Quality Score is an important metric in Google Adwords that influences ad position, pricing and eligibility, with a higher score achieving better positions and lower costs; it is designed to match relevant ads to user needs for a positive experience and advertising success; advertisers can improve their Quality Score by ensuring keyword and ad relevance, high click-through rates, optimized landing pages, and sufficient keyword impressions and clicks over time.

1. Quality Score 4/5/8/9/10
Important Metric in Adwords
By: Hassan Imtiazi

2. Why is Quality Score important for advertiser?
QS influences ad position and pricing
QS determines if a keyword is eligible to enter the ad auction
QS influences your keywords actual CPC
QS estimates the first page bids
Higher a keyword's Quality Score, the lower its CPCs and the better its
ad position
High QS can achieve high ROI over the period of time

3. Why is Quality Score important for the user?
The (GAW) AdWords system is designed to match our users' needs as
closely as possible with the most relevant ads.
It helps ensure that users find what they're looking for through the use of
AdWords ads which provides not only a positive user experience, but also
a better chance of advertising success
Delivering low quality irrelevant ads will have adverse effect on the
business

4. How to find out Quality Score
1. Click the Keywords tab.
2. Click Columns at the top of the ad group table.
3. Select Qual. score from the drop-down menu.
4. Click Save when you're finished.
5. Each keyword's Quality Score will be measured
and displayed on a scale of 1-10.

5. Factors
Landing
page
Keyword
CTR
relevancy
Google
Quality
Score
Ad Historical
relevancy Performance
Other
factors

6. Formula
Quality Max AD
Score CPC Rank

7. Steps to Improve QS
Low CTR >
Means less relevant keywords in campaigns or adgroups are not tightly themed according to
business.
It also means that although advert is appearing whenever someone search but they did not
click the ad.
Action
1. Review keywords according to business and grouped them into different categories
2. Ideally PPC campaigns should be mirrored to website (products & services)
3. Keywords with less than 4 quality score can be moved into new adgroups and ad creative
should be reviewed again
4. Any keyword which is not performing for the last 8 weeks should be deleted if its not
important
5. Use negative keywords

8. Poor Landing Page >
Keyword is not trigging advert due to poor landing page
Landing page does not following standard guidelines by Google
Action
1. Content of landing page should be relevant to the keyword. This enhance
the relevancy of the keyword which is the core of the Google’s business
model
2. Tags and H1 heading can be reviewed with the help of webmaster
3. Better landing page will increase CTR and can increase conversions

9. Not enough impressions or clicks from certain keyword >
Keyword has not been triggered enough over a given time frame.
If keyword is not being searched for by users then it is treated as not relevant
keyword and assigned a low quality score.
Action
Evaluate the keyword/s on the basis of its importance
If its not relevant or important to business then;
a) Keep it and raise the bid or
b) Pause /delete it

10. © Hassan Imtiazi, MA, Cert. DigM
email: hassan.imti@hotmail.co.uk
Web Profile: http://uk.linkedin.com/in/hasimti