Quality Score

If you are creating PPC ads with Google, you have seen or heard about the Quality Score. It has a significant influence on the overall effectiveness of your ad campaigns: its conversion rate, click-through rate, and cost per click. 

Keep reading if you want to optimize your ads, spend less money, and convert more clients. Here’s everything you need to know about the quality score.


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What is Quality Score?

Quality Score is Google’s rating of the relevance of your PPC ads. It depends on the relevance of each keyword to its ad group, your landing page quality, the ad text, and your historical performance. The quality score determines your cost per click (CPC) and is multiplied by your maximum bid to determine your ad rank in the ad auction process. 

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How to calculate Google ads Quality Score?

From what we know, the quality score formula is calculated on 3 factors : 

  • Ad relevance 
  • Expected click-through rate (expected CTR)
  • Landing page experience

Then, these three factors have attributed to a status of “Above average,” “Average,” or “Below average.” This evaluation is based mainly on the comparison. Sign in to your Google Ads account to check your keyword quality score and head over to your keyword report. You will find your quality score column and be able to enter your keywords, negative keywords, search queries, etc.

What is a good Quality Score?

The higher the quality score, the lower your cost per conversion, so the better it is! A high-quality score is a synonym for a great user experience, the correct targeted search terms, and relevant ads. For Google Ads, the quality score is on a 1-10 scale, so a quality score above eight is considered very good. 

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What is a bad Quality Score?

If you constantly get an average or below-average quality score, you might want to dig deeper and make changes. If your keyword-level quality score is too low, your keyword might not even be able to enter an auction, meaning your ad won’t show and get to compete for a searcher’s business. 

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Quality score KPI examples & templates

Your quality score can be added to our different ad reports. Here are some examples :

See this KPI in action here!

PPC report template PPC report template

Your PPC campaigns involve many different KPIs, from campaign costs to the number of clicks and impressions to ROAS. With our preset PPC report example, all you have to do is plug in your paid marketing data, and you’re all set to start reporting! 

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Digital marketing report template Digital marketing report template

Track your digital marketing efforts in one easy-to-understand marketing report. Our digital marketing reports let you track organic search traffic, email marketing campaigns, PPC and SEO results, and your social media presence all in one spot. 

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Google Ads Report Template Google Ads Report Template

Track your Google Ads campaigns using our slick Google AdWords report template. You can include the essential performance KPIs to know exactly how your campaigns perform. You can even integrate your other marketing platforms to compare different campaigns. 

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Quality score best practices

Here are some of the best practices you should keep in mind to optimize your ads and get a higher quality score. 

Quality score best practices

step 1 icon Make ads more relevant to keywords

To increase your conversion rate and optimize ad positions, you should create ad groups specific to relevant keywords. First, perform keyword research to get familiar with the algorithm and what people are looking for on the search engines. You can then split these into multiple ad groups that better match users’ searches. 

step 2 icon Try to improve your click-through rate (CTR)

The click-through rate indicates the rate at which people click on your links. If you get constant low CTR, you might want to optimize your ad copy to make it more compelling to your audience, emphasize a unique benefit and be as specific as possible. 

step 3 icon Create negative keyword lists

If specific keywords give you unwanted impressions or click across multiple campaigns, you can create a negative keyword list that includes those terms, then apply the list to relevant campaigns. This ensures that audiences who are not in your target group are not finding your ad. You, therefore, eliminate irrelevant clicks and can increase your expected click-through rate, conversion rate, and quality score.

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