What is a Google Quality Score

Understanding Google Quality Score is crucial for optimizing your Google Ads campaigns effectively. While many are familiar with the visible keyword-level Quality Score, there are other levels of Quality Score that play a significant role in your account’s performance.

Account-level Quality Score: This is determined by the historical performance of all keywords and ads in your account. While Google doesn’t officially confirm its existence, it’s widely accepted. Low QS keywords and ads can drag down your account’s total Quality Score, making it harder to introduce new keywords. Older accounts with good performance tend to have higher account-level Quality Scores.

Ad Group-level Quality Score: This helps identify areas that need improvement within a campaign. By focusing on ad groups with lower average QS, you can prioritize optimization efforts to achieve better ROI. Restructuring campaigns and ad groups, as well as editing low CTR ads, can help improve ad group QS.

Keyword-level Quality Score: This is the QS visible in the Google Ads interface and is scored on a scale of 1 to 10. It’s based on a keyword’s historic performance on Google.com until it achieves a significant number of impressions in your account. Once a keyword reaches the impression threshold, its QS starts reflecting its performance in your account.

When dealing with low QS keywords, you have options like deleting or pausing them. However, consider their search volume and return before making a decision. Deleting keywords can lead to issues if you want to use them again later. Instead, focus on restructuring campaigns and ad groups to improve overall performance and prioritize optimization efforts based on account and ad group-level QS.