广告测试中使用指标来检查转化率和CTR,例如转化率或每印象收入测试。

此外,通过测试广告,您可以通过查看测试数据发现哪些广告比其他广告更相关。如果你正在处理大量的广告群,那么你可以利用多个广告群测试来发现你的高层次见解,这有助于提高你的CTR和广告相关性。

广告测试的一个重要步骤是暂停丢失的广告。如果你的广告有大量的印象和较低的点击率,这将降低你的质量分数。一般来说,在一个广告组中保持2-3条广告处于活动状态将允许您进行测试,同时确保只有您的顶级广告处于活动状态。

诊断从何处开始提高质量分数

要查看有关提高质量分数的详细信息,请观看以下短片:

改善登录页体验

您的登录页体验检查您的页面可以帮助用户找到他们正在搜索的信息,从而获得他们的答案。

改善登录页体验的因素很少

虽然这些是构成登录页体验的因素,但很难判断用户是否发现内容有用。我们可以通过检查分析中的反弹率和停留时间来使用这类数据的代理。

For other factors, such as speed, we can use tools like Google PageSpeed Insights.

To understand how to create your own reports and examine your data to understand how well your site is doing from a Landing Page Experience standpoint, please watch this video:

Quality Score Improvement Workflow

Your Landing Page experience examines how well your page can help a user find the information they are searching for so they can get their answers to their questions, which should be conversions for your company

Improving Quality Score is not difficult if you have a repeatable workflow that you can follow to continuously diagnose where to start and then easy instructions to follow to increase your Quality Scores.

As looking at every keyword is burdensome, we recommend starting with Ad Group Priority Scores. These scores are your keyword Quality Scores weighted by impressions, and the ad group’s spend, which will help you find ad groups
where improving your Quality Scores will have substantial impacts on your account’s spend and performance.

You can calculate this yourself or use a system like Adalysis that automatically calculates it for you. Once you know what ad groups need help, you can then follow a simple flowchart to make Quality Score improvements.

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在Web上共享

常见质量分数问题

通过提高你的质量分数,你可以更频繁地展示你的广告,
增加你的职位,减少你的CPC。

什么是好质量分数?

对于非品牌术语,7是一个良好的质量分数。在非品牌条件下,你可能会达到6秒甚至10秒,但一般来说,7是一个不错的数字。

对于品牌术语,您几乎应该总是有一个10。一些品牌产品可能会看到8和9,但10通常是可以实现的。

请记住,你的收入比你的质量分数更重要。如果你从一个单词中获得了很好的转换,即使它的质量分数是4,这个单词对你来说也表现得很好。

为什么我要对我的质量分数进行趋势分析?

通过对质量分数进行趋势分析,您可以了解促销、一年中的时间、不同的广告、新的登录页以及其他因素如何影响您的质量分数。

您可以按关键字、广告组、活动甚至您的整个帐户对质量分数进行趋势分析。通过对这些数据进行趋势分析,您可以从账户变化如何影响您的质量分数中获得精彩的见解,从而可以根据历史信息优化数据。

ADAnalysis中的趋势质量分数

我还应该看看广告组、活动和客户级别的得分吗?

有几个原因可以让你的质量分数高于关键词。由于提高质量分数的出发点是良好的组织,因此您通常希望寻找质量分数较低的广告组,以便可以将该广告组重新组织为更相关的关键字和广告集。

通常围绕品牌、非品牌、地点或其他标准组织活动。通过按活动检查您的质量分数数据,您可以看到您在这些不同领域的表现,以便更好地了解您的数据,并可以看到是否需要重新设计整个活动以提高您的质量分数。

哪里可以找到谷歌广告中的质量分数?

通过将质量分数列添加到搜索关键字屏幕,可以在谷歌广告中查看质量分数数据。

You cannot see ad group, campaign, or account level Quality Scores in Google Ads. For that data, you need to calculate the weighted Quality Sores yourself or use a system that will do it for you.

How often is Quality Score calculated?

Auction Quality Score is determined every time there is an auction. The Auction Quality Score is constantly in flux and is not displayed inside of your Google Ads account.

The Quality Scores displayed inside of your account are regularly updated. For very high volume keywords, they can even be updated throughout the day. For lower volume keywords, they might not be updated for a day or even a week at times.

Does Google use my Google Analytics data to determine my Quality Score?

No. Not everyone uses Google Analytics. Google needs consistency across accounts to properly create and modify Quality Scores. Google only uses data from your Google Ads account and the website where you are sending traffic, in determining Quality Scores.

Does having a high organic ranking increase my Quality Scores?

No. Quality Score data is based on the user’s experience. Incoming links, technical SEO configurations, and other factors have no effect on your Quality Score. In fact, your website could even be banned from organic results and you can still achieve 10 Quality Scores.

Does my Conversion Rate affect my Quality Score?

No. Conversions can be anything you want to track in making business decisions, such as pages viewed, product sales, lead form starts, phone calls, or just videos watched on a page.

As this data is not consistent across accounts, it is not used to determine Quality Scores.

Do low search volume keywords affect quality score?

No. Low search volume means there is very little data for Google to work with. That means it might take them a lot longer to determine the Quality Scores for those keywords. You might see – or null for the Quality Scores for low volume keywords during this time.

What does a high Quality Score indicate?

A high Quality Score indicates that searchers should be having a good experience with your ads and website for a given keyword. By giving users a good experience, they are more likely to become customers of your business.

How does Quality Score affect CPC?

In Google Ads, you pay $0.01 more than the ad rank necessary to beat the advertiser directly below you. Ad rank is comprised of Quality Score, bid, and ad extensions. As your Quality Score increases, you need to pay less to beat the person directly below you, so it can lower your CPC.

If your Quality Score goes up to the point your ads appear in a different position in the auction, you could actually pay more than you were before as a new set of ad ranks to beat for your position are being employed.

If you are in the top position, then raising your Quality Score almost always decreases your CPCs.

How to get 10 of 10 Quality Score?

To achieve a 10 out of 10 Quality Score, you need good account organization, ads that are reflective of the keywords, ads that are regularly being tested, and a great landing page that is relevant to the user and the keyword.

Watching our videos and reading our articles can put you on the path to increasing your Quality Scores to a 10.

I’m not a big brand, can I really get good Quality Scores?

Yes, everyone can have high Quality Scores. If you have good account organization, a nice website, and are regularly testing ads, you can have high Quality Scores.

Should I just delete low Quality Score keywords?

No. If a low Quality Score word is leading to conversions and revenue that you are happy with, then you should keep the words.

You can follow this guide to try and increase the Quality Scores of those words, but you do not want to delete keywords that are leading to good conversions for your Google Ads account.

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