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There are several things you may be referring to when you talk about the quality of your ad. You might mean how effective it is at meeting your goals. One of the most common meanings, however, is the Quality Score. Thinking of quality in terms of the Quality Score, what are the three main factors that determine ad quality?
Before getting into the answer to what are the three main factors that determine ad quality, let’s make sure you understand what Quality Score is.
Your Quality Score is a number between 1and 10. You have a Quality Score for each keyword, and it estimates the quality of not only your ads but also your landing pages. When you have a higher score, this means that Google’s algorithms feel your landing page and ad are useful and relevant. The Quality Score also influences how much you need to bid in the auction.
Your Quality Score is based on data regarding your past performance. If there is not enough data, then you will have a Null Quality Score, which appears as “—.”
Keep in mind that if you have the same keyword in various ad groups or campaigns, they may have different quality scores. You can check your quality score performance report here.
With a clearer understanding of Quality Score, what are the three main factors that determine ad quality? Google is completely transparent about these factors, making it easier for you to improve your Quality Score.
They are:
Google cautions that you can have a high Quality Score with a low score in any category, thanks to the other factors that also go into your Quality Score.
We’ll take a closer look at each of those factors.
As the name implies, the ad relevance is a measurement of how well your keyword and advertisement relate to each other.
Potential Ad Relevance Statuses
Google can assign you one of three statuses for ad relevance.
The expected clickthrough rate (CTR) is a keyword status that predicts the likelihood that your ads will be clicked for a given keyword. This rate does not account for extensions, the ad’s position, or ad formats that may affect its visibility. Essentially, this status is a predictor of whether your keyword will likely cause people to click on your ad.
Potential Expected CTR Statuses
Google will assign you one of three potential statuses for the expected CTR.
You can learn about effective keyword research techniques to have such keywords which can give you better quality score. PPCexpo Keyword Planner can help you in finding good and relevant keywords for your niche.
How Google Determines It
Your expected clickthrough rate is based on the past performance of the keyword and your ad’s position. Google’s algorithms assume that the person will use your exact keyword for the search term when calculating the CTR.
You will notice that the expected CTR becomes more accurate when Google accounts for the type of device, search term, and other factors.
The landing page experience helps to measure the usefulness and relevance of your landing page to someone who clicks on your ad. The status for the landing page experience indicates if people are likely to have a good experience when they click the ad and go to the landing page.
A higher-rated landing page tends to feature text relating to search terms and is better organized.
Potential Landing Page Experience Statuses
The potential statuses for your landing page experience are as follows:
While the above covers what the three main factors that determine ad quality are, there are also some other factors to consider. As with the above main factors, Google directly lists these factors, so you know how to improve your Quality Score.
What Else Matters for It?
What Doesn’t Matter for It?
Answer: The three Main Factors are following: Expected clickthrough rate, landing page experience, and ad relevance.
You need to regularly monitor your campaign performance reports. If you want to know what the three main factors that determine ad quality are, the answer is expected clickthrough rate, landing page experience, and ad relevance. Put your knowledge of these factors to good use. Work to improve your status for each of them, and you will likely find yourself saving money on future ad campaigns while getting even better results. Combined with other advice for Google Ads, you will be on your way to a successful ad campaign.
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