Clara Saladich
Senior Marketing Manager at Luxury Digital Agency, Verb Brands

Adwords Quality Score

The Google AdWords Quality Score is a way that Google scores your ads according to, as you have probably already guessed, their quality.  As well as being a useful guide as to whether your ads are appropriate, having a good Quality Score can improve the placement of your ads against the search results.

It is in your interest to boost your Quality Score as much as possible.  Here are the criteria Google uses for assigning your pay-per-click advert a Quality Score – and what they actually mean in real-world terms.

Account history

Those new to PPC may seethe at the fact that the account history criterion seems to favour established advertisers, but it is hard to argue that Google has a point with it.  Essentially, Google assigns a global Quality Score, which is based on the quality scores of all your adverts in your campaign history.

The more adverts you run, the more likely it is that your brand will generate consistently high-quality scores (assuming, of course, your adverts are high quality).  So it seems to fit that Google will then look favourably on any new adverts you run.

This obviously benefits “old hands” and means that newer PPC users may have to push uphill for a bit until they become established. On the plus side, it also means that any users who consistently publish poor adverts are likely to be found out and penalised for it, so it’s not all bad news, even for newcomers.

Click-through rate

Google will benchmark adverts to see how their click-through rate compares against the average.  Adverts with higher click-through rates will tend to attract better Quality Scores since Google assumes that they are achieving this click-through rate because they are high-quality adverts.


Gone are the days when you had to type queries into Google very carefully to make sure the response was in line with what you wanted.  These days, Google has become very adept at analysing the text of an advert and the keywords used in it and seeing how they compare.

For most legitimate advertisers, this is highly unlikely to be a problem since your text and keywords will have been chosen to complement each other.  It will, however, help to catch out the sort of PPC spammers, who like to use “clickbait-style” adverts, often for questionable products.

The quality of the landing page

It is impossible to overstate how important it is that users who click on an advert find themselves on a high-quality, ideally customised, landing page that gives them exactly what they want as soon as they want it.  There are three keys to successful landing pages and they must all be present to achieve top results:

  1. Speed

Modern internet users do not hang around.  Your landing page has to load as quickly as their connection allows or else you will probably lose the user.

  1. Relevance

It is imperative that there is consistency in the look and feel of the advert and the landing page and, in particular, that the same keywords are used in both.

  1. Mobile friendliness

We do not need to point out how important this is nowadays. It is not something to compromise on.

On Wednesday 24th of January, we are hosting LEARN: PPC which will cover a deep introduction into what is ‘Pay-per-click’ and best practices for your business. Last few places available here.