Are your PPC marketing efforts executing just as they could be?

Honestly, in the realm of paid search, there’s regular space to improve.

That is the reason Google AdWords as of late released changes to quality score reporting. This information can enable you to make much increasingly relevant PPC ads.

How Google Calculates Quality Score

Quality score is the sort of the metric Ads uses to figure out where a PPC ad ought to show up in the paid search results and how much the marketer should pay per click.

The quality score is associated with three main components:
  • Ad relevance.
  • Expected CTR.
  • Landing page experience.

How to Use Quality Score Reporting

You can see the Quality score at the keyword level in Google Ads.


The “quality score” metrics can be used to make a custom view.

You need to save them for future use and speedy insight into quality score performance.


Along with seeing the history or last known quality score for the reporting period, you also can go deeper by altering the time periods.


Having these new insights, you can look to the areas that need improvement-

See this example-


1. Ad Relevance

The closer the association between the keyword and advertisement, the higher the keyword relevance.

More often than not, you see poor advertisement relevance on the grounds that:

Someone who lacks PPC experience made the ad.

Ads were replicated starting with one ad group then onto the next without altering the keywords and fitting them to the ad copy for the new ad group.

Having an authentic record structure will improve noteworthiness. Ensure your battles and ad bunches are tinier and contain exceptionally focused around themes.

Having a legitimate record structure will improve importance. Ensure your campaigns and advertisement bunches are littler and contain exceptionally focused on topics.

Improvement Tips

  • Start out by guaranteeing the best keywords are in the ad copy. Endeavor to consolidate these into the headline, body, and display URL if doable.
  • Determine if the keywords ought to be moved to an alternate or new ad group, or be expelled from the account.


2. Expected CTR

AdWords computes a normal CTR representing to the likeliness of the ad accepting a tick when it is served. The normal CTR doesn’t take ad rank or advertisement extensions into consideration.

There is a difference between expected CTR and the CTR in the AdWords account.

The expected CTR is calculated on the basis of keyword performance in the account as well as other advertisers’ accounts. If keywords are paused, the quality scores will also get paused, so they won’t change over time.

If you want to improve CTR, focus on negative keywords and keyword match types that will ultimately increase your quality score.

Improvement Tips

  • Keep checking below average expected CTR so that you remain assured your ads are matching keyword grouping.
  • Stop irrelevant searches for ads by making negative keywords and tightening the match types.


3. Landing Page Experience

An extraordinary landing page is basic if you need to transform those clicks into conversions.

The landing page ought to be anything but not difficult to explore and the advertised product ought to be highlighted unmistakably on the page.

If there is a form or download on the page, tell the client what will occur after they make a move. For instance, when the form is submitted, they will be coordinated to a free trial. Or then again, when they click on the “download” button, a PDF record will start to download.

For the reasons behind the quality score, we need to assure that the keywords from the keyword list and ad copy are extended to the content on the landing page.

For instance, if your keyword is “digital marketing institute”, then your ad should include “digital marketing institute” in the copy and that keyword should also be included on the landing page.

Ensure your landing page content is pertinent and valuable to the searcher. This will get your quality score improved.

Marketers also need to see landing page performance. Google has a device that will demonstrate page speed on mobile and desktop and responsiveness of the device.

Improvement Tips

  • To improve ease of use and conversions, use copy on the landing page to convey to the client what will occur next when they complete an activity.
  • Use the Google tool or a similar one to check the present landing page performance. Check more than one page to guarantee the outcomes are steady.



Google Ads keeps pertinent value for online marketers. Thus, they look forward to improving ad relevance scores.

Here is a complete guide to improving the ad relevance score in Google Ads.

DSIM Blog is created to help you to know all aspects of Digital Marketing ranging from basics of Digital Marketing to Advance Level Topics, Read our posts and feel free to reach our team for any queries.

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