Google Quality Score: What Is It and Why Does It Matter?

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Google Quality Score: What Is It and Why Does It Matter?


If you are planning to use Google Ads to market your business, then you must definitely know about the Google Quality Score. This scoring available in the AdWords platform is the best way to make cost-effective use of the PPCs.

Want to create high-profit margins for your online ads?

Want to keep your cost per conversion at a minimum?

Want to produce high-quality, relevant ads for the users?

Well, then the Google Quality score is your answer.

Google Quality Score is a way of measuring the relevancy of the ads with respect to the users you target and your domain. It lets you make the best use of the Google Ads, get a high click-through rate and increase your conversions. Want to know more about what this score means? Let’s dig in from the basics.

What is the Google Quality Score?

According to the definition of Google, the Google Quality Score is “an estimate of the quality of your ads, keywords, and landing pages. Higher quality ads can lead to lower prices and better ad positions.”

From this definition, it is clear that the Google Quality Score is vital to decide if your ad is going to work out or not. The Google Quality Score is rated on a scale of 1 to 10, with 10 being the best.

When you have a high quality score, then it means that your ad is relevant to the particular search terms that you’re targeting for. When you have a low quality score, then you should fix the ad before making it public. Else, you won’t be receiving good responses and conversions for your ad.

What Makes Up the Google Quality Score?

Several factors make up the Google Quality Score like:

  • The relevancy of keywords
  • The expected click-through rate (CTR)
  • The relevancy landing page to which the ad is leading to
  • The relevancy of the ad to the users and the search terms
  • Other factors that involve the relevancy of website and content

Among such factors, the main top three factors that have a major hand in deciding the Google Quality Score are these three:

  • Ad relevancy
  • Keyword relevancy
  • Expected CTR
Google Quality Score

In 2016, when Google launched the new versions of the AdWords API, Brad Geddes reverse-engineered the factors involved in the Google Quality Score. He found out this simple formula that comes close to the quality scoring system of Google.

Google Quality Score = 1 + Landing Page Experience weight + Ad Relevance weight + CTR weight

The relevancy of the keyword determines the weights in each of these three factors.

From his findings, he found out the percentage of importance given to these three main factors involved in the quality scoring system of Google.

From this image, you can see that the landing page experience has high weightage. However, this is not something that you can keep working on for every single ad. Once we move past that, you can see that the expected CTR is vital than the ad relevance. This means that testing for the expected CTR should be given more importance to get a high quality score.

Why Should You Focus on Google Quality Score?

If you think that the quality score is just a random number based on some automated variables in the algorithm, then think again. Google Quality Score isn’t just for you to improve your ad or know how good your ad is. It’s is also used by Google for various purposes, all of which will affect your conversions. So here are the top reasons why Google Quality Score matters.

Deciding the Eligibility of the Ads

Let’s get one thing clear. Google isn’t just helping you by motivating you to increase the quality of your ads with this scoring system.

As you only pay Google for every click made on your ad, it’s bad for Google when your ad is irrelevant. Therefore, Google doesn’t want to show the users ads that aren’t relevant to what they are looking for as it isn’t going to fetch them revenue!

They will only show ads that are relevant to the user’s search terms which increases the probability of you paying to Google. That’s why sometimes, ads with very low quality scores wouldn’t even be eligible to enter the auction.

The Ranking of Your Ads

Don’t think that all the ads you post will be made visible for users as the first search result on Google.

Google uses a string of factors to rank the ads. The ads that get high ranks are the ones that will be displayed in a prominent and higher positions, which means more clicks, more conversions and more revenue. Let’s see the factors that go into the ranking.

  • The max cost per conversion of the various bids
  • The relevancy of the ads, i.e. the quality score
  • Other factors like ad extensions

Google Quality Score is one of the vital elements that is used to determine the relevancy of the ad with respect to the search terms you want to rank on.

Determining the Cost Per Conversion (CPC)

Do you know that businesses pay varied costs to rank for the same search terms?

Well, this is the CPC and this again is interlinked with the quality scores.

Before we see how quality score influences the CPC, let’s first get one thing straight. The cost per conversion is different than the cost per click. The cost per click is calculated for every click made on the ad while the cost per conversion is determined by the action the user takes on the ad. It may be to make a purchase, sign up for a newsletter, call a number, play a video or anything else you want. As conversion is assured that the business has got a conversion they wanted, it is higher than the cost per click.

Google Quality Score can lower the cost of both these. Generally, when we bid on an ad with a particular cost per click or conversion, there is no way we can know that the cost we have entered into the bid will be the final cost. The final cost can be lower than the rate you bid based on the quality score.

The higher your quality score is, the lesser rate you need to pay for CPC from the cost you bid.

As a high quality score means that your ad is highly relevant to the particular users you are targeting with the search terms, Google charges you less for the ad click or conversions!

Conclusion

When you are working with Google Ads, it’s vital to keep your Google Quality Score at high as it has a significant influence on your ad rankings, your visibility as well as the cost you pay to Google. Make sure to target relevant search terms that your ideal audience will search for and include pertinent such keywords in your ads and link to proper landing pages.

Keeping it relevant is the only thing you need to focus on to get high conversions from your ads as that is what the fundamental purpose of Google Quality Score is all about.