Quality Score is a metric Google created to measure the quality & relevance of your ads. It is used to determine your Cost-Per-Click, along with the position of your ad on the Search Engine Results Page (SERP).
Quality Score is made up from three components;
Expected CTR – How likely a user is to click on your ad.
Landing page experience – How relevant your landing page is, in comparison to the ad.
Ad Relevance – How relevant your ad is to a keyword or a user’s search query.
AdWords takes this data and assigns a score from 1 to 10, to your ad. 1 being the worst and 10 being the best it can be.
Put simply; Google uses quality score to make sure that its users are constantly receiving relevant information. As advertisers, we can also use this to our advantage. By having a high quality score, not only are we decreasing our ad spend but we are only appearing on relevant searches. The more relevant your ad/landing page, the more likely the user is to convert / need your services.
Increasing Quality Score
Ideally, you want the highest quality score possible and although not guaranteed, there are a few things you can consider to help improve your score.
Organised Account Structure: By having your ad groups and campaigns arranged into tightly-knit themes, it will provide accuracy within your ads.
Landing Pages: By having a good-looking landing page that is also relevant to your ad/keywords, you are improving user experience. The more relevant and easy to use your website is, the more likely users are going to stay. This also will decrease your bounce rate.
Keyword Optimisation: Make sure all keywords are relevant to their ad groups, while still looking for new ones that are more accurate.
Adding Negative Keywords: Constantly monitor the search terms report to keep track of the keywords your ads appearing for. Negate irrelevant keywords to avoid irrelevant clicks.