Quality score is a metric utilized by advertising platforms such as Google and Bing to determine the ranking and cost-per-click of an ad. A higher quality score ensures that the ad is displayed above others with lower quality scores, assuming both have the same bid.

Several factors contribute to calculating the QS:

1. Click-Through Rate (CTR)

2. Landing page quality

3. Relevance of ad copy

4. Relevance of keywords

5.Historical performance of the ad account

In advertising platforms like Google Ads, a higher QS leads to a lower CPC. Improved QS allows marketers to achieve more clicks while spending less on marketing. The primary objective behind using quality score by most ad platforms is to enhance the overall user experience by ensuring that the ads align with the user’s needs.

Benefits of Enhancing Quality Score

Quality Score directly impacts the success of your Google Ads and Bing Ads campaigns. By optimizing your QS, you enhance the likelihood of higher conversion rates and return on investment (ROI). This is because a higher QS is associated with a lower cost per conversion, which differs from the cost per click. The cost per conversion reflects the expenditure incurred when a desired action, such as a free sign-up or product purchase, is taken. As not every click results in a conversion, the cost per conversion is generally higher than the cost per click.

How to Improve Your Quality Scores

It is crucial to enhance your ratings by consistently refining your Google Ads account. This can be achieved by focusing on the following key areas:

1. Conducting keyword research on highly relevant terms

2. Organizing keyword groups effectively

3. Tailoring ad text to target specific audience segments

4. Optimizing landing pages based on best practices

5. Excluding irrelevant keywords and adding negative keywords