Definition of AD Quality Score

Written by Nick Stamoulis

An ad quality score is a tool that allows Google to measure how relevant a keyword is. Also known as quality score, this diagnostic tool will give insight into how well your ad quality is compared to other advertisers.

When Google has enough data, keywords that are in an advertiser’s account are given a quality score number from 1 – 10. The higher the number, the better. Until there is enough data, you will probably see “-” or “null” in the reports.

When considering ad quality score, it’s good choose the right keywords, but that’s not all you can do. Your ad quality score can be improved by sending people to useful landing pages and writing good ads that draw attention. Keep in mind that changing your keywords probably won’t make a big difference as the quality score is based on historical impressions.

Real-time, or auction-time, quality score is not shared with advertiser’s, but is more important and more in-depth than key words, helpful landing pages, and good ad copy. Auction-time quality score is not shared with advertisers as it fluctuates often.

Why does ad quality score matter? Google depends on the revenue that comes from advertising, so they have good reason to make sure ads are interesting enough for people to click on. Google only makes money when ads are clicked on.

There are four parts to a quality score. Each part is formulated in different ways. At a glance, these are the four parts:

Minimum Bid Formula:

This is the click-through rate of advertisements historically, relevance of keywords, quality of the advertisement landing page, and account history.

Ad Position Formula:

This is past documentation of advertisement’s click-through rates, matched words on Google. Relevance of keywords, and account history the advertisement has with Google.

Keyword-Targeted Ad’s Eligibility Formula:

This is the ad’s past performance on Google and other search engines, the quality of the advertisement’s landing page, the relevancy of the ad’s keywords not only regarding the ad itself, but other ads in the ad group.

Ad Appearance Determination Formula:

This is the overall quality of the advertisement landing page.

Google also has other factors that are important when determining ad quality scores. Google uses hundreds of different algorithms. A few or dozens may determine ad quality scores.

So what does this all mean for you? Your ad quality can affect the following:

  • Where in the search results page your ad will appear: Google considers the quality of your ad when deciding where it will end up in the search. Google wants people to see higher quality ads first.
  • How much you pay-per-click: Ads that are of higher quality will cost less per click than ads that are of lower quality.
  • How well your ads perform: Ads and landing pages that are high-quality tend to lead to more successful clicks and conversions.
  • Whether your ads can show: Ads must meet a certain level of quality in order for google to show them.


Ad Quality Score Definition Sources:

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