QualityScore

QualityScore is a metric used in digital advertising to gauge how relevant and useful an ad is to users for a given keyword. In platforms like Google Ads, it is calculated for each keyword–ad combination and expressed on a scale from 1 to 10. It is a diagnostic signal rather than a direct bid amount and helps influence ad placement and cost.

The core components of QualityScore typically include expected click-through rate (CTR), ad relevance, and landing page experience. Historical account performance and other signals may also play a role. A higher QualityScore indicates better expected performance and can lead to lower costs and better ad positions, all else equal, because ad rank is a function of bid multiplied by QualityScore and the expected impact of extensions and other ad formats.

To improve QualityScore, advertisers usually focus on aligning keyword themes with tightly related ad copy, and ensuring landing pages are relevant, fast, mobile-friendly, and provides a clear user experience. Targeted keyword grouping, relevant ad text, and well-designed landing pages tend to boost CTR and perceived usefulness, which in turn can raise the score.

QualityScore can vary by device, location, and over time, and in some cases the exact score is not disclosed for every auction. It remains a key metric for assessing ad quality and for guiding optimization strategies in search advertising.