About Quality Score for search campaigns

Quality Score is a diagnostic tool meant to give you a sense of how well your ad quality compares to other advertisers.

This score is measured on a scale from 1–10 and available at the keyword level. A higher Quality Score means that your ad and landing page are more relevant and useful to someone searching for your keyword, compared to other advertisers.

You can use the Quality Score diagnostic tool to identify where it might be beneficial to improve your ads, landing pages or keyword selection.

How it’s calculated

Quality Score is calculated based on the combined performance of three components:

• Expected click-through rate (CTR): The likelihood that your ad will be clicked when shown.
• Ad Relevance: How closely your ad matches the intent behind a user's search.
• Landing page experience: How relevant and useful your landing page is to people who click your ad.

Each component is evaluated with a status of 'Above average', 'Average' or 'Below average'. This evaluation is based on a comparison with other advertisers whose ads showed for the exact same keyword, over the last 90 days.

A broad-match keyword may have a Quality Score even though it has no impressions as long as there is a corresponding exact-match keyword with impressions in the last 90 days. If there are impressions for searches that exactly match a broad-match keyword through an exact-match keyword in the same ad group, this will report the same Quality Score for both of the keywords.

If one of these components has a status of 'Average' or 'Below average', this may indicate an opportunity to make improvements. Learn more about the Five ways to use Quality Score to improve your performance.

Bear in mind

• Quality Score is based on historical impressions for exact searches of your keyword, therefore changing keyword match types won't impact Quality Score.
• If you notice a '—' in the Quality Score column, it means that there aren't enough searches that exactly match your keywords to determine a keyword’s Quality Score.
• There are factors related to your ad quality that might not be captured by Quality Score. These factors include, but aren't limited to:
  • Devices used in search
  • Location of user
  • Time of day
  • Assets
• Information obtained from any of Google's various crawlersmay be used to assess ad quality, which can be reflected through Quality Score.

How to check your Quality Score

1. In your Google Ads account, click the Campaigns icon .
2. Click Audiences, keywords and content.
3. Click Search keywords.
4. In the upper right-hand corner of the table, click the column's icon .
5. Under 'Modify columns for keywords'.
6. Click on the drop-down arrow beside 'All columns' and then, open the Quality Score section.
7. To add the current Quality Score and its component statuses as new columns in the keyword reporting table, select any of the following:
   • Quality Score
   • Landing Page Exp.
   • Exp. CTR
   • Ad Relevance
8. To view past Quality Score stats for the reporting period that you’re looking at, choose any of the following metrics. To add past Quality Score data and its component statuses as new columns in the keyword reporting table, select the following:
   • Quality Score (hist.)
   • Landing Page Exper. (hist.)
   • Ad Relevance (hist.)
   • Exp. CTR (hist.)
     You can view the change in daily scores by segmenting your table by day.
9. Click Apply.

Related links

• Five ways to use Quality Score to improve your performance
• About ad quality