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the Three Main Factors That Determine Ad Quality?

Creating effective ads hinges on quality. What sets a high-quality ad apart from a mediocre one? When executed correctly, three critical factors can significantly boost your return on ad spend (ROAS). This article will delve into these factors to help you understand what drives ad quality and how to enhance your score.

What is a Quality Score?

Before delving into the determinants of ad quality, it’s crucial to grasp the concept of a quality score. In digital marketing, a quality score is used by search engines and social media platforms to gauge an advertisement’s effectiveness. This metric evaluates the quality of your ads, encompassing factors such as keywords, landing pages, and performance in ad auctions. Essentially, it functions as a diagnostic tool, ranking your ad’s effectiveness on a scale of 1 to 10 compared to other advertisers.
A high-quality score indicates that your ads and landing pages are relevant and valuable for your chosen keywords. This score significantly impacts the cost per ad click that you will incur. While partially influenced by the performance of your past ads, a null quality score (represented as “—”) may appear if insufficient data is unavailable. Quality scores are determined by various factors, which we will explore later in this article.

Benefits of High-Quality Ads

Now that you understand the concept of a quality score, what is the significance of the quality score? Having high-quality ads can provide numerous benefits for your business. Some of the key advantages include:

Increased ROI:

Creating high-quality ads can significantly boost your business’s ROI (return on investment). By crafting visually appealing, relevant, and targeted ads, you enhance the effectiveness of your advertising campaigns, thus increasing ROI. Additionally, high-quality ads build brand recognition and trust, fostering greater customer loyalty. Moreover, prioritizing high-quality ads can reduce the ad spend needed to reach your target audience, further amplifying your ROI.

Customer Engagement:

Higher-quality ads can also drive increased customer engagement. Crafting advertisements that resonate with your target audience can prompt customers to engage with your brand through likes, shares, comments, and other interactions. This engagement boosts brand awareness and loyalty and offers valuable insights into customer preferences and behaviors. Analyzing this engagement data enables you to refine your advertising strategy, creating more effective ads in the future.

Improved Brand Image:

Creating visually appealing and relevant ads can enhance your brand image, fostering greater trust and credibility with customers. This differentiation from competitors and lasting impression can solidify your brand’s reputation.

High Click-Through Rate (CTR):

High-quality ads can elevate your click-through rate (CTR), representing the percentage of individuals who click on an ad after viewing it. Advertisements that are engaging, informative, and tailored to the viewer are likelier to elicit clicks and conversions.

Customer Loyalty:

High-quality ads foster customer loyalty by delivering a positive and memorable experience. Customers who encounter advertisements catering to their needs and interests perceive value and develop a stronger connection with your brand. This connection often translates into repeat business, positive referrals, and a loyal customer base.

What Are the Three Main Factors That Determine Ad Quality?

The three primary factors determining ad quality are ad relevance, expected click-through rate (CTR), and landing page experience. These factors influence the placement and frequency of your ads on the platform and the cost per click you will incur.

Ad Relevance:

Ad relevance is a crucial factor in determining your Google Ads quality score. Advertisers must create ads that align closely with the user’s search query or intent. The more relevant your ad is to the user’s search query, the more likely they will click on it and visit your website.
To enhance ad relevance, conducting thorough keyword research is essential. This ensures that your ad copy is closely related to the target keywords. Additionally, creating ads for specific ad groups can further increase ad relevance.
Google assigns ads one of three statuses for ad relevance:

Below Average:

This status indicates that your ad or keyword needs to be more specific or that your ad group covers too wide a range of topics. Improving your status involves creating ad groups with fewer and more closely related topics.


An average ad relevance status suggests that your keyword performs adequately compared to other Google Ads and has no significant issues.

Above Average

An “above average” status indicates no major ad relevance issues with your keyword. However, your ad must be more relevant than other Google ads to achieve this status.

Expected Click-Through Rate (CTR)

The expected click-through rate (CTR) predicts the probability of a user clicking on an ad. This metric is crucial in determining ad quality, reflecting the ad’s relevance and engagement level. Ad platforms calculate expected CTR using historical data and compare it to the expected CTR of other advertisers targeting the exact keywords. Advertisers can enhance their expected CTR by crafting highly relevant ad copy and targeting specific keywords.
Google assigns one of three statuses to your ad based on the expected click-through rate:

Below Average

If your status is below average, it indicates that you should adjust your ad text to better align with the top keywords.


An average status indicates no significant issues with your expected click-through rate.

Above Average

An “above average” status indicates no significant issues with your expected click-through rate. Your ads are highly relevant to the targeted keywords compared to other advertisers.

Landing Page Experience

Landing page experience refers to the quality of the page users land on after clicking an ad. Advertisers should ensure their landing page is relevant to the user’s search intent and provides a positive experience. A good landing page experience can increase the likelihood of users taking action, such as purchasing or filling out a form.
Google assigns one of three statuses for the landing page experience:

Below Average

This status indicates that your landing page experience requires improvement.


An average status indicates no significant issues with your landing page experience.

Above Average

An “above average” status indicates that your landing page experience has no significant issues. Highly rated landing pages often feature relevant text to search terms.

What Other Factors Affect Your Quality Score?

Now that we’ve covered the three main factors that determine ad quality let’s explore other factors that can impact your ad quality score.

User's Device

The device a user is on can significantly impact ad effectiveness. With the rising use of mobile devices, optimizing your ads for mobile is crucial. Ensure your landing pages and ads are mobile-friendly to avoid negative user experiences and low engagement levels.

User Intent

User intent refers to the reason behind a user’s search query. Understanding user intent is crucial for creating highly relevant ads that align with the user’s search intent. Conducting thorough keyword research to understand user search queries can be beneficial. You can use these search queries to create highly targeted ad groups. Creating highly relevant ads that align with user intent can improve your engagement levels and increase conversions.

Related Keyword Performance

The performance of related keywords can impact your ad quality score. Ad platforms use past data to calculate expected click-through rates and compare them with other advertisers targeting the exact keywords. Conducting keyword research helps you select highly relevant keywords for your ad campaigns. Monitoring related keyword performance can also identify opportunities to enhance your ad campaigns.

Ad Placement

Ad placement is another crucial factor to consider for your ad quality score. Advertisers should evaluate the visibility of their ads and their placement. Ad placement directly affects click-through rates and engagement levels. It’s essential to monitor the performance of various ad placements and adjust your ad campaign accordingly.

How to Improve Your Quality Score

There’s no need to worry if you received a “below average” or “average” status on the three significant factors of Google Ads quality score. Here’s how you can improve your ad quality score:

Create High-Quality Content

Creating high-quality content is essential for improving your ad quality score. Your ad content should be relevant, engaging, and valuable to the user. Consider the user’s search intent when creating ad content to ensure alignment with their needs. Focus on your unique selling point (USP) and highlight the benefits of your products or services in your ads. Emotional triggers like humor or empathy can help you connect with users and improve engagement.

Structure Your Ad Groups

Structuring your ad groups is another critical factor in enhancing your ad quality score. Ad groups should be highly targeted and focused on specific keywords. Group your ads by theme or product/service to ensure relevance to the user’s search query.
By structuring your ad groups effectively, you can improve your expected click-through rate and achieve higher engagement levels and conversions.

Optimize for Mobile

Optimizing your ads for mobile devices is crucial for enhancing your ad quality score. With the growing use of smartphones, ensuring your ads are mobile-friendly is essential. Mobile optimization enhances user experience and can lead to higher engagement levels. Additionally, you can leverage mobile-specific features like click-to-call or mobile app downloads, known as search ad extensions, to improve the effectiveness of your ads.

Conduct Keyword Research

Thorough keyword research is crucial for enhancing your ad quality score. Select highly relevant keywords based on user search queries to improve ad relevance and expected click-through rate. Keyword research can also help identify negative keywords that may be negatively impacting your ad campaigns. Negative keywords are irrelevant search terms that can reduce engagement levels.

Test Your Ads

Testing your ads is crucial for enhancing your ad quality score. Conduct A/B tests to determine which ad variations perform best. Test different ad headlines, ad copy, and ad images to identify those that yield the highest engagement levels. You can pinpoint opportunities to enhance your ad campaigns and improve your ad quality score through testing.


In conclusion, the three main factors determining ad quality are ad relevance, expected click-through rate, and landing page experience. Creating highly relevant ads using keywords aligned with users’ search queries can improve your ad quality score, boost engagement levels, and enhance your return on investment.
Furthermore, factors like the user’s device, user intent, related keyword performance, and ad placement influence ad quality scores. Adhering to best practices such as mobile optimization and ad testing can significantly improve your ad quality score and return on ad spend.
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