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Quality Score
from Google Ads
Metrics type
Units of measure
More - better
Check frequency
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.
Why it is important
You can use the Quality Score diagnostic tool to identify where it might be beneficial to improve your ads, landing pages, or keyword selection.
This score given by Google
Calculation example
Let's consider three hypothetical ads for the keyword 'running shoes,' each with a different Quality Score:

Ad A has a Quality Score of 7/10.
Ad B has a Quality Score of 5/10.
Ad C has a Quality Score of 9/10.

In this example:
Ad C has the highest Quality Score, indicating that Google perceives it as highly relevant and valuable to users searching for 'running shoes.'
Ad A has a decent Quality Score, suggesting good relevance but with room for improvement.
Ad B has a lower Quality Score, indicating potential issues with relevance or user experience.
Affected metrics
Ad Rank
Affecting metrics
Connecting metrics

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Suggested slices for dashboards
by Device Type
by Ad Group
by Time Period
by Device Type
by Network (Search vs. Display)
by Geographic
The revenue impact pathway
Available in JetMetrics Lite only
Questions to be Answered
1. How does our e-commerce campaigns' average Quality Score compare to industry standards, and are there any campaigns or product categories that have higher or lower Quality Scores?
2. What is the relationship between Quality Score and KPIs such as CTR, conversion rate, and ROAS? How can we use this information to improve our campaigns' performance?
3. Are there any patterns or trends in Quality Score changes over time, and how can we use these insights to optimize our campaigns, including ad copy, landing page, and keyword adjustments?
4. What effect does Quality Score have on ad position and CPC? Can we identify cases where a higher Quality Score leads to better ad placements and more cost-effective clicks?
5. How does Quality Score vary across different devices (desktop, mobile, tablet), and what strategies can we use to maintain a high Quality Score on all platforms?
6. Can we identify any keywords or ad groups with low Quality Scores, and what targeted improvements can we make to increase the relevance and quality of our ads in these areas?
7. Are there any components of the Quality Score algorithm, such as ad relevance, expected CTR, or landing page experience, where our campaigns are particularly successful or have difficulties?
Possible causes of worsening
Low Ad Relevance
If the content of your ad is not closely aligned with the user's search intent, it can result in a lower Quality Score. Regularly review and optimize ad copy to ensure relevance to targeted keywords.

Poor Landing Page Experience
An unoptimized or irrelevant landing page can contribute to a lower Quality Score. Ensure that landing pages provide a seamless and valuable experience for users, aligning with ad content.

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Tactics to improve this metric
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