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Quality Score

Where can I find Quality Score?

In campaigns that are targeted on Google Search, each keyword has a Quality Score. But it is hidden by default. Here’s how to show it:

  1. Click the “Keywords” tab in your Adwords account.
  2. Click “Columns” then “Customize columns”.
  3. In the section that opens up, choose “Quality score”.
  4. Click on the “Add” link in the Quality Score row.
  5. Click “Apply” to save. You should now have a QS column in your data.

Why Quality Score Matters

For 2 reasons:

  1. Your ad’s cost-per-click (CPC) depends on it.
  2. Your ad position (Ad Rank) on Google depends on it.

What do the Quality Score numbers mean?

A 7/10 Quality Score is the recommended number and is sufficient. Going above 7 is great but not always achievable and may not be worth the effort. Anything below 7 is a sign that something is wrong and should be worked on.

How Do You Increase Your Quality Score?

Since Quality Score determines where and how often your ads appear, it’s important to boost your ratings by working consistently on your account. This can be achieved by focusing your efforts on several key areas:

  • Keyword Research – Discover new, highly relevant keywords to add to your campaigns, including long-tail opportunities that can contribute to the bulk of your overall traffic.
  • Keyword Organization – Split your keywords into tight, organized groups that can be more effectively tied to individual ad campaigns.
  • Refining Ad Text – Test out PPC ad copy that is more targeted to your individual ad groups. More effective ads get higher CTR, one of the best ways to improve Quality Score.
  • Optimizing Landing Pages – Follow landing page best practices to create pages that connect directly with your ad groups and provide a cohesive experience for visitors, from keyword to conversion.
  • Adding Negative Keywords – Continuously research, identify, and exclude irrelevant search terms that are wasting your budget.

Learning Resources