How to Think About Quality Score for Google Ads – Surfside PPC Marketing Lesson #5



For Surfside PPC Marketing Lesson 5, we cover how to think about Quality Score for Google Ads. Quality score can be very unclear at times, so I give you my strategy for how to focus on quality score and the impact it has on Ad Rank. What many advertisers don’t realize is that Google is not using the quality score within your account during the ad auction. Instead, they calculate a new score each and every time someone searches a search query that matches a targeted keyword in your ad group. Google uses factors like Expected Click-Through Rate (CTR), Landing Page Experience, and Ad Relevance to determine your Ad Rank, in addition to your Cost-Per-Click (CPC) bid. Your bid and these other factors will determine the average position of your advertisement in the ads search result. That’s why it’s vital for you to keep your Google Ads campaigns as healthy as possible.

How to Improve Ad Rank:
– Use Responsive Search Ads and fill out all the fields.
– Use the search terms report to find the top search queries in each Ad Group.
– Organize your keywords in Ad Groups.
– Test multiple landing pages in each Ad Group.
– Focus on improving Click-Through-Rate.
– Add negative keywords to your account.

Quality Score: Definition: https://support.google.com/google-ads/answer/140351?hl=en

Ad Rank: https://support.google.com/google-ads/answer/1752122?hl=en

“Quality Score is an aggregated estimate of your overall performance in ad auctions, and is not used at auction time to determine Ad Rank.”

“Ad Rank is calculated using your bid amount, your auction-time ad quality (including expected clickthrough rate, ad relevance, and landing page experience)”

“Your Ad Rank is recalculated each time your ad is eligible to appear and competes in an auction, so your ad position can fluctuate each time depending on your competition, the context of the person’s search, and your quality at that moment.”

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