Quality Score is used to determine your Cost Per Click (CPC) multiplied by your maximum bid to determine your ad rank in the ad auction process.
It is scored on a scale of 1-10 and depends on your expected CTR, ad relevance, and landing page experience.
Quality Score is Google's 'Discount Code' for good advertisers. A score of 10/10 can cut your costs by 50%. A score of 1/10 can increase your costs by 400%.
It exists to prevent rich companies from spamming irrelevent ads. You can't just buy the top spot for 'Pizza' if you are selling 'Shoes'. Google will charge you a penalty tax until you quit.
It's the only metric that matters.
Reality:No. You can have a Quality Score of 10 but zero conversions. It's an efficiency metric, not a business metric.
I can fix it by just changing ad text.
Reality:Ad Relevance is only 1/3 of the score. Landing Page Experience (speed, mobile-friendliness, content match) is equally important.
Account Optimization: Filtering keywords with QS < 5 and pausing them to improve overall account health.
Landing Page CRO: Improving page load speed specifically to boost the Quality Score.
Yes, they call it 'Quality Ranking', 'Engagement Rate Ranking', and 'Conversion Rate Ranking'. Same concept.
Real-time. Every time someone searches, the score is recalculated for that specific auction.
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