Google Ads Quality Score & Ad Strength Explained by an Ex-Googler
Apr 12, 2024
By: Jyll Saskin Gales, Google Ads Coach
Are you scratching your head over Google Ads metrics like Ad Strength and Quality Score? Many advertisers, especially Google Ads Beginners, get confused about these two and their impact on ad performance. But fear not, because today we're diving into the world of Google Ads to explain these metrics and help you make the most of your ad campaigns.
Why should you care about Ad Strength and Quality Score?
Understanding the difference between Ad Strength and Quality Score is crucial for optimizing your Google Ads campaigns. These metrics provide valuable insights into how your ads will perform / are performing, and how you can improve them to reach a wider audience and achieve your advertising goals. By mastering these concepts, you can gain a competitive edge, drive more traffic to your website, and ultimately boost your return on investment (ROI).
In this post, we'll cover:
- What is Ad Strength in Google Ads?
- What is Quality Score in Google Ads?
- The key differences between Ad Strength and Quality Score
- How to improve your Ad Strength and Quality Score
What is Ad Strength in Google Ads?
Ad Strength is a metric that assesses your responsive search ads based on Google's best practices. It's a rating system that ranges from "Poor" to "Excellent," indicating how likely your ad is to perform well. Think of it as a helpful tool during the ad creation process, providing feedback on how to optimize your ad copy and structure for maximum effectiveness.
What is Quality Score in Google Ads?
Quality Score, on the other hand, is a metric that measures the overall quality of your keywords and ads based on their performance in the ad auction. It's calculated using three main factors:
- Expected Click-Through Rate (CTR): How likely your ad is to be clicked when shown.
- Ad Relevance: How closely your ad & landing page match the user's search query.
- Landing Page Experience: How relevant and useful your landing page is to users who click on your ad.
Each of these factors receives a rating of "Below Average," "Average," or "Above Average," and your overall Quality Score is a number between 1 and 10.
The Key Differences between Ad Strength and Quality Score
| Metric | Purpose | Timing | Impact on Ad Auction |
|---|---|---|---|
| Ad Strength | Assess best practices and relevance before launch | Pre-launch | None |
| Quality Score | Measure keyword and ad performance after launch | Post-launch | Affects ad rank and cost-per-click |
How to Improve Your Ad Strength and Quality Score
To improve your Ad Strength, focus on:
- Including your keywords in your headlines and descriptions
- Providing a variety of headlines and descriptions
- Crafting unique headlines and descriptions, which will allow for many different combinations
To improve your Quality Score, focus on:
- Optimizing your ad text: Calls to action, social proof, sense of urgency - all of your copywriting best practices.
- Improving your ad relevance: Ensure your ads are closely aligned with your target keywords and landing pages.
- Enhancing your landing page experience: Make sure your landing pages are fast, mobile-friendly, and relevant to the user's search query.
By understanding the nuances of Ad Strength and Quality Score, you can take your Google Ads campaigns to the next level.
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